1. Improve the conversion rate of the relatively high performing website.
In this experiment, though the trial membership is free, the conversion process requires the provision of credit card details, which makes this a “high-barrier” conversion – a term FIRST uses to define conversions requiring more than trivial cost, effort or trust.
Identifying the subscription as a “high-barrier” conversion was pivotal to the success of the experiment. Because users had to provide their credit card details, the decision to subscribe was made significantly harder and thus users were more likely to require supporting information before committing to the trial membership. Users wanted to know more about the service before giving away their credit card details. This is why the longer, more informative page beat the shorter page.
It is important to approach conversion optimisation with a valid methodology.
Some best practices include:
"FIRST delivered great results on time and on budget. Our business was born online, and we had invested a lot of resources in online marketing. Working with FIRST was certainly one of our best investments. Apart from the excellent job on Google Analytics that provided us with useful website intelligence, FIRST’s conversion optimisation expertise allowed us to squeeze an extra 5% out of our traffic."
- Rob Berman, Managing Director, Fatso--> DOWNLOAD THE FULL CASE STUDY HERE >>