2. A quick recap of our
original goals and
objectives
Introduction
3. User Interaction
How are users interacting with the
current landing pages?
Bounce rate
What is/could be causing high
Bounce rates on certain pages?
Visual Differentiation
Will visual differentiation of landing
pages create higher conversion
rates?
Key Areas of Focus
Agreed & defined landing page requirements for 383 to
investigate, explore & understand
21 3
5. Existing Interactions
7%
of users check their area
with the Coverage map.
15%
Of mobile users click on a
phone call to action
1 minute
Users tend to spend just
under one minute on site
and view less than 2
pages
6. Bounce Rate
Rightio asked us to examine bounce rate, which prior to
our changes, stood at 76%.
We then implemented click to call event tracking on the site and found that bounce rate
dropped by 6%, to 70%
This led us to surmise that users are engaging with the landing pages, but their conversion
is taking place offline (picking up the phone and calling).
On mobile, bounce rate dropped by 13%, from 84% to 71% - which is where click to call
event tracking would predominately be triggered.
Bounce rate is actually therefore much lower than the recorded figure in Google Analytics.
Similarly, as the sites are geared towards lead generation, bounce rate shouldn’t be a key
metric for Rightio.
8. Our Regions
London
Predominately Mosaic Profile A,
Rightio’s customer-base here are
career-driven, time-sensitive
individuals.
Swansea
With no clear Mosaic profile
emerging from Rightio’s Swansea
customer base, this audience is
truly mixed.
Leeds
Predominately Mosaic Profile O &
J, these individuals are price-
sensitive.
2
1
4
3
Brighton
Rightio’s customer base in
Brighton is both Mosaic Profile A &
O.
9. Landing page variation creation
Creation of 4 very different
landing page variants, each with a
different core focus on key Rightio
proposition attributes
10. Our Variants
Trust
We dialled up trust, highlighting
how Rightio is a reliable service.
Price
We showed pricing for typical
Rightio services, by listing the
typical price for common plumbing
jobs.
Speed
We focused on Rightio as a speedy
service for time-sensitive
individuals.
2
1
4
3
Wildcard
We dialled up all of the key
messaging from the previous
variants to see if users respond to a
mix of messages.
15. So why the Wildcard?
Layout
The Wildcard allowed us
to test a completely
different layout.
1
Significance
We hypothesised that if
the other variants didn’t
yield significant results, a
different layout would.
3
Messaging
The Wildcard allowed us
to combine messaging
for regions with no clear
Mosaic profile.
2
Secondary Data
We would be able to
understand if phone
number positioning was
leading conversion, via
Crazy Egg.
4
Extra Learnings
Testing a Wildcard
provided Rightio with
further analysis on how a
different layout could
influence conversion.
5
16. Our testing toolkit
Optimizely
Leading customer experience optimisation
software, which allowed us to manage
traffic allocation and integrate with other
tools
Crazy Egg
A heat map provider which allows
us to understand where users click
Google Analytics
Using custom dimensions we were able
to easily monitor traffic and on-page
performance for each variation
Inspectlet
Session recording software which
allows us to view recordings of
user activity
17. Google Analytics
Session and on site activity
data
Testing methodology
Our approach to testing and reporting
1 Month
Testing ran for 4.5 weeks
(1 calendar month)
Call Stats
Reviewing inbound calls
to validate conversion
2 tailed testing
2 tailed testing to
validate statistical
significance
18. Metric Definitions
Calls to Booking
The percentage of calls
which result in a booking
Visits to Calls
The percentage of
sessions which result in a
call.
19. Why Calls to Bookings Matters
Our primary goal is to increase LP Visits > calls,
however, we also need to consider the quality and
qualification of leads generated through the
messaging presented. At present, Calls to Bookings is
the only metric that can validate the quality of the
leads we are generating.
20. Why Calls to Bookings Matters cont.
We appreciate and understand the level of coverage in
any given location can significantly impact final Calls to
Bookings performance, however, when testing began,
we had no other metric to indicate the qualification of
leads generated.
*Leeds example to be
discussed in findings
21. An understanding of
our statistical learnings,
and the insights we can
base upon them
Our learnings
22. What the research told us:
Based on Mosaic findings, we know that
in London, Rightio's customer base is
predominately Mosaic A, City Prosperity.
With this in mind, we hypothesised that
the Speed variant would perform best,
as Rightio’s customers in London are
time-sensitive individuals.
London
25. The Wildcard variant performed best in London, both
in terms of Visits to Calls & Calls to Book.
We know that Rightio’s London customer base is predominately made up of
Mosaic A individuals. However, this does not necessarily mean that Rightio is
attracting only City Prosperity customers, it just means they do the best job of
converting these leads.
Rightio’s adverts for the London test URL received clicks from areas as varied as
Kennington and Maida Vale. There is a £7,638 difference in take-home salary in
these areas. This highlights the divide of budgets per borough and also
suggests that across such a varied region, users might have different priorities in
mind.
In regions with a split of demographics, we believe the wildcard will perform
best as it contains a wide mix of messaging designed to appeal to the price and
time-conscious.
What this means
26. Key Observation
London is a clear example of a
densely populated, highly diverse
region, which doesn't lend itself to
one messaging category.
27. What the research told us:
Rightio’s customer base in Leeds swings
towards Mosaic O, Rental Hubs.
Our thoughts were that these customers
are likely to be price sensitive and
searching for the best deal. In
comparison to London, these leads will
be less focused on Speed and more on
Price.
Leeds
30. Focusing on Visits to Calls, the Trust variant
performed better than control and our other top
performing variant Speed in a statistically significant
way.
Price had the lowest Visits to Calls conversion rate of all the variants, at 12.7%.
