Archive for the ‘conversion rate optimisation’ Category

Reducing Customer Friction, Building Customer Relationships

December 16th, 2019 by Dave O'Dwyer

When it comes to online interactions, reducing customer friction – making it easier for people to buy from you, or do business with you – will make for a quicker sale and less frustration, improving your relationship from the outset, and most important, lowering visitor drop-off and abandoned carts.

PayPal recently announced deeper integration provided through Facebook and Messenger, making it that bit easier for Facebook users to purchase. Removing steps and barriers to completion is vital for ecommerce and other transactional business platforms. This is an example of small (from the end user perspective) adjustments in the user experience, which can have a big impact on the amount of completed sales through Facebook using PayPal.

Next time you’re considering a new feature for your website, ask yourself “could this be easier? Clearer? Are there any frustration points that would make a user give up before completing the transaction?” If there are, then consider how to eliminate them – feel free to call us to discuss. This is a discipline of digital marketing called “Conversion Rate Optimisation” or CRO. Amazon rationalised their checkout down to a “One Click Checkout” by removing as many barriers as possible, which has been pivotal to their success.

However, just making a quick sale doesn’t build a relationship. So for most businesses your efforts to make it easy need to have a counterpoint of working out ways to relate to your customers, provide further value, and ensure you deliver more than just a transaction. Let’s look at an example.

Case Study: Kool Kidz Childcare – Safe Kidz Program

We have recently assisted Kool Kidz Childcare to run their Safe Kidz program designed to provide a free community service – ensuring that child seats are fitted correctly into their vehicle – whilst at the same time having the opportunity to give potential customers a guided tour of their unique childcare centres.

Contactpoint designed and built the landing page for this service, including writing the copy to engage with the audience in a way that was open and honest about the opportunity. Rather than spend marketing budget on gimmicks and discounts, Kool Kidz is providing a free service in order to get the word out about their centres. In doing so, they build their reputation in the community and provide a point of difference from their competition. We built in functionality to make it very easy for parents to register and book into available carseat fitting appointment times.

Contactpoint also designed and implemented a pay-per-click campaign through Google Ads and Facebook to present geographically and demographically targeted ads to potential customers. The ads point to the landing page, the content of which is beautiful on both desktop and mobile, and keeps very much to the point of the interaction – understand why the service is being run, how you can take up the offer, and book in. Of course, there’s a little bit about why Kool Kidz Childcare is great for your children as well, to start to educate the potential customer. Customers don’t mind marketing when receiving a product or service for free.

Google are masters of providing useful services in return for access to all your online data, which they programmatically sell to the highest bidder. You don’t mind as you are getting free email and search functionality (amongst other services) that is useful to you. Even the ads you are shown are customised as to be as relevant to your specific data as possible, making you more likely to want to click on them.

We designed the Safekidz sign up process to both reduce barriers to conversion and build relationships through the initiative. Together with all the finer details of the process – confirmation messaging, email follow-ups, delivery of the experience – the process was seamless and gently promotes the Kool Kidz brand and values at each touchpoint. Ensuring the process is quick, logical and avoids user frustration was crucial to the success of the project.

The Safe Kidz initiative was piloted in Brighton, and based on initial success, we were able to quickly scale the platform to other locations of the childcare franchise with customised appointments, and appointment follow ups, per location. The program is delivering a great flow of engaged new parents to the participating childcare centres.

Need Help?

Our Contactpoint Digital Marketing team is at the ready to help you reduce customer friction, but not at the expense of your customer relationship. We look forward to hearing from you when you are considering a new digital marketing campaign, new website functionality, or even a brand new website.

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Split Testing Your way to Optimal Web Page Content

September 15th, 2015 by Trevor Robinson

What is Split Testing?

Split testing, also referred to as A/B testing or multivariate testing, is a method of delivering multiple versions of a web page in order to gather data about the efficacy of particular content (images, text, forms or video). Incoming traffic is distributed between the original (control) version and different variations without the user knowing that they are actually part of an experiment.

A/B testing involves testing two variations of a web page against each other to distinguish which version of the web page is the most effective.

Multivariate testing involves comparing multiple variations of a web page in order to distinguish which combination of variations is the most effective.

A/B testing is excellent if you are after quick insights regarding isolated page elements, and is best for websites with lower traffic volume. Multivariate testing tends to be a more intricate process. Given the multiple variations and possible combinations, multivariate testing requires more testing time and is better suited to high-traffic websites, in order to yield statistically significant results.

Why Split Test?

Perhaps your website is ranking really well in the major search engines, or maybe your search engine marketing and social media marketing efforts are generating traffic through to your landing pages, but that traffic that you have worked so hard for isn’t turning into conversions (clicks, enquiries, sales, signup…).

Conversion rate optimisation (CRO) is all about making the most out of your website visits, gathering data about your visitors’ interaction with your website to ascertain how your conversion rate can be improved. Split testing is an important part of CRO.

What can be tested?

Any element that can be moved on your web page can be included in your split tests, however before testing, like any good science experiment we start with an hypothesis formulated after analysing the behaviour of your current traffic perhaps using heat map analysis.

The most important on-page elements on a web page are likely to be:

  • Call-to-action buttons / text / links
  • Introductory headline
  • Web page graphics
  • Text content such as sales copy and product descriptions

How is it implemented?

Once an hypothesis has been agreed, the alternate content needs to be written or designed, and programmatically added to the target web page using special script that will deliver alternate versions of the content to different visitors. A returning visitor will always see the same content, as long as they are using the same PC & browser.

After a statistically significant set of test results have been gathered, the outcome of the test can then be analysed and if conclusive, the winning content can be permanently applied to your web page, for all visitors.

CRO-graph

Running a simple split test on the position of a call-to-action, or the text used in your main headline can make a big difference to your bottom line. Repeating the process and testing another change, and another change, will ultimately lead to optimal content for the desired visitor action.

Split Testing is a tool used by the most savvy websites, and is now available to Contact Point clients – please get in touch if you have a web page that isn’t delivering the conversions you are seeking!

 

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