Conversion Improvement Level 1

Our Level 1 Conversion Improvement Program involves the optimisation of one page (or template page).
This is appropriate for companies selling one type of product, or those addressing one distinct market.
It requires us to have access to your PPC or Adwords campaigns, and for us to be allowed to create new adgroups and ad creatives (all such changes will be pre-approved with you).

Installing Conversion Tracking Software

In order to measure improvements, we will first need to install some form of conversion tracking.
This can be a paid solution, which will need to be costed separately, or we can use ‘Google Analytics’, which is free.

Initial Consultation

We need to understand your web site, your business, your strengths, your unique selling points, and those of your products and services. We also need to understand your ordering or lead generation process. In order to do this we will hold a remote consultation session of up to one hour.

Identifying a ‘typical’ client persona.

This is a process of creating one imaginary character that encapsulates the desires, hopes, fears, skills, limitations and preferences of you potential client. We want to identify what is likely to motivate them to act and what obstacles are likely to prevent them from acting.

All proposed changes will be with reference to this visitor profile.

Research and Recommendation Report

Other web sites are targeting your customers and some of them have already completed conversion improvement programmes and will have devised effective ways of improving the ease of use and rate of conversion.

We will search out and analyse any sites, within and outwith your market sector, and identify any ‘conversion factors’ that may help to
improve conversion for your site.

Drawing on our previous experience of conversion projects, we will provide a report detailing proposed changes.

Consultation Session

Once all parties have had an opportunity to read the research report, we will hold a remote consultation session in order to plan the split run testing stage.

By the end of this session, we should have agreed on a list of page modifications that we wish to test.

Split Run Testing

Once we have agreed the modifications for testing, we will set up the campaign on our Multi-Variate Split Run testing software, and work with your web design team to insert the correct html on your live site.

This is normally a fairly straightforward process with only minor changes to the html code required.

The testing process will provide useful results to analyse within the first month, but we recommend leaving it running until such time as the results are statistically significant.

This will depend on how many factors are being tested, but for a site with reasonable traffic, can take less than a month.

Results Analysis

Once we have achieved acceptable results from the split-run test we work with your web designers to implement the changes that have worked best. Conversion tracking will be monitored over the next month to confirm the results have been effective.

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