Having a beautiful website that ranks well in search engine results is a fundamental achievement, but it’s only half the battle.

In order to create loyal fans and clients, make sales, build a mailing list, or achieve any other type of conversion, the user has to enjoy the process of navigating your site. The ultimate user experience (UX) strikes a balance between four important elements: design, technology, user needs and business goals. Aligning and integrating these elements leads to optimum goal conversions.

Conversion optimization (also known as “testing”) is a data-driven process leveraging digital analytics, persuasion architecture, and user feedback to:

User Experience Wheel

• Better understand your users’ needs
• Provide them with a personalized online experience
• Increase your goal conversions

By enhancing the overall usability and performance of your website, you can essentially steer user decisions to reach key performance indicators (e.g., revenue per visitor, transaction volume, qualified leads, etc).

Fortunately, the majority of steps you can take towards site optimization are relatively easy to implement. Most important, these small, strategic changes can increase your conversions exponentially and, thus, your site’s return on investment.

The difference between having an opinion and having a hypothesis is data.

Our test recommendations are driven by both qualitative and quantitative data, providing a reliable picture of your site’s performance. While quantitative data is key to finding the low-performing pages of your website (i.e. the “where”), qualitative data provides insights into what is actually happening on those pages (i.e. the “why”).

To gather this data, we leverage various tools (e.g. Adobe Target, Optimizely) and technology, including analytics, user testing, heat-mapping, user session replay, and others.

Once you’ve completed your A/B testing, personalization helps translate your learning into customized experiences that are tailored to meet the needs of your audience segments.

Using our tools, you can leverage your data to deliver messages, such as product offerings, to current or prospective customers based on multiple data points:

• Browsing behavior
• Past purchase behavior
• Time zone
• Customer specific needs
• Demographic information

We can help you identify and target high-value audiences, under-performing segments, and new opportunities to deliver the right message to the right person at the right time along their customer journey.

Process Gets Proven Results
Every client requires a customized strategy to meet specific goals. Our proven, data-driven testing process is designed with the flexibility to set you up for success with clear goals and a tailored execution plan.

Iterative Testing Leads to Success
Conversion optimization is a continuous process. Key learning from each test, which are just as important as the end result, are analyzed and incorporated into future rounds of testing.

There is no “magic bullet” to solve every issue, but we help you gain insight from each test, and EVOLVE your organization. Our commitment to sustained learning, demonstrated by our iterative testing process, has delivered value to clients like Healthcare.gov and more.