About the Client
ICMI Speakers and Entertainers Bureau is one of the largest and most respected speakers and entertainment agencies in South East Asia, including Australia, with a national network of eight offices, and one in New Zealand. ICMI is currently planning to expand its offices as a result of increased demand over the last 2 years for speakers, entertainers, and teambuilding activities in the region.
Website Optimizer Work Described
With global economic downturn, tight times demand that businesses seek cost cutting. Often companies cut salaries and/or activities aimed at nurturing employee welfare, team building, and entertainment.
When a company is looking at potential sales losses, there is no better time to go beyond the competition. It is time to squeeze more out of existing website traffic by converting more window shoppers into paying customers.
In practice, we understood there was high potential to improve the conversion process using the following techniques:
- Design a simple and compact form making it easier to complete
- Provide incentive to complete the form (e.g., free brochure)
- Include the form and submit button above the fold by using Google Analytics to identify most common screen resolutions, and design the page accordingly
Below is the original landing page labeled “control”, with two variations (fold line in green):
In Variation 3 we used the new form and a short explanation about the process, with affirmation that users get a complimentary brochure for FREE.
In Variation 1, the winner, we used the new form and offered a free brochure as an additional incentive to complete it.
As shown below both variations outperformed the original.
Website Optimizer drove a 66% spike in conversions.
ICMI quickly turned more browsers into customers, hitting its sales targets despite the economic downturn. Website Optimizer and the testing process helped ICMI to develop better measurement, analysis, and testing. And, we have developed, and are currently running, an improved test for the homepage.
The results and our experience provided valuable understanding to give our users what they are looking for in their first interaction with our website.
