Conversion Optimisation

Conversion Optimisation adds to and enhances the rest of the eMarketing services offered at Quirk and is an essential service for any company wanting to take their website to the highest level of efficiency, effectivity and productivity. At Quirk, we believe that increasing your conversion rate is key for any website to out-perform its competitors. Conversion Optimisation is a two phase process which is made up of Analysing the collaborative effect of your eMarketing efforts and Optimising their effect in turning visitors into customers

Phase One: Analyse

Usability - Listening labs are conducted according to best practices in order to determine the response and click paths of "real" visitors to the site, which allows for an insight into the behaviour of the target market to the site.

Website stats - This involves the setup of advanced site stats that analyse in detail the behaviour on the site. Funnel analysis is key as it indicates the common clickpaths in the site.

Cross-service ROI tracking - Cross-service ROI tracking compares the effectiveness of each of the Emarketing services to determine where to focus optimisation in order to get visitors to a goal page.

Split testing - Split testing involves creating a hypothesis and testing it by randomly sending visitors to either option in a statistically equal manner, and measuring which has the best conversion rate. Split tests can become more advanced as the number of options increase.

Multivariate testing - Multivariate testing is a more advanced, in that it takes a number of different options for particular elements on a page and then creates a number of pages equal to the product of those options and elements. After which each combination is tested.

Other measurables - eMarketing is highly measurable, and many services produce valuable data that must be taken into account. These include PPC data, banner advertising statistics and affiliate tracking.

Phase Two: Optimise

Each conversion process from attracting the first click to landing on the goal page can be seen as a series of steps, each one with its own drop-off in clicks.

Reducing this drop-off by page redesigns and usability improvements is the primary goal here. After the research conducted in the Analysis Phase of Conversion optimisation changes are made incrementally on the site in question, and the results are again measured, a process that repeats iteratively as corrections are made and conversion rates increase.

A variety of techniques are employed to improve conversion rates, depending on the area being improved. For example, a better landing page may improve the step between a PPC click and adding a product to a cart. Other more general usability factors such as menu design and font size are also taken into account and modified if necessary.

Overall, an increase in conversion rate of 25% to 50% is not uncommon, and the optimisation continues to pay dividends long after the work has been done.

Conversion Optimisation is an advanced service, requiring a wide range of skills and a deep understanding of the internet. As the marketplace gets ever more competitive (at internet speed) with increased online spending, so the need to maximize every click becomes essential.

Quirk is currently the largest full-service agency in Africa. We are also a Google Adwords qualified company and an Google Analytics authorised consultancy. With 11 years of hands-on experience in fields such as search engine optimisation, PPC, mailing and website development, we are uniquely positioned to use our deep understanding and knowledge to improve the conversion on your website.