They provide a speedy, accurate and personal service. I am very impressed with the knowledge and the results achieved.
Mandi Cooper, FastBuy Properties
We've recently started using Big Surf for PPC and have been hugely impressed with the amount of research, knowledge, and time that's been invested in creating our campaign.
Caledonian Driver Training
Calum at Big Surf Digital was available at short notice to deliver a comprehensive training session on SEO. We wouldn't hesitate in recommending his services.
H. Miller
I needed some advice on marketing my website through google ads and Calum put me in the picture. He gave me loads of his time, even though he is obviously a very busy man. He is skilled and professional at what he does.
Stuart, The Academy of Professional Celebrants
Since Big Surf Digital have optimised my site, my rankings have increased considerably for my keywords and are continuing to do so. The impact on my business has been noticeable. I would have absolutely no hesitation in recommending them to prospective clients.
Rachael Roberts
We often see company websites that get thousands of clicks a month, but only a handful of enquiries. CRO services can turn more of those clicks into conversions.
Find out how much CRO services could cost for your business
CRO is the process of improving a websites ability to convert clicks into conversions. Increasing the conversion rate will directly boost sales and leads.
Changes to the website content and design are devised, implemented and then tested using live traffic data. The end goal is most commonly to get more people through the buying process or filling out enquiry forms.
Effective CRO will help your website to make more money without increasing your advertising spend. CRO helps you make more money from traffic you’re already getting.
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Tracking and reporting
The first thing is to get some accurate data on the performance of a website and its landing pages. Through analytics, heat mapping and conversion tracking we can start to build a
picture of how well the site performs and start to plan possible improvements. Decent amounts of targeted traffic are needed to be able to measure performance effectively, and to
test future changes.
Creating improved landing pages
We will identify current pages which need improvement or start with brand new landing pages and attempt to achieve a good conversion rate from them. It may be the case that we are only attempting to improve the conversion rate of a single landing page or multiple pages on a site.
By identifying key elements that do and don't resonate with users we can create new page elements and content variations.
Testing landing pages to see if they improve conversion rates
This is where the methodology differs from most web design agencies. We test the landing pages with live user traffic and let the data tell us how well it performs. The new page will be tested alongside the current version (the control version). If the
conversion rate improves the new version will be kept. If the new page has a worse conversion rate it will be discarded and another test created.
Hi, my name is Calum Macleod and I started Big Surf Digital in 2013. Through the years I've been looking to increase conversions for clients and of course for my own business.
I've found that conversion rate optimisation can have a substantial impact on increasing leads and sales.
In the example below we tested two versions of this sites landing pages against each other. The version on the right received a much higher conversion rate and was kept over the one on the left. The spots of light on each indicate user activity.
Interestingly, the version on the left has lots of attention on an element that wasn't clickable, and didn't even have any text on it. This shows how sometimes even if a user is presented with a button they will choose to focus on another part of the site that provides no functional value. Moving the call to action button and text to the right side was an obvious potential improvement.
What's important about the winning version is that the user activity and attention is focused all the way down the content, engaging the user.
What you notice fairly quickly after working in conversion rate optimisation is that it's often not the best looking landing pages that win out. When it comes to sites that win A/B tests it's often simple straightforward designs with useful content.
Competition on the web is tough. Users can quickly move from site to site to find what they need. You need to give them a reason to choose yours and make it easy enough for them to follow the contact or buying process through to the end.
Each site will get a particular amount of clicks per day. If a site and its content isn't put together effectively the site will lose out on some of those clicks becoming customers. The site will only bring in a fraction of what it possibly could.
Conversion rate optimisation gives a company the chance to make as much money out of its visitors as possible. It allows the site to achieve its potential.
Imagine having such effective landing pages that every time you ran ads you could be sure of getting a positive ROI. That's what a CRO agency can do.
