How editing a website template resulted in 172% gain.
Success Story
When a client approaches us to ascertain why their webpage is not producing the results they imagined, we go to work to uncover where the “dam wall” is in their efforts. What element in the template is blocking flow? What could possibly be changed that would see the river of customers sailing into the site? Sometimes clients think they have to re-invent the wheel. Starting from scratch is not ideal, you want to build on what is working and accurately test to see what is not. Our wide skill set allows us to analyze every aspect of the site from design to copy, from images to templates –you name it, we have the expertise to offer solutions that can be tested and implemented.
For example, we were tasked by an E-Commerce offering health products to increase the percentage of visitors that ultimately purchase a product. We assessed which product page generated a higher conversion rate. We discovered that the website was presenting too much information at the wrong time, creating distractions in the sales funnel. Visitors who were already semi-committed to purchasing suddenly got distracted by another health product and no sale was made in the end. The multitude of links made it impossible for the visitor to advance successfully through the sales funnel.
We established a test using Google Website Optimizer to determine if sales would increase if we removed the distracting links. The results were overwhelming. The experiment became statistically significant with less than 200 visitors which is unusually fast. Editing the website template resulted in 172% gain with a massive 98.4 confidence margin. This was applied across all of their product pages which resulted in substantially higher profits for the business.
| Control | Variation | Improvement | |
|---|---|---|---|
| Conversion Rate | 5.66% | 15.38% | 172% |