Website Optimisation
Convert more of your visitors into paying clients
It is not enough simply to bring visitors to your site. You must also give them a reason to stay. Only then will you have a chance to convert a high proportion of your visitors into clients generating revenue for your business.
Metrics Media can help you optimise both halves of your customer’s journey: first, their path to awareness of your brand/product via advertising – paid search (PPC), natural search (SEO), display advertising, affiliate marketing – and then their journey of actually interacting with your website.
A/B and multivariate testing
Let your visitors determine the shape of your online content. We specialise in creating controlled tests of the effectiveness of your content, methodically refining the usability and utility of your website.
With an A/B test we create two different versions of a page, then split visitors 50/50 between the two versions for a controlled period, and measure which version is best achieving your goals. A multivariate test, or MVT, goes a stage further, testing variations in more than one element on a page at the same time.
And how do you decide which elements to test? The options may appear endless, but our MCO process will help you identify your micro conversion goals so you can target improvement in these key areas.
Landing pages
Landing pages are a great way to handle a targeted keyword campaign, but what do you do with your visitor once they have landed? How do you turn them into a customer? With landing pages you are trying to keep a narrow ‘click path’, so how do you ensure that the visitor takes the desired next step?
We are experts in creating purposeful landing pages. Working with your online marketing campaigns, we ensure that you are driving the right visitors to your pages and that your content is as persuasive as possible. For example, with paid search marketing campaigns, we would ensure that your paid keywords are rigorously tested for profitability against position and conduct tests to improve the conversion of the landing page, we might for instance test different combinations of image, headline and promotional copy to find the most effective version at driving conversions.
Funnel optimisation
You need to understand who your visitors are and how they are interacting with your website. Effective user journey analysis will highlight the points at which visitors drop out, segmenting the traffic source lets you understand how to then fix the issue, be it marketing or website based.
Funnel analysis is a key way to eliminate weak points in your conversion process. A funnel is a critical route through your website with a clearly defined end-point for instance, the journey from a landing page to further information on a product to making a product purchase. By defining the primary funnels on your site you can see how well your website is delivering your business goals.
And at Metrics Media we believe that you can take your funnel analysis right back to the original advertising that brought the visitor to your site. We can then segment users coming from different advertising channels to understand the behaviour of each channel and test the performance of each of your media types against the micro conversion points we have established for your business. This is known as wider funnel optimisation.