Well for the past few months, Neil and Hiten have been clients of ours. (So far, we’ve approximately doubled Crazy Egg’s revenues.) They kindly offered to turn our methodology into one of those beautiful infographics that the KISSmetrics guys create.

You can download the infographic here.

By the way, the KISSmetrics team have offered to create more infographics for us, so please send us your requests. (Leave them in the comments below.) What would you like to see?

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Every week, our consultants meet to discuss the work they’ve created for clients. The process is fascinating. One consultant presents their work—a wireframe, a design, or maybe the client’s existing control—and the other consultants give suggestions as to how it could be improved. This allows us to draw upon the wide-ranging experience of our team.

We use collaborative feedback software to keep track of the suggestions made. Here’s how it works:

• The consultant uploads their image into the software. (It’s all web hosted, so it’s really simple to do.)
• The consultant chooses whom they’d like to invite to comment on the image.
• Those invited annotate the image with their suggestions and comments.

The software allows us to easily collect all of the feedback in one place. We find it to be more effective than verbal feedback because it encourages everyone to leave concrete, specific suggestions.

In the early stages of a design, you may prefer the users to be from within your own team. However, you may also choose to use the software when presenting designs to clients or senior management.

Here’s what we were looking for

When we were shopping for suitable software, we found loads of lists of contenders (thanks to Tripwire Magazine, Six Revisions, Vandelay Design and several others). Rather than giving you detailed, impartial reviews, we’re just going to tell you what we settled on and why, in the hope that it will help to save you from hours of trudging through sign-up processes.

What we wanted

• The ability to upload large (often very long) images. Many of the apps failed to handle the unusually large files that we often create. We tested them using a screen-capture image of a long page of dimensions 1,905 by 14,704 pixels, which had a file size of 8.5 MB. Some of the software apps made the image blurry, some took ages to load and scroll them, and some of them crashed or stalled.
• The ability to keep everything private within a defined group of people.
• Pleasant to use.
• Works in Chrome and Firefox, so we don’t have to remember to switch browser.
• A way of allowing all of the consultants to view everyone’s feedback, preferably in real-time without having to reload a page.
• A way of being able to discuss each comment.
• A way of being able to “check off” each comment once it has been completed—so it becomes like a task list.

Some nice features that you may want, but we didn’t

• The ability to get feedback from an open community.
• The ability to create defined tests for users (Usabilla and Chalkmark do this—see below for details).

Here’s the list of software we considered

The following list describes the software tools we considered. Scroll down to the next section if you’re only interested in seeing which ones we chose in the end. Also, note that these aren’t supposed to be detailed software reviews—they’re just our initial impressions as to whether each software solution would be suitable for our specific needs.

Backboard. Backboard has recently been acquired by box.net, and someone mentioned to us that it isn’t being supported any more. It looked promising at first, but we gave up after failing to work out how to sign up for a paid account, and customer service didn’t reply to our email.

CritiqueTheSite. Wasn’t what we were looking for; it allows users to leave comments next to a site, a bit like Google Sidewiki.

ConceptFeedback. Doesn’t allow sharing with a closed community. Everything has to be made public.

Chalkmark. Chalkmark is for moderated tests, and it does them well. We wondered whether we could use it for our needs, but it only allows testers to click once on the page, then it moves to the next question.

ProofHQ. Looked like it would do the job. However, we found the interface to be too complex for our needs (maybe because it has some sophisticated permissions settings and workflow functionality).

Onotate—Looked very good, but it gave a weird error (a file appeared to have been uploaded twice, then when we deleted one of the copies, it deleted both of them). Also, we failed to share the file with each other, so we moved on.

BounceApp. Bounce was created by the same people who created Notable. You might consider it to be “Notable Lite”. With Bounce, everything’s public, which is why it wasn’t suitable for our needs. There’s a good comparison of the differences between Notable and Bounce in this article.

Usabilla. Usabilla has some really promising features, but it failed to upload our large image.

Twiddla. Twiddla is a real-time virtual whiteboard. You can upload images and watch people adding comments in real-time. Unfortunately, it was unable to handle our large image, reducing it to a blurry thumbnail.

Vyew. Vyew is another virtual whiteboard software, and we had the same problems with it that we had with Twiddla.

