conversion rate optimization

CRO case study: how we skyrocketed lead gen by 63.83%

  • Laurel
  • ON
  • October 10, 2018

Ever wondered about the impact conversion rate optimization could have on your business? Or whether CRO is all it’s cracked up to be? We’re here to answer your questions. This case study explains how Brain Bytes Creative skyrocketed lead generation for an orthodontics supplier by 63.83% in less than one year using a multifaceted Conversion Rate Optimization (CRO) Strategy involving:

  • A data-driven hypothesis
  • The scientific method
  • AB testing
  • An iterative process for continual optimization

A glimpse at the data:

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Read on to learn about our strategy, process and results.

Untapped potential

As part of our ongoing analyzation, the CRO team at Brain Bytes Creative looks at qualitative data like customer surveys and session replays as well as quantitative data — click rates, scroll data, on-page analytics. Looking at on-page analytics, we noticed the conversion rate for a particular product category was relatively low, 0.15%.

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Before deciding what to test, we looked deeper into our observation used several methods of analysis:

  • Page analytics (drop-off rate, bounce rate, time on page, etc.)
  • Analysis of design elements, copy, visual cues, placement of CTA’s on the page
  • Session replays of users interacting with the site
  • Heat mapping with scroll and click data

Our hypothesis

The most insightful data we found through our analysis were the high bounce and drop-off rates from pages in this product category, as well as indications of user frustration during session replays. From this data, we crafted two hypotheses:

  1. Featuring a “Request More Info” button on each individual product page (in addition to the one in the main navigation) will increase form submissions (leads)
  2. Moving the contact form fields above the fold on mobile will reduce user frustration and increase form submissions (leads).

Results: data doesn’t lie

Once our hypothesis was created, we began our tests and let the data speak for itself. The results were clear: the new variations drastically outperformed the old one.

Before our recommendation was implemented, our client was missing out on lots of conversions from pages that didn’t have “Request Information” buttons — many desktop pages and all mobile pages. By optimizing the design to introduce a next step for users, we increased overall and mobile conversions by ↑63.83%.
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The bottom line: ROI + business impact

Assuming the average lead is worth $500, we increased revenue by $15,000 in just three months… an impressive ROI for our client.

Numbers like this are hugely impactful, but not surprising given the amazing potential that CRO holds for a company’s bottom line. In fact, the average ROI for investing in a conversion rate optimization strategy is 223% according to this study which evaluated 3.1M websites.

In the world of doing business online, it’s hard to imagine a strategy that correlates more directly to business success than increasing conversions. And it’s hard to imagine a better method for optimizing conversions than through iterative experimentation. Jeff Bezos, Amazon’s CEO put it bluntly: “Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day…”

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The Brain Bytes Creative strategic approach

The Brain Bytes Creative approach to CRO is experimentative, iterative, and data-driven. We work in cycles of scrutinizing data, creating hypotheses, testing, implementing the best-performing variations… and return again to the first step of monitoring and scrutinizing data.

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This means that while the example in this case study yielded significant results, it’s just a small glimpse into what our ongoing iterative approach encompasses.

What’s next?

Thanks for reading! Hope you learned something and enjoyed this case study. Ready to give your conversions a lift? Brain Bytes Creative offers specialized conversion rate optimization services using funnel analysis, user flow optimization, heatmapping, session replays, form analytics, and optimization, and of course, A/B testing. Read more about our CRO services or contact us!

conversion rate optimization

Conversion rate optimization: What is it, and why does it matter?

  • Laurel
  • ON
  • September 14, 2018

What is conversion rate optimization?

What would you say if I told you I could help you increase clicks on a button on your website 71.2% simply by editing the copy? Or increase clicks on a link 24.93% by changing the formatting of the text? Better yet, what if I told you I could increase conversions by 46.95%, making the page 19.99% more valuable?

You would probably think I was full of s**t. But these are real numbers from Brain Bytes Creative clients. That’s the potential of a strong Conversion Rate Optimization strategy. I’m going to tell you everything you need to know about the basics of CRO, how it impacts your bottom line, and how to know when you can benefit from a focused CRO strategy. Here we go.

Everything you need to know about CRO in 100 words

You’re busy, and the internet is full of long articles about Conversion Rate Optimization. Let me save you some time. I am going to tell you what you need to know about CRO from a 3,000-foot view in the next 100 words:

In digital marketing, Conversion Rate Optimization is a set of methods used to increase the percentage of users on your website who convert.

