Client enjoys 300% uplift

Refreshed Media have have helped van leasing client FLEXXiVan increase their website conversion rate by over 300%.

As part of Refreshed's new conversion consultancy service, multivariate testing was used, which tests different versions of a web page to site visitors to determine which one offers the best conversion rate.  It's fast becoming one of the most effective conversion rate improvement techniques.

Step one was to decide which page to test.  This wasn't necessarily going to be the page which had the most visits, but rather the page which had most potential impact on conversion rate.  The initial analysis led to a decision to test the product details page (which was typically the mostly visited page before the enquiry form was clicked on).

Secondly, Adrian Durow, the Refreshed Media consultant working on the project, chose sections of the page in which to create variations using attention and attraction analysis.  These are typically the most likely areas of a page to have an impact on whether the visitor decides to enquire/order/book. 

Thirdly, the variations within the chosen sections were decided on.  Multivariate testing does not necessary require drastically different versions of a page in order to be successful.  Sometimes, subtle tweaks can cause significant improvements in results.

Next the changes were put live on the web and left to gather data, monitoring thousands of website visitors and the change on people submitting enquiry forms.  Upon conclusion of the test, the successful variation had a conversion rate which was over three times greater than the original page!

FLEXXiVan were extremely pleased with the upturn in conversion rates, which meant that their other campaigns were producing a lower CPA (cost per aquisition).

This is an excellent example of how conversion consultancy can significantly improve a website's return on investment.  As so much time and money is invested in designing a website and driving traffic to it, it makes sense to ensure the site is converting as many enquiries as possible, and that means ongoing analysis and amendments.

For more information on the innovative conversion consultancy service, contact Adrian Durow on 01202 414101.