Since we provide an End-to-End TurnKey Service
instead of merely making the software available to you, you will
be able to realize your web site’s sales and profit gains
- without having to deploy any internal human
resources to this activity
- without having to budget for additional staff
- without having to pay anything to an outside
agency or web designer and
- without having to devote too much of your own
time...
...thus saving
you and your company an enormous amount of time and money.
Plus, since this is an End-to-End TurnKey Service, you will be
able to maximize your website conversion rates with minimal
involvement of your company’s IT department.
To sum up: The key benefits of improving your
website’s conversion rate with our Conversion Multiplier service
are:
-
Significant Increases in your web site’s conversion rates,
sales and revenues that you are generating without
any increase in your marketing or advertising costs.
-
Significant Reductions in the cost of customer acquisition
from your web site.
-
Significant Increases in your Return on Investment (ROI) and/or
Return on Advertising Spend (ROAS) that you derive from all
your online advertising campaigns (including E-mail campaigns
and Pay-per-Click campaigns in Google Adwords, Overture, MSN,
Findwhat etc.) since the traffic that you are creating via these
campaigns will now convert to paying customers at much
higher rates.
-
Significant Reductions in prospects bailing out from your website,
thus helping you increase your conversion rate and revenues
even more.
-
Developing a sustainable competitive advantage over your less
sophisticated competitors not using this new approach to improve
their Sales Conversion rates
-
Once you improve your conversion rates with Conversion Multiplier,
you will be able to easily outbid your competitors
in the Pay-per-Click engines since you can now afford to pay
more for traffic while maintaining the same level of profitability
as earlier. (In effect, you will drive more traffic to your
site from the Pay-per-Click engines than competitors can, adding
even more revenue gains generated by your site.)
-
If you have an Affiliate Program or if you do Joint Ventures
with other web sites on a revenue-sharing basis, you will be
able to attract more Affiliates and Joint Venture partners
since the higher conversion rate your web site now enjoys will
enable them to increase the revenues they earn from the traffic
they send to your site. Additional Affiliates and Joint Venture
partners that significantly increase traffic to your site add
even more to your sales and profit gains.
-
Since we do provide a TurnKey End-to-End solution, you improve
your web site’s Sales Conversion Rate without the time,
cost and hassle involved in having to allocate internal human
resources from your company.
Download
a comprehensive Executive Report on Multivariate Testing that
will help you understand, in more detail, how our algorithm, software
and methodology works.
A
Step-By-Step Outline
of
How We Work with You
Realize you will enjoy a well-documented, systematic and
process-oriented approach designed to optimize your project
turnaround times, which produces your gains in the least possible
time. This methodical and process-oriented approach also gives you
the peace of mind of knowing that your project will proceed smoothly
and be completed on time.
An entire process which can be categorized into 4 Phases....
For a summary of the steps involved in these 4 Phases, please take
a look at a Flowchart that depicts our methodology in brief.
If you want to get started immediately ask us for a No-Obligation
Quote based on our Pay-for-Performance
Pricing model.
Here’s a more detailed explanation of the 4 Phases involved
in applying The Conversion Multiplier to your website:
Phase 1 – Understanding the present state of your
Website or Landing Page
We use this Phase to arrive at a better understanding of the specific
requirements of your target customers and to what extent your web
site satisfies those requirements as well as the competitive environment
in which you are operating.
The main activities in this Phase include:
a) We form a dedicated Project Execution
Team for you at our end. It is headed by a Project Leader
(he/she will be one of our senior consultants with experience
in improving web site conversion rates) and the team will be comprised
of our in-house copywriters, graphics designers, website designers
and software developers. In short, all the human resources required
to improve the conversion rate of your web site.
Your Project Leader will be your one-point contact person throughout
the project and will constantly keep you updated on how the project
is progressing. Your e-mails will be responded to within 1 business
day, so you will thave he peace of mind of always knowing that
the project is moving along smoothly.
b) We conduct a survey of the visitors who are
coming to your web site with the help of an exit pop-up that is
displayed after they leave your site.
This survey aims to find out why a visitor departed from the
website without purchasing your products. It also helps us form
a better idea of your customers’ requirements and identify
the specific areas of the web site that should be changed in order
to better meet those requirements.
NOTE: We often find the survey not only helps to improve your
web site’s conversion rate, but also gives you rare
insights into the kinds of products your customers are
looking for, thereby helping you decide what sort of new products
you should introduce in the future.
c) We analyze the emails being received by your
customer service team. This enables us to form an idea of the
different questions that your visitors have when they visit your
site, further helping us determine what changes should be made
to your site in order to satisfactorily answer customer questions.
d) We analyze your competitors’ web sites
to understand the competitive environment in which you are operating
as well as form a better understanding of the selling process
being used by your competitors. This helps us to more
powerfully position your offer with respect to competitors’
offers as well as incorporate any best practices from your
competitors’ web sites into yours.
e) We analyze the data provided by your web
analytics program to determine the pages of your site from which
visitors are leaving the most. Plus, we analyze the click-through
paths being taken by your visitors in order to determine how effectively
visitors are navigating through your site.