A conversion can mean that the user becomes a customer, or more broadly, takes any action which brings them further in the funnel, one step closer to becoming a customer. This can include requesting a demo, joining a mailing list, downloading a whitepaper, to name a few.More specifically, CRO tests headlines, design, color, call-to-action, layout, and copy variations to create the best-performing sites.

At Brain Bytes Creative, we know that CRO is experimental by nature. Yes, there are best practices, but each industry and each website has different users who behave differently. Because of this, we use a variety of techniques to understand and optimize each of our clients’ websites including:

  • user flow analysis
  • heat maps showing where users click and how far they scroll
  • session replays showing user frustration
  • form analytics including drop-offs and fields that slow users down
  • A/B testing (of course!)

Interestingly, finding the best variations sometimes includes failure as a necessary part of the optimization process, which you can read about here.

How to know when you need CRO

Any website that has a call to action, whether it’s to request a demo, purchase a product or subscribe to a newsletter, can benefit from Conversion Rate Optimization. That said, there are several factors which make your site an especially strong candidate for a huge ROI. I like to think of these as “warning signs” that you need CRO urgently. Here they are:

Your site has high traffic but a relatively low conversion rate.

If your site has a lot of monthly visitors, congrats! That’s something to be celebrated. But it’s not enough on its own.

Here’s a simple illustration:

Imagine your company sells concert tickets (or sunglasses or roller skates or unicorns… let’s have fun with this!) Let’s say your website gets 10,000 visitors per month and your conversion rate is 4%. This means your site currently brings in 400 conversions each month. Now, let’s say you’re responsible for doubling that number. Yikes. That sounds daunting.

Keep in mind: Search Engine Optimization (SEO) is focused on driving visitors to your site and Conversion Rate Optimization (CRO) is focused on helping those users convert.

Conversion rate = the number of conversions (clicks, purchases, sign-ups etc.) divided by the number of visitors to your website.

If you rely on SEO alone, you will have to increase your monthly visitors from 10,000 to 20,000 to achieve this goal. But if you also use CRO to increase the percentage of visitors who convert, you’ll find that it’s much more feasible to reach your goal. Increasing your conversion rate and monthly visitors each by 33% will lead to the same doubled conversions, and leave room for even further optimization.

Enough math. The point is, you can make the most of the traffic you already have while creating space for even further growth.

Your website has high cart abandonment rates.

Have you ever checked your site’s form analytics or watched session replays to see where users are dropping off in the conversion process? It’s one of my favorite ways to gain insights into user pain points. Knowing where a user is dropping off can be very telling of problems on your website.

If users are abandoning their shopping carts (or other forms, like demo request forms) it’s especially alarming. Because it means that the user was ready to convert but something about your website pushed them away. Yikes again.

Luckily, a solid CRO strategy that includes form analytics can turn these numbers around. For one of our clients here at Brain Bytes Creative, we increased Request an Appointment form fills by 46.95% and increased page value 19.99% by removing a form field.  (Read the full case study here.) Then we continued to analyze the form and increased form fills by an additional 7.01% for the same client by reordering form fields and editing the copy on the form. The results from these kinds of tests can be pretty amazing.

Your site was designed more than a year or two ago and/or wasn’t designed with mobile and tablet users in mind.

Technology and the way people interact with it is changing constantly. Since 2014, the percentage of internet users who are online using mobile or tablet has increased from 48% to 58% in 2017. That’s a ten percent increase in three years. Crazy.

This is why it’s necessary to continually optimize your site for conversions. For one of our clients whose site wasn’t mobile-optimized, the CRO team here at Brain Bytes Creative decreased bounce rate by 10% for mobile and 15% for tablet simply by removing an alert bar that detracted from the user experience.

If your website was designed three years ago, it was designed for people who were using the internet in a totally different way. Three years from now, it’s bound to be different again. A dated site, even if it’s a slightly dated one, is another red flag indicating that you are a prime candidate for CRO.

CRO can change your world — or at least, your bottom line.

What good is a site that doesn’t convert?

Imagine you’ve built a beautiful website. It’s beautifully branded, it has stunning graphics, clever copy, and loads quickly. It even ranks high on search engines and gets lots of monthly visitors. You’ve undoubtedly spent lots of resources on this beautiful site… but why does any of that matter if your site doesn’t drive users to purchase your product, request a demo, or at least join a mailing list?

Obviously, a beautiful site is not very helpful unless it is bringing in business. The good news is a strong Conversion Rate Optimization (CRO) strategy can fill that gap. A strong strategy includes experimenting with various changes and iterating through those changes, optimizing your site based on which changes perform well. Over time, small changes lead to big results.