Here's an example of how a 6% conversion increase can have a dramatic effect. In the table below both landing pages are sent 1000 clicks. The higher conversion rate of landing page B cuts the cost per conversion in half, from £93.75 to £40.90.
| Clicks | Cost per click | Conversion rate | Conversions | Cost per conversion | |
|---|---|---|---|---|---|
| Landing page A | 1000 | £4.50 | 4.8% | 48 | £93.75 |
| Landing page B | 1000 | £4.50 | 11% | 110 | £40.90 |
What this means for the client is that the number of customers brought in by the ads is doubled, for the same amount of ad spend. Alternatively the client could choose to bring in the same number of customers at half the price.
A/B tests are a great way of testing two versions of a landing page to see which one will deliver an improved conversion rate. Statistical significance is used to measure whether the result of a test is likely down to the changes or has occurred by chance. If a test is statistically significant it's a good bet that the winner of a test if implemented will continue to produce a better conversion rate and hence more conversions. There's a good Statistical significance checker here.
CRO day to day: When working with A/B tests it's easy to have a favourite test that you think is definitely going to beat the original or control version. Statistical significance is really useful because it helps you to circumvent the very natural instinct of favouring one page over another. It can also help when talking clients out of implementing a particular landing page or design that will lower conversions.
Traffic is needed to be able to A/B test changes so a brand new website would need a source of clicks. CRO on a brand new site would be possible alongside a PPC campaign and sufficient budget as all changes could then be tested and measured.
If you are undergoing a site re-design it is recommended to start CRO testing before you create a new site design, so that the test data can influence your design decisions.
If CRO work is stopped after improving the conversion rate any improvements made will continue to perform well. Unless of course the page or layout is changed without testing them first.
This is a difficult question to answer. It may be possible to produce an improved conversion rate within 3 months. This depends on the amount of traffic available and the quality of the traffic.
In general we will look to have a number of tests running at the same time to increase the speed of improvements.
If your business relies on your website for bringing in sales then you should hire a CRO agency. Your websites performance can be improved (dramatically in most cases) and effective CRO can ensure you bring in the most business possible.
Increasing the conversion rate of your site will improve the profitability of any types of advertising that lead back to the website, but it could also help to increase your rankings in Google. Googles’ most common advice to business owners and marketers is to create a quality site and not worry too much about specific SEO ranking factors. When it comes to getting results that’s somewhat vague advice that could be taken a number of ways. However, it does suggest that Google will reward higher quality sites with better rankings.
How does Google measure what a quality site is? There are a few ways that they might do this including:
These are all factors that can be influenced by CRO. Testing and measuring the performance of the site and then making changes to improve it will directly affect how Google sees your site. CRO can be a cyclical process which sees conversion rate and profitability increase which can result in better rankings and more traffic with which to increase profits.
Conversion rate optimisation (CRO) is a service that we include with all SEO or PPC campaigns with spends over £500 per month. However, if you’re not looking to sign up for SEO or PPC get in touch via our contact form to request a standalone CRO quote for your site.
Get A QuoteConversion rate optimisation includes multiple specialist skills that when combined can have a powerful impact.
For CRO to work effectively we need access to data. Traffic data from Google Analytics and CRO tools like heatmaps and surveys can help to identify issues with a page that are hurting the conversion rate. Once we've identified the issues we can work at producing alternative designs and copy to test.
Copy writing can have a big impact on conversion. Effective sales text has long been a tool for advertisers. Combining great copy with A/B tests can lead to huge improvements in conversion.
Functional design puts the user journey at the centre of all decisions. This kind of design works to convince and persuade the user with effective spacing, fonts, imagery and colour schemes.
Pages need to load fast and be incredibly easy to use from a user's perspective. We keep the user in mind at all times when coding our designs.
A/B testing allows us to line up multiple tests and figure out which new versions beat the control version. In other words, it allows us to find the best converting pages faster.
Keeping accurate reporting data is key to making the best decisions for each campaign.
When it comes to CRO agencies London has lots to choose from, so why should you choose us?
We've worked with small businesses and multinationals and delivered results for our clients that has helped them to make more money from their digital marketing efforts.
We have been consistent in delivering results for clients by practicing proven conversion rate optimisation techniques. With online competition only getting fiercer a CRO campaign is the advantage your business needs.
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