Data Insights

Conversion Optimisation

What Is Conversion Optimisation and Why Is It Important?

Getting a visitor to your website is only half the battle. If the on-site experience isn’t up to a user’s expectations, only the most driven of customers will want to engage with your brand further.

For example, a potential customer hears your radio ad, then types your site address into their smartphone, but then gets bored waiting for it to load and closes the browser. Another customer clicks your paid social ad but can’t figure out how to find the product they want, so they leave.

Conversion optimisation is the practice of analysing and altering web pages to make the customer experience as seamless as possible. This can take the form of changing technical assets to improve load speed, adjusting page content to more readily match a user’s intent, or simply making USPs & call-to-actions more visible.

What Is Conversion Optimisation and Why Is It Important?

Conversion Optimisation at Indago Digital

We view conversion optimisation as a vital component of any clients’ digital repertoire.

Raising the likelihood of a conversion, even moderately, can have a significantly affect the flow across all channels – both paid and earned.

By addressing weaknesses in site design, we provide higher return across multiple channels simultaneously, making every dollar of advertising investment go further.

Clients can sometimes be hesitant to make changes to their customer-facing website. But by using data-based testing and rigorous verification practices, we make sure that any changes to a live site are likely to prove as positively impactful as possible.

Our Methodology and Results

We first evaluate potential for improvement across existing pages. Our in-house designers then apply modern UX/UI principles to mock-up a new iteration. We then assess the page in a controlled environment, followed by a live test on the site itself.

To date we have an average conversion rate improvement of 25%.

Current State of Play

Current State of Play - On the technical side, we pour over current page stats from Google Analytics, measuring bounce rate, load speed, navigation trends, and more.

We then implement heatmap tracking to pinpoint where users and looking and clicking on current pages. We also consider what your competitors are doing in this space as competing websites provide great ideas around what to do (and not to do) when selling similar products.

Pre-Site Testing

Pre-Site Testing - Once our ideas are crystallised in a mock-up, we test the new and original pages head-to-head in a controlled audience evaluation platform. The test divulges what audiences primarily recall from each page under limited exposure, to ensure that the right messages get through.

We then conduct a preference test to see which pages impactfully inspire users to complete the action desired from the site.

Live Testing

Live Testing - Once the page is built by the client’s team and pushed live, we conduct a split-traffic experiment to assess the live impact of the new page as compared to the original.

The Results

The Results - We’ve historically seen great results from our freshly developed pages, with an average improvement of 21% across multiple clients and industries. For a detailed case study, view our ADT case study.

Meet Our

Data Insights Team

The Indago Digital data insights team consists of professionals from various development backgrounds and an expertise in various analytics and reporting platforms.

It’s a resource shared across various departments as we internally collaborate to help channel managers with the collection, visualisation and analysis of clientele data.

The team prioritises deriving actionable insights to aid channel managers and their clients in implementing data and insight-led strategies.

Data Insights Testimonials

Successful Stories

  • Jeremy Reitman
    Jeremy Reitman
    2 years ago
    Director, Digital Marketing - Expedia ;

    We’ve worked with Gary & Indago from day one. They’ve been instrumental in helping bring the Helloworld brand to life online through various performance marketing means. Their team of experts focused on everything digital from paid search, organic (SEO), mobile web/app, analytics, re-targeting. Unlike most other agencies, Indago felt like a direct extension to the core helloworld team & elected to be involved in strategic meetings to achieve the desired results.

  • Karen Lewis
    Karen Lewis
    50 years ago
    Head of Digital - Employsure ;

    When I started at Employsure, Indago Digital were already running our SEO campaign and with strong results. Since then we’ve started to work even more collaboratively, we have embarked on some innovative projects and the results have been even better. They employ good people who are keen to work hard and know their stuff when it comes to SEO.

  • Gailene Keen
    Gailene Keen
    50 years ago
    Fundraising and Development Manager - BeCentre Foundation;

    indago digital offered to obtain the Google grant for us and although we’ve struggled to invest the full allowance, they’ve turned their hands to helping elsewhere and has been integral in getting our web site refresh back on track. Indago has been amazing to work with and have a great team. They are professional and friendly and wonderful to work with. I would highly recommend them to everyone but particularly to the not for profit sector where this type of expertise is sometimes hard to find.

  • Richard Hill
    Richard Hill
    50 years ago
    Head of Digital Marketing - BBC Worldwide ;

    We’ve used indago digital to run a number of campaigns promoting a variety of our TV series and online shop. What I’ve been impressed with, is that if things didn’t run perfectly or to the level we required they didn’t sit back and rest of their laurels. Instead they adapted and bettered our campaigns trying to drive increased results.

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