Scribblar. Scribblar is whiteboard software. It failed to upload our image, giving an error message: “Error. Upload failed.”

FineTuna. Pros: It has a clever name, a cute cat, and looked promising. Cons: It can’t upload images larger than 2,800 by 2,800 pixels, so we never got to see it in action.

Stixy. Stixy’s maximum file size is 4 MB.

IDidWork. We struggled to sign up. Pages weren’t displaying properly.

RedMark. Our large image uploaded fine. It worked, but it ran a bit slowly, presumably due to the image size. The image became a bit cluttered with call-out lines once we’d added about ten comments. Also, there’s no easy way of scrolling down the image besides dragging it.

Cozimo. Cozimo managed to upload the image, but struggled to display it. At certain zoom levels, parts of the image weren’t displayed.

Here’s the software we settled on

Unfortunately, we didn’t find one tool that had all the features we were looking for. Here were the two tools that we found most useful.

(By the way, none of the links on this page are affiliate links. We’re vendor neutral, and we don’t profit from recommending technology.)

1. Notable

So far, we haven’t been able to find anything that beats Notable. (That’s why we chose to use it for the image near the top of this page.) Notable doesn’t allow you to actually draw or write on the image—it just lets you attach comments to those orange rectangles. Also, we were hoping to find software that would allow us to see comments being added in real-time without having to refresh the page, and that’s not possible with Notable either. However, for us, the fact that it runs really fast with no glitches more than makes up for that.

2. ConceptShare

ConceptShare has all the features of Notable and many more, but it feels a bit slower, and we find it less intuitive. Its customer support is very good.

One of its packages is purpose-made for critiquing video. Video is really hard to critique remotely, so if you know someone who works with video, they might find this feature invaluable.

We’d love to hear your views

Are you having success with collaborative feedback software? Do you know of any better software we should be considering? Do you think we’ve wrongly dismissed one of the software tools we evaluated? Please let us know your thoughts in the comments at the bottom of this page.

Would you like to learn more about conversion?

If you’d like to learn more about how to grow your business, you should see this list of useful tools for identifying why your visitors aren’t converting. You should also read the following case studies, which show our process in action:

• How we made an extra £14 million a year for a travel company
• How we made $1 million for SEOmoz—with one landing page and a few emails
• How we doubled the sales of a web app
• How we increased the conversion rate of Voices.com by over 400%

These how-to guides will come in useful too.

Would you like to outsource or delegate your conversion activities?

If you’d rather find out right away how we might help your company to increase its conversion rate and profits, just get in touch with us for a friendly chat with one of our consultants, during which we’ll identify the biggest opportunities for you to grow your business using conversion rate optimization.

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Beyond best practices

Someone suggested we write an article about best practices for conversion. You know the kind of thing: magic buttons that convert, “killer” copywriting words, winning layouts, etc.. Unfortunately, that little box of tricks doesn’t take you very far. In fact, it sometimes takes you nowhere. It’s the marketing equivalent of secret chat-up lines for seducing the opposite sex. It’s what people want the answer to be.

The real best practice isn’t a particular type of page element at all. It’s a well-defined, systematic process—a series of things you need to do.

The CRE Methodology™ is significantly different from what most people are doing. We’ve mentioned it in conference talks, but this is the first time we’ve published an overview of it. It doesn’t involve shoot-from-the-hip guesswork, and it doesn’t have the excitement and appeal of magic buttons. In fact, in many respects it looks a lot like hard work. It requires intelligence, experience, craft and expertise in a wide range of disciplines. But experience has shown that it works, time and time again. It’s what we do every day for our clients.

And we’re proud of the fact that it has been adopted by some of the web’s most sophisticated companies; we’ve spent the past few years working with clients like Apple, Sony, Google, Vodafone, SEOmoz, SEO Book and some outstanding, forward-looking small businesses. Double-digit improvements are the norm.

In summary, it works.

Here it is.

The CRE Methodology™ for growing businesses

Step 1: The Rules of the Game (and how to win at it): Coming up with your strategy, your long-term goals, and how you’ll measure success

Many marketers start out by creating a list of things to test. We advise you to resist the urge at this stage. Here are a few reasons why:

You need to find out (not guess) which parts of your business are underperforming and why

Most clients come to us with a preconceived idea of what should be worked on. Ironically, the opportunities usually lie elsewhere—in their blind spots. First, we insist on discussing the client’s strategy and vision for the business. You need to define the key performance indicators (KPIs) that will ensure you meet your goals.

