Landing Page Optimisation

(or Conversion Rate Optimisation — CRO)

is letting your prospects and customers inform you what works best for them. In essence, conversion optimisation is creating multiple versions of a page or element on a page and then seeing which leads to higher website conversion.
Retorica specialises in knowing what improvements can be made to your site to immediately improve the site’s performance.

Our process is simple

Retorica specialises in understanding online behaviour and how websites need to be designed and organised in order to get the prospect or customer to accomplish certain tasks.

conversion optimisation

1. Analyse

Although our intuition and gut feeling will steer our work, we always start with a thorough analysis of the web analytics of the site. Analytics will tell us what’s working and what’s not. We have a standard analysis process we go through to determine what should be optimised, we also build a model of how users interact with your website and optimise that “conversion path”.

Imagine what it would mean for you and your business if you were able to double the number of tickets from clients on your website and your website could provide a constant stream of well qualified prospects who are eager to do business with you. This is our goal for you, to help you understand why people visit your site, what they are hoping to accomplish, and why they choose your company.

Optimising a website for conversion is often the first place that we begin working with clients. It is an easy way to show our expertise. Improving a web page is only one element of taking advantage of the internet. Also, it’s a good place to start, because there is no point in bringing in large amounts of new traffic to a poorly performing page. After fixing the quick wins then the other aspects of online marketing can be increased and optimised, such as search engine optimisation, paid advertisements, social media campaigns.


2. Create

It’s usually pretty clear what needs to change on a site, but it’s important that these ideas are expressed visually so the client can see what will change and why. This will be presented in a simple staging area where comments are welcome.

landing pages
a/b test

3. Test

Technology has largely evened the playing field between large and small retailers. Large retailers no longer have an advantage over smaller retailers and often are at a disadvantage. Their disadvantage is that they usually create webs sites that work, but they can’t move as rapidly as smaller companies. However, there is one large retailer that is extremely agile and tests nearly every aspect of their website. That of course is Amazon. If you research the company you will find that they understand that challenging their own assumptions about how people behave online has been one of the fundamental elements to their near domination of online retailing. You don’t need billions in Revenue to get the same benefit, in fact, testing is easy and the tools you need to do it are inexpensive and friendly to use. One of the most satisfying elements of the conversion rate optimisation is when a client understands the power of letting the customer tell what they like with their wallets and begins using it in other aspects of their business. The results can be exponential.


4. Implement

After the winning ideas emerge, it is a fairly straight-forward to implement. We use cutting edge, best practice coding methodologies. We’ll ensure that what we create is inline with the existing code and ensure it adheres to web standards and we test to make sure that it can cope with the level of visits your site gets. We also make sure that our code is friendly for search engines. As we implement the code we ensure that if search engine optimisation is done later the code on the page implemented will already be ready to go.


5. Report

Reporting is a critical factor in our methodology. It’s where we can prove our value. We will report after every test is complete. We’ll show the initial test and then the treatment. We’ll also provide commentary of what our thinking was for the test and why we believe it was successful (or unsuccessful as sometimes happens).


6. Repeat

After finishing the first test we’ll know already what we’d like to test next. We’ll also start having a better idea of what impact various changes will make. From a cost-benefit standpoint the first tests usually work out the big issues and lead to large increases in conversion. Down the road we’ll hope to work on optimising for search engines, improving or launching online advertising and developing new sites or social media campaigns. Everything is results oriented and we will reflect this desire for concrete results through our reporting.

  1. Make your website work better to make the most of the traffic that you get.
  2. We will make your website more user friendly and easier to use so that visitors find what they need and do what you want.
  3. We test our suggestions against the original using the A/B method. We let your customers decide what your website looks like – they are the most important people in your business – let them decide!
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