So, what did we do? [We listened]

The first step we took towards improving conversion rates was to improve the value of membership as a whole by adding streaming video; full members are now able to stream over 80 hours of conference footage from their paid accounts including our most recent event. Having added all of this value, you might think that all we would have to do to get the conversion rates benefits would be to simply mention video over on the landing page. Well, this is the actual process that we went through…

One of our consultants had been using https://www.transcriberry.com/ to prove the worth of some on site changes to his clients, so what better way to test out the new copy [not to mention, a tool that requires absolutely zero coding or programming background!]

What is Optimizely and how do I use it?

Launched around the same time that the beta version came out, Optimizely is essentially an easy way to measure and test your website performance through A/B testing. The super easy interface lets you change any icon on the page —so you can move, resize, re-color, or even remove any element on an existing website in an instant. You can move site text higher or lower on a page using the application’s drag and drop technology.

Read: https://transcriberry.com/media-transcription-service/

When you’re happy with the variation you came up with, give it a name and save it to your account.

By setting up a series of A/B tests, we were able to track the effectiveness of the new copy in terms of conversions and visits on site. As you can see from the above screen grab, there is limited space on the landing page above the fold and so we wanted to make sure the message came across in the most effective way, encouraging new sign ups and  new visitors.

All sounds good so far, right?

But, the seasoned blog reader will know how to record an interview that sometimes, CRO tests can fail and our first run of the new video copy certainly wasn’t the right one, scoring a huge 69% conversion rate below the original. After ten days of running this first experiment, we felt it was pretty safe to concede and take some time to reconsider what we could have been behind such a massive drop, despite the mention of a whole wealth of new advanced content.

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