You don’t know why people aren’t converting yet

At this point you also don’t know why your visitors aren’t converting, so any suggestions you make would be theoretical rather than based on evidence. From our experience, evidence-based recommendations are much more likely to give breakthrough results than glib “best practice” ones.

You need to experience your business as a customer with a fresh pair of eyes

It is important to have customer empathy and to understand the thought processes your visitors are going through. To “walk in their shoes.” If you’re looking at your website from a marketer’s perspective, you’ll act like a marketer. So, if you aren’t already, you need to become a customer of your own site. (You’d be amazed how many people have never done this.)

Step 2: Understanding (and tuning) existing traffic sources

It’s impossible to critique a website without knowing where its visitors are coming from, which landing pages they arrive on, and how they navigate around the site.

Take a bird’s-eye view of your business, identifying the areas that appear to hold the greatest opportunity.

Seek to understand your entire conversion funnel, starting with the initial ad impression where someone first encounters your business and finishing with the thank-you page and beyond (there’s often a lot of opportunity in optimizing post-sale events such as referral programs, up-sells and email marketing). To sketch your conversion funnel, map out every action that a prospect has to take to become your customer. Use whatever works best for you: scribble on a whiteboard (tip: you can create huge whiteboards using adhesive film or this paint) or use software (Omnigraffle for Mac is particularly good because it has a physics engine that does the layout automatically.)

Aim to work on the areas of your business that will have the biggest impact on your goals. Also prioritize your efforts on parts of your business that are easiest to make changes to.

The best way to visualize this process is by thinking about blocked arteries and missing links. Just as an artery in your body is the highway that carries large volumes of blood, an artery in your business is a high-volume pathway that leads to sales. Once you have identified your business’s arteries, search for blockages in them—that is, aspects of them that are underperforming.

Missing links are parts of your conversion funnel that have not been created yet. For example:

• turning a one-step sale into a multi-step sale
• adding a well-placed refer-a-friend program
• adding an effective email autoresponder sequence
• adding a series of post-sale offers
• growing a customer community
• rolling out successes into other media (online and offline)

Step 3: Understanding your visitors (particularly the non-converting ones)

Don’t guess what the blockages are. Find out. This usually requires some research, aimed at understanding your visitors and their intentions.

The key question is, “Why isn’t the visitor converting?”

The answer typically comes from research in these core areas:

1. Understanding different visitor types and intentions
2. Identifying user experience problems
3. Gathering and understanding visitors’ objections

This may sound like a lot of work, but it shouldn’t take long.

1. Understanding different visitor types and intentions

It doesn’t matter how good your website or product is if you’re asking the wrong people to do the wrong thing at the wrong time—which is why you need to start with an understanding of your different visitor types and visitor intentions. The process typically revolves around your web analytics platform and customer database.

Seek to understand your different traffic sources and how they behave. Here are a few things you should consider:

• New visitors vs. repeat visitors
• Which referring sources of traffic convert best?
• Do you have distinct visitor types, based on either the visitors’ situations, their past experiences or their intentions?
• Branded keywords vs. generic keywords

Understanding these different visitors will give you clarity about how to organize your conversion funnel so that you’re showing the right content, with the right call to action, to the right visitors, at the right time in their buying journey.

2. Identifying problems with user experience

All websites have some visitors who don’t convert simply because there is something that prevents them from doing so. They’re willing but not able. Consider the following:

• Does the site load correctly in the browsers your visitors use?
• Do the pages load fast enough?
• Is it easy for users to navigate through the site and know what they need to do?
• Is the copywriting clear or confusing?
• Are forms easy to use?
• Do the users get error messages that confuse or deter them?

There are many tools and techniques for identifying user experience issues. Once you’ve identified the problems, you can design tests to overcome them.

3. Gathering and understanding visitors’ objections

Next, seek to understand why most of your users aren’t persuaded. But those people come and go without trace! How do you know what they wanted? How do you know what would have persuaded them to take action?

If you owned a real-life bricks-and-mortar store, it would be easy: You’d hear their objections. You’d be able to ask questions. You’d hear what they muttered as they headed for the door.

