What are the benefits?

Conversion rate optimisation (CRO) is among the best investments you can make for you website. This is because it is grouped with SEO as one of the only marketing activities a business can invest in that will have a lasting impact on results. Unlike radio, TV print, SEM or above the line media, which is here today and gone tomorrow, the improvement you make with conversion optimisation will be around for the long term.

Conversion rate optimisation will increase the number of sales a business receives from traffic coming from:

  • Organic
  • Paid
  • Social media
  • Website referrals
  • Mailing list
  • Above the line media

When is it done?

Conversion optimisation can be done to any website, at any time as long as there is a recorded baseline of results to measure against. Any type of website can be improved, however some of the biggest gains can be made with sites who encourage enquiries or try to make a sale.

How is it done?

Our specialists understand A/B multivariate testing, conversion optimisation, funnel optimisation, phone and web lead tracking and are highly experienced in using Google Analytics (or similar).

Great care is taken to preserve the current website conversion rate while a variation of your original design is setup as a test. After sufficient time has passed to allow data collection to reach a statistical significance, a winning design variation will be determined.

What will it cost?

In most instances, conversion optimisation can be done without a large budget. Small but important design changes can be easily tested through a number of solutions available to the market at low cost.

Are there ongoing costs?

Once a website has been optimised for conversion there is little or no ongoing investment required. Conversion optimisation is a one-time exercise in most instances. For the sake of accuracy, we acknowledge that continued testing over the long term can generate even better results. However, most websites will only need to implement conversion optimisation once to see the majority of achievable increases as the laws of diminishing returns apply.

The proof is in the pudding

Our team uses the latest heat mapping and session tracking technologies, and over 10 years of hands on experience with 1,000s of websites, allowing us to put forward design changes which we know will likely result in an increase to your conversion rate.

The following is a recent example of conversion optimisation which lead to an increase in goal conversions from all traffic sources for our client, Raw Hire.

Changes were implemented on the 29th of October and resulted in a dramatic improvement to their conversion rate with a corresponding decrease to the goal abandonment rate:

improvement1

improvement21

Please note: while the increase above is significant, please keep in mind this was measuring web enquiries only. The phone calls received in this particular instant were not measured. The conversion rate with phone call tracking could easily be double.

Holistic Approach

At Scott Shorter, conversion optimisation is included as part of any SEO or SEM campaign.

Get in touch

Get In Touch

Want to find out how a SEO/SEM/social strategy will benefit your business? Get in touch today and we’ll guide you through your options. The first meeting to discuss strategy is free.

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