turning curiosity into conversion with cro
Specialising in personal training qualifications, Train Fitness were looking for new ways to promote their online prospectus requests. With all enquiries needing to provide an email and phone number it was the perfect way to acquire new business, however after losing some of their organic search rankings it was becoming increasingly difficult to generate new leads.
By taking leadership of their analysis and implementing Conversation Rate Optimisation (CRO) on the website, we believed we could ensure Train Fitness’ pre-existing investments in traffic acquisition were optimised and their website was more efficient by reducing CPAs.
ANALYTICS AUDIT AND SETUP
We performed an audit of the existing analytics account to ensure the data that was recorded was reliable and robust, along with the implementation of any additional tracking required to enrich the data.
Our team provided Train Fitness with a full conversion review to identify key areas of the site that were under performing. We also identified areas with the largest potential for growth and clarity on how to achieve it.
ITERATIVE TESTING CYCLE
We took the findings from our conversion research and created hypotheses of how to improve the website. Following our findings we tested using our six step process.
OUR SIX STEP PROCESS
Step 1: We identify what areas of the site to test based on analytics and where we can make the largest gains.
Step 2: Our CRO experts, designers and developers create test variations.
Step 3: We run the test by splitting traffic between variations using a testing tool.
Step 4: We define conversion goals and measure the performance of each variation testing to 95% statistical significance.
Step 5: As we test, we look to optimise and improve winning variations.
Step 6: Report back our findings and recommendations.
The area we identified as having the greatest potential for uplift was the lead form. We tested a hypothesis that by moving the submission button above the page fold we would see an increase in submitted details. We also tested further variations of content and formats.
The result was a 15.5% increase in conversion rate, proved by a guaranteed 95% statistical certainty.
We are helping Train Fitness with continued testing on the main landing page. We are constantly looking to maximise the performance of the paid media being sent to the site with regular optimisation.