Capturing the voice of the customer is more difficult with the web, but it can be done. Start by implementing appropriate feedback mechanisms for capturing the most common objections. Then gather, record and analyze the feedback.

We call this the Objection/Counter-Objection (O/CO) approach; identify (not guess) your customers’ objections, then present them with strong counter-objections.

Step 4: Market intelligence

No business exists in a vacuum. Study your marketplace—for example, your competitors, any expert commentators, and what your customers are saying in social media and review sites—and then explore possibilities for improving your positioning by building upon your company’s core strengths.

You can get a wealth of information about your marketplace using tools like Google Alerts, SEOmoz PRO, Twitter Search and Yahoo! Answers.

Step 5: Spotting the hidden wealth in your business

Each of our clients has had elements within their business that would have been highly persuasive to their prospects—but which the prospects never saw. The key is to identify all of these persuasion assets, then present them to the prospect at the right time in the buying process.

Sometimes, the challenge lies in creating a wish-list of persuasive assets that your company needs to acquire.

Step 6: Creating your experimental strategy

It’s a myth that you can transform a business by making what we call “meek tweaks.” Extraordinary improvements come from extraordinary ideas. Take all of the ideas you’ve generated from the research, and prioritize those big, bold, targeted ones that will grow your business in the shortest time. Bold changes give you more profit, and you get quicker, larger returns (it’s statistics thing). And they’re usually more fun. If you carry out “meek tweaking,” on the other hand, your tests seldom reach significance, you get disheartened and, most upsettingly of all, you lose the commitment of your colleagues.

After collating all the ideas, prioritize them based on three simple metrics:

1. How likely is it to double your conversion rate?

Asking this question helps to ensure that you’re prioritizing the big opportunities. Bigger, bolder tests should be given a high priority; meek tweaks need to be demoted.

2. How easy it is to implement the test?

Look for the quick wins with the biggest financial impact, so changes that are easy to implement are given a higher priority.

3. Has this idea worked before?

Once you’re testing, you’ll quickly start learning what your visitors respond to. Every test we develop is documented so that we can review and prioritize ideas that are inspired by winning tests.

Step 7: Designing your experimental web pages (your “challengers”)

This is the point at which you’ll create the content that you’ll be testing.

Note that novices usually begin at this stage. They base their designs on guesswork and so-called “best practices,” and then they get disheartened when their tests fail. Our experience has shown that the significant wins come from basing the new content upon insights that were gleaned from the previous six stages.

First, create a wireframe of the new page (or page element). The wireframe must be designed to be more persuasive, believable and user-friendly than the existing version. Pay particular attention to critical copy elements such as the headline, introductory paragraphs and calls to action. Carry out several usability tests on the wireframe and discuss them with anyone who has an empathic understanding of your customers.

Step 8: Carrying out experiments on your website

There are many software platforms for tracking and testing, each of which has its own benefits. If you don’t already have one in place, you may wish to use Which Multivariate—our comparison website for multivariate testing platforms—to identify which you should use, based on your needs.

Once the split-testing platform is in place, run through and verify that everything is set up properly. Then, for each split test, follow a procedure that ensures that all team members understand what the test is:

• why you’re running it;
• how it fits into the site;
• how it aligns with the business goals;
• and how you’ll measure success.

These experiment plans create a valuable archive of your business’s evolution.

Once a test is started, the software takes over. All split-testing software automatically calculates when one version of the page has generated statistically significantly more conversions than the others, at which point you can end the test and promote the winning version to be your new “control”.

Step 9: Transferring your winning campaigns into other media

Diversifying your customer acquisition channels gives your business more stability. Your increased conversion rate will mean you can profitably invest more in advertising channels such as SEO, PPC, social media, affiliate marketing and offline media.

Also, explore how the insights from your winning experiments can be implemented in other parts of your marketing funnel. For example:

• A winning appeal in a landing page test can provide a winning headline for your AdWords campaigns (or vice versa)
• A winning landing page can be adapted for space advertising in offline media
• If a particular offer performs well in your own marketing materials, your affiliates may benefit from using it too

Each win often reveals new opportunities

The CRE Methodology™ is iterative; subsequent experimental plans will be based on the outcome of the previous experiments. Each improvement builds upon the success of the previous ones. Each time your conversion rate is increased, it becomes increasingly difficult for competitors to compete. Also, as your conversion rate grows, more opportunities present themselves. After each split-test, it’s important to “zoom out” and look at the whole conversion funnel again, to determine which part of the business you should focus on next.

