First
  • Sentient Authorized Partner
  • Google Adwords Certified Partner
  • Google Tag Manager Certified Partner
  • Google Analytics Certified Partner
  • Optimizely: Certified Partner

Showcase Fatso – Conversion Rate Optimisation

FIRST SQUEEZES ADDITIONAL PERFORMANCE FROM FATSO WEBSITE WITH CONVERSION RATE OPTIMISATION

Objectives & Results

1. Improve the conversion rate of the relatively high performing website.

  • A further 4.78% improvement on the already high conversion rate.

Brief

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.


Solution

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.


What we learn

It is important to approach conversion optimisation with a valid methodology.
Some best practices include:

  1. Identify your conversion as high-barrier or low-barrier
  2. High-barrier conversions require exhaustive information and often longer pages. Don’t believe the myth that short pages are always best.
  3. Discover what your prospective customers’ objections are, and address them.
  4. Always test any changes made to a page to avoid the risk of doing harm. Google’s own Website Optimizer is an excellent free testing tool.


Fatso Comments...

"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 >>

Contact Details

A. Level 4, 55 Anzac Avenue, Auckland 1010

P. +64 9 920 1740

E. info@firstdigital.co.nz

Get in Touch

blog

  • Cross-device Remarketing with Google Analytics Launching May 15, 2017

    Today, you may have seen this notification under your Google Analytics Admin section > Tracking Info > Data Collection: Many of you have been waiting for this for so long! Finally, advertisers will be able to re-target a user whatever the acquisition device. Finally, we will be able to continue the conversation and stop assuming […]

  • Google Analytics Desktop UI Roll Out – New Improvements and Design

      If you’ve logged into GA since Friday 10th, you sure have noticed the GA user interface got a new look. The changes on the Google Analytics Desktop UI have been announced by Google in October 2016 and have now been rolled out to everyone. Although not groundbreaking, there are a few changes worthy to […]

  • How To Make Better Use Of Your Data In 2017 With Google Analytics 360

      With 2016 wrapping up it’s a great time to reflect on how you can take your digital marketing to a whole new level in 2017. In the age of Digital Transformation where the customer journey is more complex than ever before, consisting of multiple channels and touch points, measuring and optimising data in Google […]

TWITTER