Increase conversion rate with just one experiment? Use case
Posted: Wed Dec 11, 2024 8:25 am
With a good metrics analysis and a UX audit, we managed to increase the website conversion. Read on to find out how we did it.
Table of contents
Thanks to a good analysis of the shareholder phone number data website metrics along with a UX audit , we managed to increase conversion by 0.7% (more than 230 prospects ready to buy). We share with you how to scale your results, achieve high impact with little effort.
Why focus on the user to optimize my website?
Knowing our ideal users or buyers (user persona) in depth will definitely guide us in making decisions that have a high impact on our website's conversion rate. While quantitative data (metrics, KPIs, rates) is important, analyzing and comparing this information with qualitative data (recordings, user testing, interviews) is the key to defining and implementing experiments on a digital asset.
With this human-centered design approach , we tackled our client's success story in the Health industry, where the challenge was to increase the conversion rate of their landing page. We focused on achieving a high impact in the shortest time possible.
New call to action
How did we manage to increase more than 230 MQLs with an experiment?
We started with an audit of onsite metrics from the HubSpot platform (we are HubSpot Platinum Partners). Here we basically focused on 3 key indicators for conversion: traffic, the number of completed forms, and the conversion rate.
key indicators traffic number of completed forms conversion rate
Once we have our metrics defined (how we are before implementing the experiment), we focus on analyzing the user experience on the website . To do this, we use the Lucky Orange tool , which allows us to record the activity within the landing page , generating heatmaps and recordings that will allow us to determine behavioral patterns.
We analyze the most activated components (clicks) and the content modules most viewed by users (scroll level). Additionally, we analyze real user sessions on our website, in order to identify frictions and opportunities to capitalize on from this information.
Lucky Orange allows you to record activity within the website
Heatmaps to analyze website design and usability
website design and usability analysis
From the UX audit we conducted, we identified several findings that led us to define an experiment focused entirely on user behavior on the website and focused on the business objectives defined by conversion metrics.
Thanks to this analysis and our experience in the design and analysis of CRO (Conversion Rate Optimization) of websites, we were able to define a high-impact experiment that could be implemented in a short time, thus accelerating the delivery of value from the team's efforts.
>> At Impulse we are specialists in growth. Learn about our success stories here.
How do we optimize the website in a short time?
We defined a list of optimizations, which included changing the position of a module. We moved it to the top of the website so that more than 70% of users could review it.
Finally, we changed the UI design of the button that leads to the form: we identified that there was another button with a higher click rate (interaction) and what we did was simply replicate its color in the component that we need the user to click on more.
The experiment was implemented in just a few days, as our Product team, made up of UX/UI designers and fullstack developers, is constantly optimizing websites focused on achieving quick wins. We also worked with the MVP concept (developing a minimum viable product to validate) .
Thanks to this we managed to increase the conversion rate from 9.67% to 10.37% (+ 0.7%), which meant going from 880 completed forms to 1,115 (235 more MQLs) .
The result is not only numerical, as we learned more about our users, about the product, but above all we continued to cultivate a relationship of trust with our clients based on results.
Table of contents
Thanks to a good analysis of the shareholder phone number data website metrics along with a UX audit , we managed to increase conversion by 0.7% (more than 230 prospects ready to buy). We share with you how to scale your results, achieve high impact with little effort.
Why focus on the user to optimize my website?
Knowing our ideal users or buyers (user persona) in depth will definitely guide us in making decisions that have a high impact on our website's conversion rate. While quantitative data (metrics, KPIs, rates) is important, analyzing and comparing this information with qualitative data (recordings, user testing, interviews) is the key to defining and implementing experiments on a digital asset.
With this human-centered design approach , we tackled our client's success story in the Health industry, where the challenge was to increase the conversion rate of their landing page. We focused on achieving a high impact in the shortest time possible.
New call to action
How did we manage to increase more than 230 MQLs with an experiment?
We started with an audit of onsite metrics from the HubSpot platform (we are HubSpot Platinum Partners). Here we basically focused on 3 key indicators for conversion: traffic, the number of completed forms, and the conversion rate.
key indicators traffic number of completed forms conversion rate
Once we have our metrics defined (how we are before implementing the experiment), we focus on analyzing the user experience on the website . To do this, we use the Lucky Orange tool , which allows us to record the activity within the landing page , generating heatmaps and recordings that will allow us to determine behavioral patterns.
We analyze the most activated components (clicks) and the content modules most viewed by users (scroll level). Additionally, we analyze real user sessions on our website, in order to identify frictions and opportunities to capitalize on from this information.
Lucky Orange allows you to record activity within the website
Heatmaps to analyze website design and usability
website design and usability analysis
From the UX audit we conducted, we identified several findings that led us to define an experiment focused entirely on user behavior on the website and focused on the business objectives defined by conversion metrics.
Thanks to this analysis and our experience in the design and analysis of CRO (Conversion Rate Optimization) of websites, we were able to define a high-impact experiment that could be implemented in a short time, thus accelerating the delivery of value from the team's efforts.
>> At Impulse we are specialists in growth. Learn about our success stories here.
How do we optimize the website in a short time?
We defined a list of optimizations, which included changing the position of a module. We moved it to the top of the website so that more than 70% of users could review it.
Finally, we changed the UI design of the button that leads to the form: we identified that there was another button with a higher click rate (interaction) and what we did was simply replicate its color in the component that we need the user to click on more.
The experiment was implemented in just a few days, as our Product team, made up of UX/UI designers and fullstack developers, is constantly optimizing websites focused on achieving quick wins. We also worked with the MVP concept (developing a minimum viable product to validate) .
Thanks to this we managed to increase the conversion rate from 9.67% to 10.37% (+ 0.7%), which meant going from 880 completed forms to 1,115 (235 more MQLs) .
The result is not only numerical, as we learned more about our users, about the product, but above all we continued to cultivate a relationship of trust with our clients based on results.