Conclusion

As this overview has shown, the CRE Methodology™ is not about best-practice page elements; it’s a process of activities that encompasses a wide range of disciplines. Although it sounds less appealing than applying “magic buttons”, we don’t know of an easier, more reliable, way to grow an online business.

What you should do next

If you’d like to learn more about conversion

If you’d like to learn more about how to grow your business, read the following case studies, which show our process in action:

• How we made an extra £14 million a year for a travel company
• How we made $1 million for SEOmoz—with one landing page and a few emails
• How we doubled the sales of a web app.
• How we increased the conversion rate of Voices.com by over 400%

These how-to guides will come in useful too.

If you’d like to outsource or delegate your conversion activities

If you’d rather find out right away how we might help your company to increase its conversion rate and profits, just get in touch with us for a friendly chat with one of our consultants, during which we’ll identify the biggest opportunities for you to grow your business using conversion rate optimization.

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Our consultants recently discussed ways of getting users to scroll down a page. You may be interested to read this summary of the techniques that arose from the discussions.

Why you should be testing long pages

As a rule of thumb, your page should contain at least as many words as you’d use when selling face to face. That’s because you don’t have the luxury of being able to ask for objections, so your page needs to address all of the most common objections. When SEOmoz’s CEO, Rand Fishkin, told us that it takes him about nine minutes to sell SEOmoz’s PRO service face to face, we realized that the landing page would have to be long. The winning page we designed for them was six times longer than the control, which it outperformed by 52%.

Some marketers are wary of long pages, associating them with aggressive sales techniques. Whenever someone tells you that they’d never buy from a long page, remind them how long Amazon’s pages are.

Where is the fold?

In web marketing, the term “above the fold” refers to the area of a page that the user can see without scrolling.

The position of the fold will be different for different users, depending on many factors, including their screen resolution, how many bars (tool bars, tab bars, menu bars, system bars, etc.) are open, and whether they’ve zoomed in on the page. FoldTester is a tool that shows you where the fold will appear for different users.

The growing usage of mobile-phone browsers throws yet another monkey wrench into the fold machinery.

How to analyze how your users scroll

Here are two ways to determine whether your users are missing important content because they aren’t scrolling:

1. Conduct usability tests, and observe whether the users scroll.
2. Use a tool like ClickTale, which gives scroll-reach heatmaps about how far users scroll down your page.

Incidentally, ClickTale’s analysts have published some excellent research into how users scroll, which is based on the wealth of data that their tool captures.

Techniques for encouraging users to scroll

Here are some design strategies that may fix scrolling problems. As with any web usability issue, there’s no universal solution. Try to identify why users aren’t scrolling, overcome that particular problem, then verify it with a split test. (If you’re new to split testing, see this comparison of multivariate testing software.)

1. Horizontal objects near the fold: how to avoid them, and what to replace them with

Beware of horizontals. A band of horizontal white space that lies on the fold can be mistaken for the end of the page. (We call this a false bottom.) If you can’t remove the white space altogether, try to reduce its thickness, to minimize the number of users for whom it lies along the fold.

A false bottom can also be created by a horizontal line or bar just above the fold, so be careful with those too.

If a page element is clearly straddling the fold, the user will intuitively understand that the page continues below the fold. A simple way to remove all horizontals is to have page elements in each column end at different heights on the page. That way, at least one page element will straddle the fold, regardless of the user’s computer settings.

Ideally, the page elements that straddle the fold should be ones that have a well-known form, so it’s obvious when they are incomplete.

2. Use a background for the sides (and top) of the page

Here’s an intriguing way to make it obvious that the page continues below the fold: Give the top, left-hand, and right-hand borders of the page a shade or texture that contrasts from the main content.

This technique appears to work because of the Gestalt effect, by making it clear that you can see all but one of the sides of the page.

