Conversion Rate Optimization
More sales from the same amount of traffic.
We know what your customers want from your website. We can use this knowledge along with our experience with website best practices to make your site really work for you. Through a process known as conversion rate optimization we figure out what causes your customers to buy or leave your site. We then provide recommendations for changes you can make to your site to increase conversions.
- Is your shopping cart too complicated?
- Are customers shocked by your prices?
- Are the images on your site just not appealing?
We don’t just guess what will work and hope for the best. We use advanced multivariate testing software to determine the changes with the most positive impact. Our tool of choice is Google Website Optimizer which allows for quick, easy, and accurate testing of several elements on a single page.
What is multivariate testing?
Multivariate testing is a fancy name for a test with multiple variables. A multivariate test would consist of changing your website’s heading, some content, and perhaps an image. However, rather than simply testing the original versions against the new ones, we test every combination. So, if we created 2 new versions of each section (original + 2 new), we would have 27 combinations. (3 headers X 3 content blocks X 3 images = 27 combinations.)
We then determine the action that indicates success. These changes are tested live on your website and the results are tracked automatically. Usually within a month or two, we know exactly which combination is the “winner”.
The key is that we learn what works by TESTING various combinations to see which version works best for your visitors. By testing scientifically, we remove the element of emotions and opinions from the website design. You or I might like a bright orange background, but if 10 times as many of your customers buy when the background is green, wouldn’t you then start to prefer green?
In 1923, Claude Hopkins wrote this in Scientific Advertising, “Almost any question can be answered cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around a table. Go to the court of last resort – buyers of your products.”
That’s how we feel about conversion rate optimization. It doesn’t matter if WE like it. We’ll allow your customers to tell you exactly what works for them. If you want to increase your conversion rate without having to increase your website traffic, use the form on the right to contact us, or give us a call.