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A call-to-action for investing in conversion rate optimisation

Author's avatar By Dave Chaffey 26 Sep, 2012
Essential Essential topic

A case study of how an international company manages conversion-rate-optimisation

I think all digital marketers know we should be testing and improving our sites, but the reality is that often we’re focused on day-to-day activities like getting new content live and setting-up campaigns. This means that not enough or more commonly, no time at all, is devoted to structured improvement programmes.

One company which certainly does put the time into testing is Belron. They're a multi-channel business with sites operating in thirty-three countries with 19 languages with online revenue of over £400 million. You may know them as Autoglass or Safeglass in the Major markets such as the UK and US. Here Craig Sullivan, Group Ebusiness Manager explains why they invest in structured experiments on their site and some of the benefits they’ve seen.

I always enjoy listening to Craig speaking at events because he’s generous in sharing his learnings and tools that they use. This is an interesting case too since the testing has been scaled internationally.

Here’s what I found interesting from Craig’s talk - these are great arguments for investing in conversion rate optimisation - a call-to-action!

My instincts as a marketing person would give me a pretty good idea of what works… I find that the higher you go up in an organisation, the less chance there is of people guessing right. I tend to do slightly better than average, but even the best user experience and testing professionals the success rate might be 60 or 70 percent.


Testing removes ego and opinion from the design process. The important thing to learn is that the site is not for you, so it shouldn’t be tested by you. So you should put the decision making in the hands of the visitors themselves.


This is a real sea-change for organisations which get behind this since it will mean they stop making silly decisions and start making decisions based on cold, hard fact so removing ego and opinion from the process. This will be a continuing theme for Belron in the next couple of years as we look to massively ramp up our testing programme.

If you want to learn more, you can hear Craig speaking at Jump or view his Slideshares.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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