Learn how we updated and improved our key membership pages to increase conversion and improve the quality of leads with simple customer-centric copy changes

To stay ahead of the competition, you need to keep monitoring and reviewing your key sales pages - are they converting, how much is it costing per user to convert and how can you improve conversions? At Smart Insights, we'll hold our hands up and admit our key Business Membership sales pages were due an update and so we started work on these at the beginning of the year. Here's how it went...

The problem

We had four landing pages that were designed to describe the value proposition of Business Membership and direct users to relevant pages to find out more: The overall generic filter page that is used to capture leads who would like to learn more about the different types of Business Membership, without delving too deep into…

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. [si_guide_block id="27373" title="Website conversion optimization planner" description="Stop losing valuable leads and sales. Use our website conversion optimization planner to map out your next project and ensure you're getting the most of our your…

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.…

A call to action (CTA) is just a fancy marketing term for a button that entices the user to take a desirable action, taking them further down the conversion funnel

Have you ever signed up for an online subscription service (Netflix, Spotify, you name it) or downloaded a free resource from somewhere? Well, your "action" was the result of an effective call to action. These seemingly straightforward buttons are an integral part of a marketer’s toolkit. They can make or break your conversion game, and be the difference between converting a lead and losing a potential client. A well-crafted call to action is a boon for both parties. [si_guide_block id="59581" title="Download our Individual Member Resource – Inbound marketing Quick Wins template" description="This template covers the latest inbound marketing techniques across the full customer lifecycle structured around the Smart Insights RACE planning approach so…

How do you know who isn't converting and how can you make the most of the data to bring them back to your site?

Have you ever looked at your website analytics in real-time and watched as people entered the site? To your excitement, some of them filled out a form and converted into a lead. I have, and it’s awesome seeing the 5-6% of people that make it through your website funnel pop out the other end. 

But what about the 94-95% of people who don’t convert? Most likely you’ve got a remarketing campaign setup, which is bringing some of them back. But is there anything else you can do?

[si_guide_block id="59581" title="Download our Quick Win – Inbound marketing Quick Wins template" description="Completing a website audit with the aim of improving results from your inbound marketing isn't easy if you're starting with a 'blank piece of paper'…

AWA digital helped Xero Shoes increase conversions and reduce return rates by split-testing sizing guide copy

Minimalist footwear company Xero Shoes came to conversion rate optimisation (CRO) agency AWA digital wanting to increase the conversion rate from their e-commerce website, which was already performing well. Using a data-driven CRO methodology that has evolved over 9 years (see figure below), AWA analysed over a million data points, cross-referencing findings to form test ideas. Through surveys, live usability testing, and quantitative data analysis, it became clear that one of the main concerns for users was finding the correct shoe size. While sizing is a common concern with apparel and shoe companies, Xero Shoes presented a unique opportunity as their sizing process had to accommodate the innovative minimalist footwear designs…

Whether you’re new to Conversion Rate Optimization or a seasoned pro, you need a solid CRO programme to take your digital marketing career to the next level

Done a lot of split or multivariate tests, or various other CRO activities, but not achieving the quantum conversion lifts you’d hoped for? If so, you need to read SmartInsights’ new and improved Conversion Rate Optimization (CRO) Programme Briefing!  

While still providing foundational advice on these topics:

Creating a data driven organization Estimating the ROI of your CRO projects Using the latest and greatest customer research tools Incorporating both big tests and smaller optimizations into your systematic testing

[si_guide_block id="46714" title="Download our recently updated Business Member Resource – CRO Programme Briefing" description="A marketers guide to running structured AB and multivariate tests to boost results from websites."/]

Our updated CRO…

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…

Chart of the day: Most marketers are not using Bandit, a CRO testing method.

Most marketers are doing A/B testing, whilst Multivariate testing and Bandit testing, are less used. 

What are the differences between each method?

A/B testing involves testing two versions of a page. There is a challenger and a control (usually the original page if you’re testing a different version against an existing page). Visitors are randomly assigned a version. Tests usually continue until a page (or version) is statistically (and significantly) better than the other. Multivariate testing (MVT) is very similar to A/B testing but involves testing more than two versions Bandit is similar to MVT except, increased traffic is sent to the most successful option, rather than sending equal numbers of visitors to each version. This allows you…

Chart of the day: Most marketers are running 1-2 Conversion Rate Optimization tests, such as AB testing, every month.

It's worth noting though that around 7% also run 20 or more tests, the majority run no more than 4 tests per month. It's no doubt testing is hugely important to marketers, I don't see to sell anyone the benefit of AB testing or Multivariate testing, but for those who'd like to know the difference, I've summarised below. I've taken the following definitions from Dr David Travis who is a UX consultant, has produced a very popular UX course on Udemy and has a Psychology PhD. The definitions are from his Udemy course. AB testing - a comparison of two designs, tested with live users and a large number of users. You can run tests until you have a "winner" for example, one which outperforms the other one statistically Multivariate testing - where there…

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