This enables us to identify the changes that need to be made
to your site in order to help your visitors navigate quickly to
the specific information each one is looking for and then direct
them towards the sales funnel.
Phase 2 – Formulate the Test Strategy
We use this Phase to arrive at a clearly defined test strategy,
which involves determining the specific Factors that will be tested
on your web site or landing page as well as the different Variations
that should be tested for each of those Factors.
“Factors” are those elements in the
website or landing page which are known to have a very large impact
on your Sales Conversion Rate, your revenues and your profits. Typical
examples of Factors that we often test for websites selling a single
or a few products (like yours) include…
- Headlines
- Merchandising like prices of your product(s), discounts
- Bonus or Free Gifts
- Guarantee
- The call to action links
- Exit Popups
- The sales copy that describes the product(s)
- Your order page
- Banners and Color Schemes
- Free shipping (only for physical products)
- Free Trials (mostly for digital products)
- Navigation structure (for sites selling more than 1 product)
“Variations” are all the possible
changes that could be made to the Factors selected for testing in
order to identify which specific Variation will do a better job
converting visitors into paying customers. For example, if “Guarantee”
is a Factor, “a "60 Day Money Back Guarantee”, “a
90 Day Money Back Guarantee” and “a 120 Day Money Back
Guarantee" could be the 3 Variations for this Factor, and our software
will determine which of these 3 Variations is the most profitable
for you.
To sum up, the main activities in Phase 2 include:
a) Creation of an exhaustive list of all possible
Factors and Variations that can be tested on your web site or
landing pages in order to improve its conversion rate (or
any other metric like total revenues, revenue / visitor or software
or PDF file downloads etc.). This list is based on the Phase 1
analysis and our proprietary Best-Practices Knowledge Base of
Factors and Variations that tend to produce large improvements
in the conversion rates and revenues of websites selling a single
or a few products.
b) We then shortlist the most important Factors
and Variations from the extensive list generated in the previous
step.
c) We then send these short-listed Factors and
Variations to you for your approval. At this stage, you can suggest
any modifications that you want and we will work with you until
we have a final short-list of Factors and Variations.
This phase also insures that the changes being tested on your site
meet your company’s branding guidelines and policies.
Phase 3 – Implement the Test Strategy
This is where the real action begins. This step forms the cornerstone
of The Conversion Multiplier’s marriage of higher mathematics,
software and superior direct sales content.
Using the different Factors and Variations that have been finalized
in Phase 2, one can theoretically construct tens of thousands of
different versions of the web site. However, it would be practically
impossible to create and test each of these thousands of web site
versions separately because that would mean spending enormous amounts
of your time and money.
For instance, let’s say that 15 different Factors have been
finalized in Phase 2 and that each of those Factors has 2 Variations.The
objective is to find out which of the 2 Variations of each of those
15 factors will maximize the conversion rates, revenues and profits
generated from your web site or landing page.
Now, the total number of different versions of the web site that
can be formed by combining the Factors and Variations is 2 to the
15 th power which equals 32,768 versions! Obviously, it is impossible
to manually create and test 32,768 different versions of your web
site.
This is where our software and our algorithm incorporated in the
software, comes in.
Our new approach is based on a unique and highly sophisticated
mathematical and statistical algorithm that makes it possible to
create and test a few (generally, between 10 – 20) specific
versions of your site that represent all the tens of thousands of
possible permutations you would have otherwise had to generate and
test! After which we use the results obtained while testing these
10 – 20 versions, to mathematically identify the most
profitable Variation of each Factor.
Since only 10 – 20 versions need to be tested, the amount
of time required to complete the test is minimized, thus saving
an enormous amount of testing time and costs.
Note that the 10 – 20 representative versions that have been
short-listed are NOT selected at random from the tens of thousands
of versions that could have been created, because selecting them
at random would lead to statistically invalid results.
Our software has been designed to automatically select those 10
– 20 versions that satisfy certain mathematical requirements.
This insures the results obtained after testing these selected versions
are statistically valid and can be used for further mathematical
analysis.
Therefore, the main activities in Phase 3 include:
a) Feeding the Factors and Variations that have
been finalized in Phase 2 into our software.
b) Using the Factors and Variations that have
been provided, our software will apply our built-in algorithm
to short-list the specific 10 – 20 versions of your web
site that will be tested.
c) Next, the software will automatically generate
some JavaScript code that needs to be added to your web site.
This JavaScript code will be responsible for the following 2 activities:
i) Dynamically generating, on the fly, the
10 – 20 versions of the web site or landing page.
ii) Rotating visitors across these 10 –
20 versions one after the other so that each version gets an
equal number of visitors (for example, if there are 10 versions
that are being tested, visitor 1 will be shown the first version,
visitor 2 will be shown the second version, and so on till the
10th visitor is shown the tenth version after which visitor
11 will again be shown the first version, and so on)
The JavaScript code also uses cookies and I.P. address-based
tracking to insure that visitors who visit a particular version
of your site are again shown the same version
if they return to the site at a later date, which prevents them
from getting confused.
