Conversion Optimisation

In most cases your online ROI can be increased dramatically by optimising your landing pages conversion rate. Sometimes even small changes to your website or landing pages can have a large effect on your conversion rate and the number of sales you get from your website. Search Laboratory offer a range of services aimed at helping you increase the ROI you are getting from your current sources of traffic.

Landing page design and development

An effective landing page is a core part of a successful PPC campaign and it is common practice to approach PPC in this way. When paying to have relevant visitors, it is important to have a clear objective, which is usually to get something tangible (leads or sales) in return for your spend.

A good landing page can dramatically increase the volume of leads you receive and give you a better cost per conversion. A carefully constructed landing page should convey your key sales messages in a short and succinct way; thus making it far more likely to be read and therefore increasing the chances of your visitors converting.

At Search Laboratory, we go through a rigorous process to create landing pages. This includes an involved initial consultation where we will gather all the necessary knowledge about your company, product/service, competitors, target markets and credibility. Our experts will then apply their vast knowledge of best practice guidelines (and common pitfalls) to put together an effective landing page strategy which will significantly increase conversions.

Why should I allow Search Laboratory to help me create dedicated landing pages?

• Dramatically increase the number of leads or sales.
• Better cost per conversion.
• Improved return on investment.
• Ensure your core brand messages get read.
• Benefit from out wealth of knowledge and experience in landing page optimisation.

A/B and Multivariate testing

Our conversion specialists and web design team can test various elements of a landing page to improve conversion even further. We can formulate a number of test hypotheses which we think could potentially increase the conversion rate (for example; a change to the content, the header, or the call to action). We give you the reasoning behind why we suggest changing these elements and then put them to the test using Google Website Optimiser. For simpler tests we would use an A/B test (where we test one page against another). For more complex and involved testing a multivariate test would be used (testing various elements within one page).

Our testing service can be offered on a one off basis, or can be an on-going process of optimisation to ensure a continued improvement in the number of leads generated from your PPC campaign.

The testing service includes:

• Initial consultation to assess background and needs.
• Test hypothesis formulation.
• Test type selection (A/B or Multivariate).
• Test HTML, CSS and Image element design.
• Implementation of testing software.
• Results Reporting and Interpretation.

Usability and Conversion Optimisation Reports

If you're concerned that your website isn't generating the level of response you would like we can offer an in-depth usability and conversion optimisation report. This involves a full analysis of your website assessing all aspects including usability, site architecture, navigation, design, persuasive power, goals and funnels. Our experts will apply their knowledge and expertise to fully evaluate and make recommendations to improve your websites usability and conversion rate. A full report and consultation meeting will be held to relay the results to your web development team along with our specific recommendations for improvement.