3. In your sales copy, explicitly urge the reader to scroll

Be clear and direct with your users, telling them exactly what you’d like them to do. Don’t feel afraid to explicitly ask them to scroll; it’s fine to say “Scroll down this page to…”

As with the rest of your copy, the user will be more likely to act if you give them reasons for doing so. For example, “Scroll down this page to get a $10-off coupon,” or “Scroll down this page to discover [valuable information]” is likely to outperform a reasonless call to action.

4. Add a please-scroll graphic just above the fold

You may choose to add a please-scroll graphic just above the fold, where it’s likely to get noticed. Such a graphic may be placed where most users’ folds lie, as in this example:

…or this one…

Alternatively, you may wish to add it to a freestanding object that’s fixed to the bottom of the user’s browser window, so it appears at the bottom of their page regardless of what their screen resolution is. Objects like this have the advantage that they don’t disrupt the design, and they can be added using a simple script.

5. Adding click-to-scroll functionality

Make your please-scroll button clickable

Why not make your please-scroll graphic clickable? If you click on the scroll button on the Wiltshire Farm Foods page (see the image above), the page smoothly scrolls down.

To learn how to do this using JavaScript, click here.

Create links to target locations within the same page

HTML allows you to link to target locations within the same page. Clicking on such a link automatically “jumps” you down to the section you’ve linked to.

These links can be incorporated into a Johnson box, like we did in our SEOmoz case study, allowing the user to jump to the section that interests them most.

6. Don’t force users to scroll horizontally

Horizontal scrolling doesn’t come naturally to most web users. It normally becomes an issue when the user’s browser window is narrower than the width for which the website was designed. One way to get around this is to design for small screen resolutions. Another is to separate your content from your layout, so you can use different style sheets for different devices, or use a liquid layout that automatically adjusts to the browser width.

Of course, every rule has its exceptions. Here is a showcase of creative websites that are specifically designed to use horizontal scrolling. However, even this showcase includes the caveat, “horizontal websites are not very user friendly.”

Conclusion

Long pages are effective, but only if your users know that they can scroll, and are given compelling reasons to do so.

If you’d like a PDF screenshot of a long page that generated an additional million dollars per year for the client, with loads of “tooltips” explaining, in detail, the persuasion techniques behind each page element, just sign up to our free newsletter.

In this article, we’ve outlined some techniques for encouraging scrolling, but did we miss any? If so, scroll down and let us know in the comments. (See what we did, there?)

Learn more

Want to learn more about how you can improve your site? See our Services page. You can also discover how we’ve grown companies in software, travel, recruitment and more. These how-to guides will come in useful too.

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One of the multivariate testing services, Visual Website Optimizer, has just announced a new feature: revenue tracking. For details, see their article here.

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As you might imagine, getting into Conversion Rate Experts is extremely difficult, and working here is extremely tough and challenging, but the rewards are high too:

• First, there’s the satisfaction that comes from working with the best conversion rate experts in the world, and taking responsibility for growing some of the world’s most sophisticated brands—companies that are leading the web revolution.
• Second, we pay extremely well—considerably more than most other agencies do. That’s because we believe that one brilliant mind is worth a hundred mediocre ones.

(For obvious reasons, if you work for one of our clients—or for a company actively considering using our services—we can’t consider you, unfortunately.)

Nine great reasons to join us

• Work anywhere you choose. We are looking for the very best people, so we won’t be restricted by geographic location.
• Learn to be one of the world’s best conversion rate experts. We’ll reveal every secret we’ve ever discovered about growing web businesses.
• Industry-leading compensation—with even greater incentives when you “deliver the goods”.
• Prestigious clients: Lead projects for some of our great clients, like Apple, Google, Sony, Vodafone, SEO Book, SEOmoz and many exciting less-well-known businesses.
• Great colleagues. Our goal is to build and grow the world’s number one team of conversion rate experts. We also work with many of the world’s most respected marketers. So you’ll be in exciting and stimulating company.
• Join our private mastermind group. You’ll have access to our mastermind group in which we discuss the latest techniques we’ve developed, and the results they’ve generated.
• Opportunities to develop. You’ll be encouraged (and expected) to develop yourself. You’ll have freedom to utilize the latest technology, and to access the most advanced training programs. And you’ll have the budget to work with the best vendors in the world.
• Avoid all the nasty and boring stuff. You’ll only be required to work on the fun stuff: helping our clients to grow their businesses. We’ll take care of all the admin, paperwork, negotiating, invoicing and marketing, which leaves you free to concentrate on the activities that make you money (getting results!)
• Entrepreneurial, but without risk. You will receive a combination of guaranteed payment plus performance-based bonuses. You’ll receive regular training designed to optimize your performance, your time and your income.

