Almost all website analytics are configured incorrectly or broken. In order to track your marketing performance and measure success, we make sure Google Analytics is set up right and everything that needs to be tracked, is being tracked correctly.

Research goals start with learning who your audience are, what they want, why they consume and how they do it. We also want to understand your current website, learn what’s going on, where the leaks are, what the friction points are, and how visitors are currently interacting with your site.
In order to extensively understand all we can about your business, we carry out the following research protocols:

• Heuristic analysis of your website helps identify potential areas for optimisation
• We analyse all the data to better understand the current situation with your website
• Mouse tracking analysis to track the movements of visitor cursors, clicks and scrolling actions on pages to see where visitor are focused and not focused on your website.
• We use recording technology to analyse how your visitors interact with your website during user-sessions
  Customer surveys; to understand customer decision buying criteria.
• On-site surveys and exit surveys are used on pages to determine further insights about why people didn’t take action
• Customer service representative interviews and live chat transcripts analysis
• If needed, customer phone interviews
• User-testing: We hire people who fit your ideal customer profile, to use your site, discovering any friction points and to see what is currently working well.
• Analysis of the competition to see how you compare and understand the full extent of your prospects choices
• Full analysis of your sales funnels to identify the functions currently used to drive sales. What lead magnets if any are used? How is the email content? The effectiveness of your advertising messages, one-time offers and call to actions.
• Looking at areas in which to improve Cart abandonment analysis

By the time we’re done with our data collection, we can accurately profile your customers and have a good understanding of how they use your website.

We identify solutions for each of the problems we identified, based upon the data collected during our research gathering. We devise a number of treatment hypotheses for each key website page. We rank and prioritise each hypothesis based upon the importance of the page, the potential uplift, and the ease of implementation.

Our treatments are eventually turned into design screens that we’ll use in testing protocols to see if they will outperform the original control.

We use a scientific method for evaluating whether treatment methods are successful. The method is known as A/B testing. Every test that we run is designed based on our data-backed hypotheses.

Testing is a crucial part of conversion optimisation. It’s the only way to validate a hypothesis, and to know what’s really working. Until something is tested, it’s just a guess. It’s therefore important to measure the impact of these changes.

With A/B split testing, 50% of website traffic is directed to the original page. The other 50% of traffic is sent to the variation page which includes the treatment hypothesis. If the variation page outperforms the original page, it replaces the original page. In each test we isolate the test variable and measure its impact on the conversion objective.

We aim for 95% statistical significance. Our testing strategies aim to maximise your traffic and move you forward in the conversion process as fast as possible, but we never compromise the testing protocol nor jeopardise the quality of the data. A/B split testing is reliant on traffic, if the traffic volume is low, split testing will take much longer to get the results.

Testing is an iterative process. With each test we learn something new about your customers and what keeps them moving forward through your website. We run as many tests as we can to tackle the growth opportunities that we’ve identified, and to keep learning about the audience and what has the biggest impact on them. During the A/B split testing process, we continue to collate both quantitative and qualitative data to gain valuable insights about your audience. This approach is how we get new data that will help us further improve our hypotheses and ultimately increase revenue, sign ups or any other key metrics.

This is why the conversion optimisation process is a continual feedback loop of research, treatment hypothesis and testing to obtain optimum performance from your website.

Our Programme Starts With a 4 Month Conversion Research and Booster Package

We start with an initial conversion research period which usually takes around 4 weeks. Followed by 3 months of A/B testing. Our process begins with a thorough investigation, we using a thorough qualitative and quantitative research programme. This provides the insights that formulate our treatment hypotheses. Which in turn are used during the A/B testing. While we would love to claim every treatment hypothesis we make results in incredible results for our clients, the truth is it is extremely rare to achieve breakthrough results with a single test. Which is why the best results are achieved when an iterative process is used.

Throughout this period we work closely with you and become an extension of, your team. You will have a dedicated conversion analyst working on your site. Your single point of contact will be with our principal conversion analyst, so you’re always talking to an expert – no sales people, no project managers.

During the initial 3 month period, our conversion optimisation process is executed via a flat monthly fee and we’ll continue month to month until the law of diminishing returns kicks in.

We check that everything is being tracked properly and that your analytics is configured correctly.

We conduct an experience-based assessment of your website. We assess each page, looking for the common inhibitors of conversion. We’ll check our findings and compare them against the qualitative and quantitative data that we collect, which will either validate or disprove them.

We’ll run a speed check on your key pages, and identify any cross-device or cross-browser issues that might slow down or hinder the performance of the site.

Quantitative research is about analysing data that we can quantify. In conversion optimisation we use to understand:

Data alone doesn’t tell us what the problems are. The key is knowing how to interpret the data. It provides us with clues, which then equip us to better pinpoint the problems or delve deeper into the underlying issues. This data is found using the following tools:

A) Web Analytics Analysis
It’s absolutely essential to perform a full analysis of the digital analytics to fully know what’s going on on your website, where money is lost, what people are doing (or not doing) and which behaviours result in improved conversion rates. All of this can be found on Google analytics.

B) Mouse Tracking Data Analysis and User Session Video Recording
This is indepth analysis of your website visitors, tracking mouse cursor movements, clicks and scroll depth on each of your pages to identify what on the page gets their attention and what doesn’t. We watch hours of user-session replay videos to learn how actual visitors are interacting with your website. All of which provide useful insights.

We want to understand how your product or service is perceived by actual users. The goal with qualitative research is to gather the voice of your customers and prospects which can be used to create marketing; including a better message, sales copy, content structure and value propositions.

We recruit people who match your ideal customer profile, to participate in website user testing. We observe them as they interact with your website and voice their thought process out loud. The goal is to identify what the friction points are on your current site, and see what’s actually working.

We start by identifying where you are with your marketing and where you want it to be. We dig deep, reviewing your website, the data, then ensuring your adwords and google analytics accounts are setup correctly.

We build a strategy plan based on the data we collected. We get clear on your business objectives, goals, key performance indicators, key segments and targets. This is refined and updated as we collect more data.

We identify the most profitable keywords and search terms, whilst eliminating terms that are limiting your profits. We analyse your competitors and look at your industry for text and image ads.

We structure your campaign for optimum performance. We utilise campaign types that best generate profits. Your ads are created, along with extensions, bidding strategies, geo targeting, display and remarketing are all covered.

We use scientific testing methods to evaluate what’s successful. Continuous testing, data collection and analysis is the only way to to ensure the campaign performance grows and profitability is maximised.