Analytics and Conversion

Conversion rate optimisation (CRO) is the most crucial aspect of a website’s eventual success. Research shows that websites have up to 8 seconds to trigger the interest of visitors before they leave. Even with excellent content, a fantastic range of products, a beautiful website and a top notch search engine optimisation (SEO) strategy, CRO is still the key to everything. Optimising your conversion funnel increases subscription, sign-ups, ad click-through-rates (CTR) and purchase rates.

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Using a wide-ranging strategy, Mcu.org.uk is highly-equipped to boost your website’s conversion rates.

CONVERSION FUNNEL

Our process begins with analytics. Using several analytics tools, we track the source and on-site behaviour of website visitors. An analysis of this aggregated data gives us the ability to enhance the conversion funnel.

Tracking the source, whether organic or pay-per-click (PPC), allows us to study the effectiveness of keywords used based on conversions. Low performing keywords should be regularly replaced until all keywords reach the conversion goal.

On-site behaviour demonstrates the URLs clicked and time spent on each page prior to meeting a conversion goal or leaving the site. We can evaluate a lot of elements here, especially whether the content successfully engages customers or if the funnel is too long.

TESTING

Split (A/B) and multivariate (MV) testing are additional tools which can help determine the effectiveness of various elements on a website. For A/B tests, two or more landing pages with a single difference are used to gauge the effectiveness of an element (placement of buy button, images, call-to-actions, etc.). MV tests, on the other hand, are used on landing pages with multiple differences (usually colour, layout, content, etc.). Both tests are dependent on a reasonable amount of traffic to generate useful results, but the results are exceptionally useful. A lot of large companies spend a lot of resources conducting these tests to increase their revenue.