You are getting a good amount of traffic to your website, but how well does your site convert visitors into enquiries, sales, or registrations? Conversion rate optimisation sounds complex, but it’s a simple, effective way to implement and measure changes to your site designed to improve visitor conversions.

The process involves:

• Using web analytics to determine how visitors are finding your site
• Tracking visitor paths to see where they are leaving
• Analysing bounce rates and exits to understand why visitors leave
• Finding the weaknesses in your marketing funnel
• Identifying pages with strong call to action goals
• Setting up alternate pages to test and measure changes
• Recommending additional tests as needed (usability, eye tracking etc)

Even small changes to your site can yield results, from increased newsletter subscriptions to more enquiries or e-commerce sales. The variables that we can change on a page include text, images, forms, and call to action features (including testing different offers). Changes can be as simple as moving or replacing an image to more complex functionalities or design changes. Because the pages are running in parallel, you are able to see visitor behaviour on the original page and the test page. Conversions are measured through call to action features, giving you concrete evidence of what works and what doesn’t.

Why Intendance?

We are a full service agency, which means we have an in-house technical team, design team, and marketing team who all work together on identifying what to test and which platform to test it on. Google website optimizer is a great free tool, but there are so many tools we can use to test and measure results. From eye tracking to clickmapping and usability tests, we use the best tools for the job.

Our team works with you to identify your brand position, your key messages, and your visitor personas. Then we analyse your site based on this information (an audit if you like), and make recommendations on pages to test, and types of testing. You may be thinking of a website redesign or relaunch. Conversion rate optimisation works well in these instances, measuring actual visitor response to smaller changes before you make the big, bold changes of a brand new site.