Seeing an increase in your website traffic but not an increase in your customers? One of the many services we offer is Conversion Rate Optimization (CRO). We evaluate several factors within a client’s website and identify ways to improve upon them in order to get a higher percentage of their visitors to become customers. A great example of our CRO process is the recent work we did for Adelphi University.
Adelphi’s website aims to convey details about their educational programs in order to generate initial leads for prospective students. We hypothesized that a shorter and more focused page would have a higher conversion rate than their current page. We created a new version of Adelphi’s Master of Social Work Program to test against their standard page. The new “short form” version of the site includes a headline, an image of the targeted audience member, a simple form to request more information, and key value propositions about the program and the company as a whole.
The standard “long form” version of the site includes more information, an image of a professor with members of the targeted audience, specific program requirements, and links to apply.
We starting our testing process by running an A/B test with our partners. We routed 50% of their pay per click (PPC) traffic to the new short form site, and 50% of the PPC traffic to the existing long form site. We then measured the conversion rates of each site with a 98% confidence interval in our data. After repeating the test to validate our results, we found that the short form version had a significant 23% increase in its conversion rate. In other words, the version of Adelphi’s site that was more focused and succinct performed much better in terms of getting their target audience converted to their leads.
Now that we had a new short form version of the site that performed better with PPC traffic, we were able to do a multivariant test to test individual elements within the page. In order to accomplish this, we created another variation of the short form page to test against the other page that we built. This page has the same information as the existing version, but includes an additional quote and minor changes in text and photo styles.
We already knew that being clear was more effective than being persuasive, so the goal of this next test was to see how small changes in the copy, layout, and design affected their leads. We saw an additional 6.5% increase in the conversion rate with the newer design of the short form page. This told us that the orientation of images was the key to success for Adelphi. People connect with people, so an image that faces the user makes a stronger connection than an image that is facing away and a personal quote provides yet another human touch.
Our work with Adelphi is ongoing. There’s still more testing to be done, and we believe that we should always be testing to give our clients the best possible products. Being focused and succinct often works better than being verbose and detailed, and being clear works better than being persuasive. When building a page that’s aimed at lead conversion, remember to think about the target audience first and then work to optimize each element to suit that audience. If you are looking to increase the leads generated through your website, we would love to help you. Check out our other Digital Marketing services to see what we can do for you!