March 28, 2012
Strategy integration is the key to success in the digital arena. Far too many businesses focus on tipping more users into the top of the sales funnel, instead of focusing on improving the conversion points within the website itself. GoSwitch.com.au - a free electricity comparison website - is a terrific example of a client that understands the value of continually testing and trying new layouts and designs.
The current homepage is the 6th iteration in the last 3 months, tested continuously. In this version, we have distilled the features that drive the highest conversion rate (measured by forms submitted and phone calls driven). From the start of testing to the final product we have seen conversion rates increase 50%. So, lets look under the hood at what we actually did…
Reducing clutter has been key to improving the user experience on GoSwitch. Whilst many marketing managers will argue that you need to wedge every possible bit of content onto the site, the truth of the matter is that less is more. The current homepage has only three primary navigation buttons and two call-to-actions. A video tells the user everything they need to know about the service and saves lots of space on the page for imagery and white space.
Tracking phone calls
Dynamic phone tracking allows us to see how many people called the phone number and the source of those calls. Visit the site from different sources (Google, Yahoo, paid ads etc.) and you will notice that the phone number changes, allowing us to accurately track calls. We know how long the call was, where it came from and the terms that users typed into Google before they visited the site and dialled the number. This kind of insight closes the loop on digital strategy.
Ongoing testing & optimisation
The current homepage is not, however, the finished product. In fact, it will never be “finished.” As we speak, our designers are looking at new ways to improve the user experience and increase the conversion rate another 10%.
When you consider that the ongoing cost of advertising delivers leads at a cost of more than 10%, it makes sense to spend a couple of thousand dollars on design changes and continually refine them.
Test, test, test – the Pixel Light way.
Josh Strawczynski, Account Director