Small changes to your website could increase conversion rates by as much as 500%.

It is essential that visitors arriving at your site engage with the content and take actions that lead to a Conversion Goal.

 

Test Case - Rudder.com

Rudder.com is an online service that reduces the effort required to manage personal finances. Their free online system simplifies complex financial information and delivers emailed account snapshots and graphs to help users make better financial decisions.

 

Original (control) home page

 

Rudder.com enjoys a healthy volume of unique visitors coming to the site each month, from a combination of paid and organic sources. However, the conversion rate of this traffic was below expectations and, in order to meet its business objectives, management needed to quickly improve the conversion rate of the sales funnel.

 

The Solution: Conversion Rate Optimisation

The Conversion Rate Optimisation strategy involved real-time controlled experiments where ideas were developed and tested with live web visitors who were unaware they are being shown variations of a web page.

 

Identified areas to test:

 

• Static layout with all features visible will lift conversions
• New benefit headline will lift conversions
• Larger Sign up button above the fold will lift conversions
• Links to 'Learn more' pages will lift conversions
• More prominent security message will increase trust
• Thumbnail pop-ups tied to features will lift conversions

 

Two new versions of the home page were created and then split-tested using Google's Website Optimiser (a free service). A page variation was shown at random to each visitor arriving at the site and then tracked for conversions. Rudder were able to accurately assess how each variant page elements impacted on conversion rates. Features were then implemented once a statistically significant amount level of data was captured and shown to improve conversion rates.

 

By identifying hypothesis, testing the hypotheses against the original home page, measuring conversion rates and then implementing the winning features, Rudder.com were able to improve their conversions rates by 87.3%.

 

Rudder.com's new home page now has a 87.3% better
signup conversion rate than the original version.

 

Contact us now to improve the conversion rate of your website