I hope this article was helpful! Looking to give your conversions a lift? Brain Bytes Creative offers specialized Conversion Rate Optimization services using funnel analysis, user flow optimization, heatmapping, session replays, form analytics, and optimization, and of course, A/B testing. Click here to read more about our services or contact us!

conversion rate optimization

How to fail well with CRO (conversion rate optimization)

  • Laurel
  • ON
  • August 7, 2018

Picture this. You’ve built a website. It’s a pretty good site. It’s easy to navigate, explains your product offering well and is nice to look at. It’s performing alright. You’re getting good traffic and a fair percentage of your users convert. You’ve implemented things that are considered best practices in the conversion rate optimization world: you have prominent calls to action, your button colors contrast against the background, and the copy is clear.

But you sense there’s still untapped potential. There’s room for improvement. You want to see your conversions lift.

This is where learning to fail well becomes important. To see the conversion lifts you’re looking for, you have to embrace taking risks. If you only test small changes you’re pretty sure will improve your site, you miss out on the opportunity to test bigger changes that could be really impactful. Bigger risks often lead to bigger lifts.

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The first step in failing well: take risks

You’ve probably heard the quote “In order to succeed spectacularly, you have to be willing to fail spectacularly,” by Biz Stone, the founder of Twitter. At Brain Bytes Creative, we live by this mantra: fail spectacularly. We’ve built a culture that celebrates failing well — because we know it’s the only way to big success.

Conversion rate optimization is experimental by nature, and experimentation always involves an element of risk and uncertainty. Successful CRO programs are built around the concept of testing. As CRO specialists, we gather insights based on UX and marketing insights, then test website changes, monitoring the results until they reach a statistical significance. We obsess over the data and get excited when we see lots of green arrows. It’s exciting to help our clients succeed.

As much as we love seeing green numbers, we also celebrate losing tests. Why? Because they teach us stuff about our target audience. They help us redirect our efforts. Failed tests matter because of the marketing insights we learn from them.

This is the next key aspect of failing well: recognizing the value in failure. Because failing is learning.

Understand that failing is learning

Whether we’re A/B testing a blue call-to-action button vs. a green one, or testing shorter vs. longer copy, the most important part of a test is what we learn from it. This is why it’s vital to run tests that are designed to teach us something. How? By setting up tests properly so that a lift or dip in conversion can be attributed to a specific change, by running tests until they reach statistical significance and — this part is important — by accepting that having some failed hypotheses is part of the process. In fact, having a few fails means you’re probably testing the right hypotheses: those that are backed by data and UX / marketing best practices, but still teach you something you don’t know.

So how do you find valuable insights from a failed hypothesis? Here’s an example of a failed test we ran here at Brain Bytes and how we learned from it.

For context, our goal was to increase conversions (appointments scheduled) for an orthopaedic practice in the Southeast. We noticed that the CTA was below the fold and users had to scroll for a while before reaching it. Our hypothesis was that moving the “Schedule an Appointment” button higher on the page would increase appointments scheduled. We A/B tested it. And it failed.

For the variation that had a CTA above the fold, conversions actually decreased. Fewer users were scheduling appointments. When our test reached statistical significance, appointment schedule conversions were down 18% from the month before.

But we learned something valuable. We learned that for this product offering, customers needed to gather more information before they were ready to convert. It wasn’t only a matter of helping them quickly navigate to the “schedule appointment” button, but identifying and giving them all of the information they needed to feel comfortable before deciding to convert.

We moved the CTA back down on the page and watched conversions go back up. What was really valuable about this test was that it gave us deeper insight into our customer and their conversion journey. It shifted our focus to identifying what pieces of information they were looking for and presenting that info in a clear way, making the page easier to use and resulting in increased conversions.

So our test failed. We learned from it. What next?

Openly share CRO failures – internally and with clients

At Brain Bytes, we talk a lot about how our clients are partners. In any healthy partnership, both parties are working together toward the same goals. Nothing makes us happier than seeing our clients succeed. Because we want to support our clients and their success, we openly share failed tests with them. We share the red numbers. We share what we learned. And we share how we plan to take the insights we learned and turn them into new tests and actionable changes that will give our conversions a lift — and ultimately help our clients win.

What would you say if I told you I could help you increase clicks on a button on your website 71.2% simply by editing the copy? Or increase clicks on a link 24.93% by changing the formatting of the text? Better yet, what if I told you I could increase conversions by 46.95%, making the page 19.99% more valuable?

Looking to give your conversions a lift? Brain Bytes Creative offers specialized conversion rate optimization services using funnel analysis, user flow optimization, heatmapping, session replays, form analytics and optimization, and of course, A/B testing. Click here to read more about our services or contact us!