The addition of this JavaScript code to your pages will not
affect your organic search engine rankings in any way
as the code was designed from the ground up to insure that our
clients’ organic rankings aren’t affected by it.
Consequently, our system is non-disruptive to the existing
technology platform of your web site and to the search engine
spiders as well as completely transparent to your visitors and
customers.
d) We will integrate the JavaScript code with
your web site.
e) Your test will then commence. The 10 - 20
selected versions are tested on a real-time basis with real visitors
being rotated so that each version you're testing is seen by an
equal number of visitors during your test.
f) The software will monitor and track
the results, i.e. the number of orders and revenues that are being
generated by each of the 10 – 20 test versions during
the test period.
The tracking is primarily done with the help of cookies but we
also use the visitor’s I.P. address as a backup method of
tracking. Since a significant portion of web browsers deletes
cookies regularly, this backup method of I.P. address-based tracking
insures that we are able to track conversions even from those
visitors who have deleted the cookie, thus ensuring the data we
collect is highly accurate and that you can be confident of the
statistical reliability of the data.
In case you receive a significant portion of your orders
offline (i.e. customers call up the toll-free number displayed
on your web site to place their orders), our software has a unique
feature that will help you track offline conversions
as well, again insuring that the data that we collect is highly
accurate.
Also, the software is hosted on our fast and reliable dedicated
servers with built-in redundancy, so you can be confident
that there won’t be any technical glitches at our end that
will prevent our software from tracking the results properly.
The software is also highly scalable – so no matter how
much traffic your site gets, our software will be able to handle
it without slowing your site down.
You will also have constant access to live reports that will
tell you how the 10 – 20 different versions of your site
are performing, how much traffic they have received, and how many
sales conversions they have generated.
Your test is run until our software gathers enough data so that
it can draw statistically-valid conclusions from the test.
g) Once enough data has been gathered, the software
uses it’s built-in algorithm to extrapolate from this data
in order to
identify the 3 to 4 “best possible” versions of your
web site or landing page.
Note that these 3 to 4 versions are generally not taken from
the 10 – 20 versions that were tested; instead, these final
3 to 4 versions are generally taken from the remaining tens of
thousands of versions of the web site that were never tested at
all, i.e. based on the test data obtained from the 10 –
20 versions of your web site, our software is able to extrapolate
and accurately predict which of the 3 – 4 versions
among the tens of thousands of untested versions are most likely
to produce the highest conversion rates, revenues and profits.
Almost all of these activities are carried out by either our software
or our project execution team, thus insuring that there is minimal
involvement of your company’s in-house IT department, and
that there is no need for you to allocate any internal or external
human resources to the project, thus saving both you and your company
time and money.
Phase 4 - Verification Test
This constitutes the MultiVariate Testing tailpiece where we “zero
in” on the final, most profitable version of your web site.
Main activities in Phase 4 include:
a) The JavaScript code dynamically creates the
3 to 4 recommended versions from Phase 3 and will automatically
rotate the visitors coming to your site across these versions.
The rotation will also include the original (control) version
of your web site. Therefore, the 4 to 5 different versions (i.e.
the 3 to 4 recommended versions from Phase 3 and the control version)
are now tested against each other in a classical Split-Run test.
We call this the Verification test
b) Our software will track the revenues and
profits being generated by each of these 4 to 5 versions.
c) Once a sufficient amount of data has been
obtained, you will know the specific version of the web site that
will maximize your sales conversion rate or the revenues or profits
generated by your web site. This is the version that has the best
conversion rate or revenue per visitor among the 3 to 4 versions
that were recommended by the software in Phase 3. This version
of the web site or landing page is the Winning Version and should
then be shown to all future visitors to your site.
d) Since the original version of your web site
was also included in the verification test, you will be able to
determine by exactly what percentage the Winning Version of your
web site recommended by the software has outperformed the original
version of your web site, thus enabling you to determine the exact
Return On Investment (ROI) from testing The Conversion Multiplier.
e) We will prepare a final presentation-quality
report for you at the end of the project which you can share with
other people in your company to help them know the results that
have been achieved by these tests as well as the ROI your company
has derived from it, thus helping you validate the decision to
conduct this test. Since we will create this report for you, you’ll
save the time which would have been needed to create the report
on your own.
f) The amount payable to us at the end of the
project will depend on the extent to which the Winning Version
has out-performed the original version. Review our Pay-for-Performance
Pricing model for more details.
Download
a comprehensive Executive Report on Multivariate Testing that
will help you understand how The Conversion Multiplier works in
more detail.
Review
case studies of how The Conversion Multiplier helped other web
sites to significantly improve their conversion rates and revenues.
If you want to get started immediately, ask us for a No-Obligation
Quote so your web site can start experiencing a dramatically
higher conversion rate sooner.
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