However, inversely this variant had the best calls to booking conversion rate.
This suggests that while less leads from Leeds came through to the call centre,
those that did were more qualified & more likely to convert.
This suggests that Rightio have a choice - Push more traffic through to call
centres via the Trust variant or generate more viable leads via Price.
What this means
31. What the research told us:
From Mosaic analysis, we can see that
the variations from the UK average are
less significant than other regions.
There is some emergence of the mosaic
M profile, but generally the Mosaic
profiles are mixed. With this in mind, we
hypothesised that Swansea might
respond well to the Wildcard.
Swansea
34. Swansea is a varied region, in that Rightio has no clear mosaic
profile for its customer base within the city.
With this in mind, it does make sense that the Wildcard would perform best
within Swansea.
As we have seen with London, in regions with a split of demographics, the
Wildcard will perform best as it contains a wide mix of messaging designed to
appeal to the price and time-conscious.
However, we can see that the calls to booking conversion rate stands at 0%,
suggesting that while the Wildcard can attain leads for Rightio, they might not
necessarily convert.
The Trust variant does the best job of converting in terms of visits to call and
then calls to book, and therefore would be the preferred variant for both.
What this means
35. What the research told us:
From the Mosaic insights, we know that 27% of Rightio
customers in Brighton are Mosaic profile O (Rental
Hubs) with 15% at profile A (City Prosperity).
Therefore, Brighton mimics Leeds in terms of its
biggest audience profile (O), but its second top
Mosaic profile is A.
With this in mind, it would be logical to expect the
Wildcard to perform well, given the mix of audiences
(prosperous and more limited budgets).
Brighton
38. In Brighton, the top Visit to Call variants, Trust & Wildcard, are
relatively tied in terms of conversion.
Interestingly, in Leeds where the top profile was O, we saw Trust perform best. In
London, where the Mosaic profile is A, the Wildcard performed best.
It therefore makes sense that in a region where we see O & A as the top profiles,
Trust & Wildcard would be so closely tied, with just a 3% difference in Visits to
Calls conversion performance.
However, while these variants are more likely gain leads, they aren’t the most
likely to convert - the Control still does the best job of this (although there is not
much difference between Control & Trust: just 13%).
What this means
39. Wildcard Observations
With the Wildcard variation winning in 2
locations, we performed a deep dive using
Heatmapping & Scroll Depth indicators to
identify any potential anomalies
40.
41. Wildcard Observations
Heat maps show that Wildcard users are
viewing the whole page, engaging with &
viewing content below the fold
42. Wildcard Observations
A CTA above the fold on our Wildcard
variant is not causing users to convert
higher, as all evidence points to users
engaging with the whole page
43. Potential next steps
and recommendations
for Rightio landing
page optimisation
Key learnings &
Opportunities
46. Leeds
To generate an increase in inbound calls;
To generate better qualified inbound calls;
47. Swansea
To generate an increase in inbound calls;
To generate better qualified inbound calls;
48. Brighton
To generate an increase in inbound calls;
To generate better qualified inbound calls;
49. Key Learning
We can clearly increase conversion
rates of visits to calls through
tailored messaging aligned to
Mosaic profile for specific* regions
50. What insights have we gathered
regarding the Mosaic profiling content?
In 50% of cases, Mosaic profiling delivered the right result as
expected for generating the most amount of conversions.
However, this logic is not totally sound, especially for densely
populated areas that speaking to one very specific audience
subset will simply not work.
In these cases, the Wildcard variant won, specifically because it
is a mixture of all key messaging and the absence of one focal
message point.
*Specific Region Definition
51. Key Learning
Conversely, we can actively reduce
Visit to Call conversions during
periods of low coverage or high call
wait times
52. Turning the taps off during
periods of low coverage,
without impacting the overall
customer experience
53. Recommended rollout strategy
1. We know the Wildcard page always outperforms the current
Control landing page, in all locations.
Therefore, rollout Wildcard to all locations as the new
landing page.
We anticipate an uplift of around 16.3% of calls to be
generated based upon existing findings and results.
54. Recommended rollout strategy
2. For any regions that do not see an uplift of around 16.3% of
calls with the move to the Wildcard - or any regions that see
a dip in conversions - revert to the Mosaic indicated variant
and monitor performance.
Through this approach, we will softly “find the specific
regions” that react best to highly focused messaging with no
detrimental effect to current conversion rates.
56. Extended possibilities with DLP
PPC DG Dynamic LP CC Support Coverage
Reduced failed booking during
times of low coverage
57. Extended possibilities with DLP
Dynamic LP CC Support
Key Hypothesis:
Customised Call Scripts based
upon landing page variation
leading to higher end conversion
58. Core
Motivations
We have distilled a core
understanding of our
customers
In summary
What have we learned and delivery through this process
1
Increased
Conversions
Increase in conversions
& understood why
3
Variant landing
Pages
4 Designs are created,
ready to implement
2
Rollout
Strategy
A clear direction for next
steps
4
Created
possibilities
Created new
considerations for DLP
integration to wider
business
5
59. Site rebuild
Replatform the Rightio site with DLP
and multivariate testing at heart
Platform integration to CC
Deep integration of web platform to CC
working practices and scripts allowing
customised engagement
Coverage integration
Creation of coverage checker and
integration driving wider DG &
fulfilment activities
Future considerations
Wider considerations for Rightio web presence
21 3
60. Copyright 2016 383 project ltd. All Rights Reserved.
The contents of this document are the property of 383. They represent the intellectual property in the form of, but not limited to, processes, ideas and creative designs.
They may not be used without prior written agreement and only upon full compensation to 383 for the use or partial use of any of the material contained.
Thank you
