1 Strategy & Research


Aim

Understand your strategic goals and build in-depth insight into your customers and their behaviour.

Output

A prioritised backlog of hypotheses for optimisation.

Duration

2-4 weeks.

We use a wide variety of techniques to identify areas for optimisation

Strategic

We start with a workshop to understand your business goals and to assess how conversion optimisation can support them. Everything we do following the workshop is aligned to your business objectives. We will also carry out a competitor analysis and review product positioning.

Technical

We will assess your digital products from a technical perspective as having a digital product that is bug-free and fast is the foundation upon which everything else is built. As well as improving the user experience, there are other rewards such as improved search rankings.

Web analytics

The first step in conversion optimisation is to understand how your digital products are performing right now. We will carry out a Google Analytics healthcheck to ensure that it is setup correctly and is tracking everything that we need.

Usability testing, mouse tracking & heatmaps

Building up a clear picture of how your users are interacting with your digital product is a ‘must have’ to identify conversion optimisation opportunities. We use the latest tools to carry out remote user testing, track user mouse interactions, and review page heatmaps to identify product bottlenecks.

Heuristic analysis

Our team brings a huge amount of experience to the table which we draw on to review your website from a heuristic perspective. We combine this insight with the qualitative and quantitative techniques above to produce a prioritised roadmap for conversion testing.

Qualitative research

Sometimes only direct feedback from users will highlight where product issues lie. We use a variety of direct interaction techniques such as exit surveys and interview to really dig deep into customer behaviour and find sources of friction.

2 Design & Experiment


Aim

Phase 2 is where we put to work all the insight that we’ve gathered in Phase 1.

Output

A winning experiment variation that increases conversions.

Duration

4-6 weeks per experiment (dependending on traffic).

We pick the next experiment to tackle, design the structure and variations for it, and then manage the experiment through to conclusion to find a winning variation.

Let’s walk you through a simple example to explain.

Define the problem

Imagine we’re conversion optimising for a photo sharing tool called Acme Photo.

In the research phase we observed that new users were struggling to understand what Acme Photo is and what the benefits are.

Users found the value proposition copy confusing and many users exited the website without reading on or registering for the service.


Creating a solution

So we formulated the hypothesis that: Improving the homepage value proposition will increase site registrations

We analyse the value proposition and use our experience and creativity to come up with several new value proposition statements that we believe capture the customer value in an easy-to-understand way.


Running the experiment

We then launch an experiment to test these new value propositions against the control (the current homepage). 

3 Insight & Evaluation


Aim

Analyse the winning variation and draw further insight.

Output

Experiment analysis and write-up.

Duration

1 week.

After an experiment has received enough traffic we will hopefully find a winning variation that is producing an increase in conversions.

We can then deploy the winning variation to the live website and benefit from the gains.

But we don’t stop there - we analyse the results of the experiment data further to draw additional insight from the experiment.

Finally we take the decision to either re-run the experiment with new variations to gain further lift, or move on to the next hypothesis in the experiment backlog.