Conversion optimisation

The performance of your website is critical if digital marketing is to generate direct response, yet many marketers never optimise their website once it is built. However, improving your site conversion rate from just 2% to 3% is the same as improving your advertising efficiency by 50%.

If just 1 more visit in every 100 resulted in a purchase, sales could increase by as much as 20%. Quite simply there is no better way to make a significant improvement to your marketing and advertising ROI than optimising your website.

Our approach is tailored specifically to the travel industry. Travel consumer behaviour online is distinctly different to that of other industries and our experience gives us a head start in determining strategies that will work. We bring together our expertise in designing and developing travel websites to running ROI focused digital marketing campaigns to improve our clients websites usability and increase your bookings.

Our work is broken down into two key phases with analysis across all traffic sources.

Website Performance Audit

At the start of each web optimisation project it is critical to spend a period of time analysing exactly how your website is performing and we do this in three ways.

Video Capture Analysis

Video Capture Analysis works by placing a piece of code onto your site which allows us to watch real-time playback of actual customers using your site (mouse movements, clicks, pages viewed, searches carried out, actions made). This is an essential element of quality assurance and a true test of how your customers use your website.

Usability Review

Our user experience experts inspect your site to identify possible usability and communication issues, based on our experience and our knowledge of best practice.

Analytics

We will use both Google Analytics and our own tracking software to understand user behaviour over multiple visits, including: user lifecycle analysis, funnel visualisation – the typical path they take throughout the site, top landing and exit pages, bounce rates, average page views, length & depth of visit, heat maps, internal searches and performance on different browsers.

Ongoing testing and optimisation

In addition to the in-depth analysis and implementation of recommendations, it is necessary to conduct a period of ongoing testing and optimisation for the following reasons:

Websites change
Customers change
Seasonality affects results
Multiple, simultaneous changes can have unforeseen results
Controlled, incremental improvements in performance

Therefore, the second phase consists of monthly optimisations which use both AB and Multivariate testing, within a robust laboratory environment, to measure if there is a significant change in performance for a given action before you incur the cost of updating your site.

The tests themselves will either be identified within the initial audit or highlighted as we work closely with you to improve your site’s performance. Examples may include:

Change in weight and presentation of call to action features on key pages
Increased focus on lead in prices on key pages
Design, content and layout changes to improve communication

When identifying the pages we want to optimise, we will initially focus on pages which have a call to action that leads to a second page that can only be viewed by someone who has taken the desired action. This is called a conversion page. An example would be a product enquiry page or the first stage of a booking process.