01 / Conversion
Conversion rate optimisation and personalisation
Conversion work is about what your traffic does once it has arrived, and it is bounded by arithmetic rather than by ideas. How much you can learn depends on how much traffic the page gets, so the first thing worth knowing is which of your pages can carry a test at all.
We work on
- Test design and prioritisation
- Build and quality assurance
- Statistical read-out
- Personalisation and audience rules
- Checkout and funnel work
- Form and lead-capture optimisation
Where the money usually is
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Tests that were never going to detect anything
A test run on a page with too little traffic to reach significance will end inconclusive no matter how good the idea was. Power is decided before the test is built, not argued about afterwards.
Winners that do not survive
A result read early, or read on the wrong metric, produces an uplift that quietly disappears when it ships. We read on the metric the business is actually paid on.
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Personalisation with nothing behind it
Audience rules built on data that is thin, stale or duplicated across systems make the experience worse rather than better. The data question comes first.
The funnel nobody has walked
Most sites have one step that loses a disproportionate share of people and has not been looked at in two years. It is usually not the page anyone suspects.
Track record
Our people led CRO inside Procter & Gamble.
Specifically the shaver division, alongside Google's CRO special projects team. MKTG is an accredited solutions partner of Dynamic Yield, the personalisation platform owned by Mastercard. The same discipline that runs at that scale is what we apply for businesses several orders of magnitude smaller, where the gains are usually larger and nobody has looked yet.
What you get
- Prioritised plan
- What to test, in what order, with the expected effect size and the traffic each test needs to detect it. Tests that cannot reach significance are not run.
- Build and QA
- Variants built and checked across the browsers and devices your traffic actually uses, not the ones that are convenient to test on.
- Read-out
- A result with the confidence interval, the segment breakdown and a plain statement of whether it should ship. Including the ones that say no.
- Personalisation
- Audience rules, the data they depend on, and the measurement to tell whether they are earning their complexity.
A test read-out is only as trustworthy as the instrumentation underneath it, which is measurement and tracking. Where an effect is too large or too slow to detect on a page, it belongs in incrementality testing instead.
Get a read on where your conversion rate is leaking
One email starts it. No form, no queue, no account to create, and no discovery call before anyone has told you anything useful.
That opens a message to info@mktg-consulting.com with the four things we need already listed. Answer what you can and we will ask for the rest.
What to include
- Which of the four areas you are asking about, or that you are not sure
- What is already in place, and roughly how long it has been there
- What is driving the timing, because that usually decides the shape of the work
We reply to every enquiry within one working day, including the ones we are not right for. If it is not work we should be doing we will say so and, where we can, say who should. A site promising a reply and never saying when is a promise nobody can hold us to.