Conversion Rate Optimization

We fix conversion rate problems through a repeatable, logical process that begins with design thinking. Looking for a standalone conversion optimization solution? ConversionDog helps B2B companies unlock growth on their landing pages.

Conversion rate optimization

Conversion rate optimization is an approach to increasing conversion at different points along the marketing funnel. We use user research to understand user barriers to conversion, uncovering solutions along the way. Then we create a brand new experience that we can test against the old one to prove efficacy.

We approach conversion rate optimization both from a strategic perspective and a tactical, on-page one. The strategic approach looks at conversion across a wider range of user experiences and pages. Our tactical approach is a hands-on prescription for individual pages or experiences that comes before design, and after the user research phase.

Where A/b testing goes wrong

Many marketers see A/B testing as a panacea or a curse, depending on their experience with it. It is neither. Testing tools simply measure response to a given experience, usually on a landing page.

The biggest limitation to A/B testing is that most startups will not be able to attain statistical significance in a reasonable timeframe to achieve quantitative results. So, the key is to swing big.

Before we test anything, we follow our proven process to remove existing conversion barriers. By the time A/B test results flow in, we already have a well-thought out plan of how to deal with the results and refine our design.

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Conversion Rate measurement

Accurate marketing funnel measurement is key to a successful growth marketing engagement, and any demand generation or lead generation project. Even though it should seem obvious that you can’t optimize what you can’t measure, there are common problems, leaks, and errors that sway results through inaccurate measurement.

Fixing conversion measurement errors is of primary importance to us, so we put this at the top of the list when beginning a conversion rate optimization engagement.

Conversion solutions

Conversion solutions are compact experiences that solve user problems and either open up new user pathways into the marketing funnel, or make existing ones more efficient. We’ve created a lot of them, but one of our favorites was the SAT School Picker we created for Testive.

The Testive School Picker plotted a student's SAT or ACT scores against the top 3,000 US universities’ admission criteria. The tool showed the chances a student had of getting into a target university with a simple scale, and then suggested other schools that were safe bets, or longer shots.

Because most students who cared about their scores were driven to improve them no matter what, they were also often great candidates for the Testive SAT/ACT program.