Latitude increases homepage CTR by 29% and conversion rate by 56% for Emma‘s Diary. The Emma’s Diary online platform, part of Lifecycle Marketing, is the Royal College of General Practitioner’s award winning pregnancy guide for expectant mothers and health professionals. Chris Hill, the Digital Marketing Manager at Lifecycle Marketing is using Latitude’s PPC service offering for the Emma’s Diary and Mother & Baby websites and has undergone a two-stage conversion project with Latitude’s Conversion Analytics team to enhance the online performance of the Emma’s Diary site.
“Latitude managed our MVT Project from start to finish in a professional and structured manner to deliver an uplift in our ability to convert website visitors into customers.” —Chris Hill, Lifecycle Marketing
The Conversion Project Latitude‘s Conversion Analytics team has used web analytics and usability tool (heatmap) data to outline areas for improvement on the Emma‘s Diary website in order to eliminate any conversion bottlenecks. The data analysis had revealed a high bounce rate for the homepage, which had also been identified as the main entrance point for new users, and has shown that a lot of visitors that started the registration process didn‘t complete it. Latitude‘s Conversion Analytics team developed two tests to improve performance. Homepage MVT The advanced analysis helped to point out some key areas for testing on the homepage – the main banner and the right hand-side box. In order to test the effect of variations of theses elements, Latitude‘s Conversion Analytics team opted for multivariate testing in this case. Original
Variation
29% uplift in the homepage CTR after 4 weeks
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Website Optimizer Website Optimizer is an easy-to-use tool for testing site content that delivers actionable results http://www.google.com/websiteoptimizer/
Registration Page A/B Test In order to test changes to the registration page which is focussed around a form, Latitude‘s Conversion Analytics team decided to use the A/B testing format, since data analysis pointed towards the need for page layout changes and it was also more important to look at the effect of changes as a whole instead of specific areas only. Original
Variation
Conversion rate increase of 56% after 4 weeks
“Latitude used Web Analytics and Usability data to establish a hypothesis for Google Website Optimizer tests that have helped increase our conversion rate by 56%” —Chris Hill, the Digital Marketing Manager
Latitude increases homepage CTR by 29% and conversion ...
The Emma's Diary online platform, part of Lifecycle Marketing, is the Royal. College of General Practitioner's ... testing site content that delivers actionable results.
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The ultimate aim of the activity was to increase visitor engagement and conversions by making it quicker and easier to complete the form. The conversion test.
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