This document summarizes methods for improving clients' websites through careful testing and optimization. It discusses conducting detailed health checks, planning tests of new designs and content, testing hypotheses with A/B tests, and using analytics to monitor performance. It also provides recommendations for improving conversion rates by focusing on simplicity, relevance, minimizing clutter and decision-making time for users. Tips include matching landing page content to pre-click context, showing social proof from customer reviews, and creating a sense of scarcity to increase perceived value and urgency to convert.

2. How we improve Clients’ websites
Does it really work?
What’s new?

6. Detailed Health
Checks
Careful
Planning
A/B testing and
optimisation
Objectives
KPIs
Test Hypotheses
Test Plans
New Site Requirements
Landing Page
User Testing
Mobile Audits
Analytics
Site Speed
Website Review
Wireframes
A/B Test Creation
Segmentation Messaging
Test Reporting
Test Monitoring
Analytics Reporting

10. Simplicity USPs
Relevance Reassurance
Clutter Deadline

11. EASE
“Don’t make
me think”.
Steve Krug
Every extra second
the potential
customer takes to
work something out,
will result in a lower
conversion rate.
VS
ORIGINAL +12.2%
Ref: Don’t make me think. Revisited. (2013). – Author, Steve Krug.

12. EASE
“Ensure there is a
bond between the
pre-click
experience and
the corresponding
post-click landing
experience”.
Match the intent
and the motivation
of the visitor to the
messaging on
your website.
Ref: The 7 principles of conversion centred design (2014). –
Author, Oli Gardner & Dan McGaw
ORIGINAL
+48%

13. EASE
“Think about your
‘attention ratio’
and minimise the
ratio of choices on
your landing page
vs the conversion
goals”.
Remove any “extra”
content and make
sure your primary
“call to action” (CTA)
is prominent and
stands out.
Ref: Unbounce.com – 2015.
ORIGINAL
+200%

14. PERSUASION
“Something
remarkable is worth
talking about.
Worth noticing. It’s
a Purple Cow.
Boring stuff is
invisible.”
Seth Godin.
Make sure you shout
loud and clear why
you should be the
chosen ahead of your
competitors.
Ref: Purple Cow: Transform your business by being remarkable (2009). Seth Godin.
+ Significant

15. PERSUASION
“There’s nothing
better than getting a
good review, and
customers like to
see them too when
searching for
products and
services online.”
People don’t like
being the “guinea
pig”. They need to be
shown that others
have had a positive
customer experience.
Social growth is
fuelling this
expectation.
Ref: Google AdWords Product Team.
Click Through Rate
+20%

16. PERSUASION
“When access to
something is
restricted, the
perceived value for
it increases. We
crave what we can’t
have”
We don’t like to ‘trick’
visitors; but we also
don’t want to make it
easy for them to
procrastinate. We
want to give them a
reason to act now
rather than later.
Ref: Crazy Egg Blog (September 2014)
+ Significant

17. .
Does the page headline match the paid traffic
message?
Does the main message stand out from the page?
Does the primary CTA make sense as the next step to
take?
Does the primary call to action stand out from the page?
Do images and video support the main message? Are there a large number of navigational options?
Is the language used clear, concise and direct?
Is there reassurance given about your company’s
credibility?
Do you have a prominent primary call to action? Is there any evidence of happy customers?
Does the messaging work across different devices? Does a neutral third party provide further reassurance?
Are your USPs on the page at all? Are there any reasons to respond quickly?
Do they standout from the page? Do you display availability levels?
Do they demonstrate a compelling reason to choose
you?
Is there an advantage to responding now compared to
later?
The CRO team at Search Star are well versed in turning analysis into insight with over eight years’ experience in optimisation. With our experience we can make your
website work even harder. If you’d like to find out more call Ryan on 01225 58 38 38 or visit www.search-star.co.uk.
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bit.ly/landing-page-scorecard

21. On ‘exit’
New or returning visitor
Time on page
Scroll position
Page(s) visited
Frequency
Time & Day
Negative
Browser
Device
Traffic Source Query Parameter
Location IP Address