It’s likely that the main aim of your website is to encourage users to convert either by making purchases or generating leads. Optimising means increasing the number of users who are willing to convert.


Increasing Conversions – Optimising your site to achieve your goals
Making it Easy – Designing your site to encourage your user to convert
Analysing Results – Using data to make continuous improvements to your site


Why Conversion Rate is important

Imagine if your business gets 1000 people visits in a day and 20 of them spend £50, that would mean that your turnover is £1,000 a day and your conversion rate is 2%. If you wanted to increase your turnover to £2,000 a day you could invest in more marketing and send 2000 people a day instead.

This happens in everyday life, when you’re at the supermarket, they have ‘buy one get one half price deals’ to encourage your basket size to increase, or when you finally get to the till, there’s all those lovely magazines and chocolate bars just to tease you to get one more extra item before you leave the shop.

Conversions are the main purpose of your site. If your site isn’t optimised for conversions, you’re missing out on key business opportunities.


A Better Page Leads To Better Results

To increase those all-important conversions we look at how your website is used and where we can make changes to help users move towards your goal.

Often these changes are small but crucial, like making a button appear more obvious or changing passive language to active. Our Content and Development teams will work together to create the best page for you.

How we optimise your site for more conversions

Conversion rate optimisation is essentially figuring out what users want from your site and then providing that service to encourage them to purchase. This might sound like guess work but in fact we use a variety of metrics to inform our tried and tested methods.

Analysing Analytics

We analyse a few different metrics to help us to optimise your page effectively including:

  • Bounce rate
  • Exit rate
  • Average page and site times
  • Conversion rate (total visitors/ total conversions)

User Focus Groups

In some cases we carry out focus groups both on and offline to get potential and existing users to look at your website. We provide them with a task, record how they navigate the site and then question what they liked / disliked to gather data on where potential issues lie.

Do you have the answers?

We will consult with you to find out which key questions customers ask before buying. Then we will make sure your website provides the answers to these questions. This allows prospective clients to feel comfortable to make a purchase or get in contact.

Data, Data, Data

We analyse the finest detail, from Analytics to heat mapping, questionnaires to focus groups. We even research how users talk about your products socially and in forums, this allows us to gain a picture on what the ‘user personas’ of your potential customers are like. We can then begin to appeal to those personas.

A/B Split Testing & Multi-variant Testing

These metrics show us both where the problem is and what it is so that we can quickly formulate a strategy to fix it.

For example analysis the goal funnel of a website (Image?), we can point out if a particular page is where most people leave the site, which allows our team to develop the user experience on that page to encourage them to continue.

Conversion Rate is directly measurable through split testing web pages. We can serve one or more webpage variation to multiple customer and over time find out which variant converts at a higher percentage.

CRO Management

Managing your conversion rate optimisation is not a one-off job but an on-going project. We think of it as a circular task that rotates around marketing, analysing and testing.

We will provide you with recommendations to improve your conversion performance and create a strategy to build a site that achieves your business aims.

I think this is an Area that OVG haven’t done as much work in, need to review this again in the morning to see if what i’ve written make sense or if i’ve missed anything potentially – notes to self:

  • Usability
  • User experience.
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