Conversion Rate Optimization

We study the clusters of behaviors that lead to conversions on your site, and find ways to get more people to say Yes.

Conversions can include the many little steps in building the trust of a visitor, such as:

• Signing up for a newsletter
• Subscribing to your social media channels
• Taking a survey
• Watching a video
• Registering for a webinar

Conversions can also mean purchasing a product or requesting a sales call.

If you have a web presence of any kind, and you want people to take an action on it, we can help you.

Methodology

Our analysts study the user behaviors that lead to the conversion events.  We use a set of tools and techniques including:

• Heat maps
• Recorded visitor journeys
• A/B testing
• Google Analytics data
• Your sales metrics
• Surveys
• Customer Interviews
• Interviews with your support and sales teams

We identify places in your online and off-line customer journey where people are getting confused, suspicious, annoyed, bored, lost, or tired, and help you find ways to make things better for them.

Sometimes it’s as simple as moving a form where they expect to find it, or changing a button color.  (Seriously.)

Other times, it might involve rewriting your web content to introduce more scannable bullet lists with verbs at the beginning of each list item.

And it might even mean changing long-standing processes like your product evaluations, to make it easier on your prospects.

Results

We have helped increase the volume and quality of MQLs and AQLs for our clients.  Some recent examples include:

• We helped a large global enterprise software company merge and streamline several disparate product trial processes, resulting in a 2.5X increase in product evaluations.
• We tested several variations of a promo page until we found the version that increased conversions by 5X over all the rest.
• We identified problems with ambiguous labels and groupings in a new proposed site navigation and helped the marketing teams craft a more usable global menu.