Discover how AWA digital defied "best practice" to drive up conversion rates for a global car rental company

Discover Car Hire, a fast-growing car rental comparison and booking site, came to conversion rate optimization (CRO) agency AWA digital for help increasing the profitability of their website. To Discover Car Hire, "profitability" meant an increase to both conversion rates and average revenue per session (RPS). Car rental sales are always important, but most of the RPS boost came from their highly profitable upsells, so maximizing uptake of these was key to getting the best ROI. Using their proven methodology, AWA started the deep research that defines its process before creating a roadmap of hypotheses and split tests. The typical user journey through the Discover Car Hire site was similar to most other car rental companies: Home/landing page to enter…

CRO is an underrepresented specialty in today’s marketing industry and because of a general lack of understanding about the field of work, it often loses out

I attend and speak at some of the best digital marketing conferences all over the world and I can count on one hand, the number of sessions I’ve seen that offered quality content about Conversion Rate Optimization (CRO). This marketing specialization always seems to fly under the radar in marketing circles. [si_guide_block id="27373" title="Download our Premium Resource – Website conversion optimization planner" description=Plan structured tests and experiments to improve results from your site"/] Yes, there are a number of great websites and resources dedicated to CRO. There are also some excellent CRO-specific conferences out there and I’ve attended most of them - but the real problem is this: The only people talking about conversion rate optimization are CRO experts at CRO conferences and CRO bloggers on CRO-specific websites.…

10 simple test ideas for your B2B website, to increase conversions and improve the user experience, through user testing

User testing is the process of testing elements of a website to improve conversion, sales and revenues, as well as overall improving the user experience which brings for mentioned benefits. Being familiar with user testing is only half the battle, what do you test to make changes to improve the user experience for your customers?

Introduction to user testing

[si_quick_block id="111363" title="How to do Website User Testing to increase conversions" description="Explore reasons to do user testing, how to create a hypothesis for a test, and how to pitch user testing to your manager. We will also cover practical steps on how to write test scripts, how to carry out user testing, how to analyse results and how to interpret those results to make change happen."/]

In our new Quick Win - 10 things you…

Apply the customer-centric methodology that has doubled the sales of many websites

When we first launched Smart Insights nearly ten years ago, we chose a brand name that hinted at the power of using a data-driven approach for businesses to get more from their online marketing. For even longer, I personally have had a passion for helping businesses learn about the latest digital analytics techniques and best practices through my training, consulting and writing. Since we launched, in our member resources, I and our expert contributors have worked hard to share best practices with our members on using digital analytics with the aim of increasing their conversion rates. At the same time, we have worked hard to improve our member onboarding experiences and increase our own conversion rates to our free and premium memberships    So I’m delighted to review Making Websites Win, a…

Converting leads into paying customers is the undying challenge for marketing teams and e-commerce companies year after year

Every business wants to grow their revenue and reach, yet many still struggle to understand what the numbers actually mean and how to use them to boost sales. Thanks to advances in big data and analytical technology, marketers now have access to more consumer data than ever before. However, this only serves to overwhelm over 50% of marketers, in turn making their marketing strategies ineffective. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] Since there is access to so much information within a business’s sales and customer data, marketing teams tend to feel overwhelmed and unsure of the best ways to apply it. While nearly every dataset has its…

Understanding some of the basics of the psychology of persuasion and how to apply them, can make a huge difference to your marketing efforts

We’ve previously spoken about how psychological principles can help shape and optimize brand communications — not least, referral marketing campaigns. In truth, there’s a whole universe of theories and heuristics belonging to a wider field of behavioral economics. Behavioral economics basically describes the effects of psychological, social, cognitive, and emotional factors on human economic decision making. This obviously includes the dynamics of deciding to buy. And for this reason, having a good grasp of some key ‘cognitive triggers’, rooted in behavioral economics theory, is a good idea for any ecommerce marketer. Let’s take a closer look at 3 of the most well-known ‘cognitive triggers’, and how they can be applied to your marketing efforts…

Anchoring and the decoy…

Learn how AWA digital helped Superfi increase conversions by a data-driven header test

Hifi retailer Superfi came to conversion rate optimisation (CRO) agency AWA digital wanting to increase the conversion rate from their ecommerce website. Using their tried-and-tested research framework (see figure below) AWA gathered quantitative and qualitative data, cross-referencing findings to form test ideas. It became apparent early on that the website suffered from distracting links, leading people to non-sales funnel pages at key stages of the buying process and in the sitewide header.

How research feeds ongoing testing

Among the various research strands used for the project, heat mapping, Google Analytics and survey data stood out as offering some great insights for this test. As well as being able to…

Conversion rate optimization (CRO) has generated a lot of hype and it is seen as a silver bullet that will solve all the problems the ecommerce business has.

The truth is there are two sides of the same coin. The first one is that CRO is indeed as magical as the compound interest: only a 6% add of incremental increase will lead to 90% more conversions in just 12 months. This means you double your conversions and you decrease the customer acquisition cost - double strike! This is the good side of conversion optimization. On the other hand, the bad side of CRO is that not all companies are qualified to start the optimization process, and not all the companies that adopted this technique are doing it in the right way. Further on, in this article, I want to present you the real path of conversion rate optimization, from start to success. …

Chart of the day: Unbounce reveals business consulting, travel and job training industries have the best conversion rates.

The comprehensive report, which evaluates thousands of conversion rates has found the three industries with the highest conversion rates. Business consulting, whilst most likely receiving low levels of traffic appears to convert well, whilst job-related training also has high conversion rates which is good news for elearning related websites and training providers! Travel is as strong as ever, with demand for flights, hotels and holidays as high as ever, the travel industry enjoys a decent conversion rate and the lending industry isn't far behind - there is still demand for loans and credit. It could be something to do with the mindset of customers who are interacting with these industries. When people are looking for credit, after assessing options, they are likely to go ahead and proceed as…

Conversion rate optimization (CRO) is the process of converting more of your website visitors into leads for your business

Especially in long B2B buying cycles, the ability to generate more Marketing and Sales Qualifies Leads (MQLs & SQLs) is crucial for long-term success. That said, in recent years, marketers have become preoccupied with driving more traffic to their website, they’ve overlooked the power of CRO. In fact, for every $92 spent acquiring customers, only $1 is spent converting them. B2Bmetric have created an infographic on 16 ways companies can start focusing more on CRO and generating higher conversion rates and more sales online. Thanks to Ben Brown for sharing their advice and opinion in this post. Ben is a B2B marketer, PPC fanatic and Burrito enthusiast at B2Bmetric.…

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