What you’ll be doing

As a CRO Consultant, you’ll be joining our highly experienced team of experts who are responsible for providing one-on-one consulting to deliver amazing (and measurable) results for our clients.

You’ll be using…

• your personal expertise
• The CRE Methodology—our proven CRO process
• our internal mastermind group

You’ll provide our clients with…

• strategic advice
• content and ideas to measurably grow their businesses
• unbiased technology recommendations
• highly professional project management and leadership

Here’s the type of person we’re looking for

We’re looking for smart, passionate and ambitious web marketers with a proven track record of growing online businesses using conversion rate optimization.

You’ll have expertise in most of the following:

• Web analytics, SEO, PPC, affiliate marketing and offline marketing
• “Real world” sales and direct response marketing
• Understanding the psychology of a website’s visitors
• Usability and design of high-converting webpages and sales funnels
• Carrying out split tests and multivariate tests on websites
• Project management, motivating teams, and mentoring others

Most importantly, you’ll be obsessed with conversion and will already be getting amazing results.

We understand you may already have clients and/or projects of your own, so please mention this in your application form, (the details of which are at the bottom of this page).

Why you might not want to work with us

This position is extremely demanding, and requires exceptional technical and communication skills. It’s not a job for your average marketer; after all, not many marketers are brave enough to insist that their clients test their advice—particularly when the advice is being given to clients as sophisticated as Apple and Google.

Here’s what our consultants say…

Interested? Here’s what to do next. (Applications must be completed no later than July 14, 2011.)

1. Read our about us page, to see if you share our values and beliefs. Also, read our free reports to see if you’re excited by the work we do.

2. Complete our online application form, giving us evidence that you have the skills we’re looking for. Please note, it’s pretty rigorous; though we’re sure you’ll appreciate that with a results-based business like ours, we have to be.

Deadline: Applications must be completed no later than July 14, 2011.

Note that, for obvious reasons, if you work for one of our clients—or for a company actively considering using our services—we can’t consider you, unfortunately.

If this job isn’t for you, maybe you know someone we should be considering. If so, please forward this page to them.

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If you’re unfamiliar with the term, conversion rate optimization (CRO) is the science of turning more website visitors into customers.

Q&A with Chris Clarkson, Marketing Director, and Alan Gilmour, Technical Director, from sunshine.co.uk

Q1. So before we get into the behind-the-scenes questions of the project, can you paint a picture of how sunshine.co.uk approached marketing previously?

Chris: In the beginning we were selling holidays as cheaply as we possibly could. We were working on low margins and hoping for high volumes. Our original marketing approach was based on SEO and affiliate marketing.

Q2. Why did you choose to work with Conversion Rate Experts?

Chris: Because of our work with SEO and affiliates we were looking for other ways to improve the website. We already had the traffic and CRO is about making better use of it—essentially more sales without more advertising costs.

Q3. Were there any downsides to implementing CRO in your business? What were some of the major challenges you faced during the project?

Chris: Mostly the requirements on the development team as you get used to this new process where everything is tested. The actual changes we made and the surveys and stuff like that brought up a lot of issues. So creating content to combat these issues took time.

Alan: Every time we did a new test the results meant we would have to make changes to the site. So it’s not only the initial test that you have, you also have the results of the test that you then have to verify before you can start the next test. So as Chris said, there is quite a lot of development involved.

Q4. Anything else you can think of, challenges, etc.?

Chris: Everything else we were quite up for. We were fairly committed from the start, which I think you have to be. We had other projects in line for development and they kind of got pushed aside with the time this was taking. But we got good results pretty much from the start so we knew it was a worthwhile sacrifice to make.

Q5. How long was it before you saw the positive results from the project?

Chris: It was about 8 or 10 weeks after we started—that’s when we implemented the first changes based on surveying and testing.

Q6. So how did things get broken down so that the project was more manageable? Where exactly did you start?

Chris: The very first thing we did was a customer survey that asked 8 or 10 questions and we got a lot of feedback from that. This helped us decide which direction we should take.

Alan: I would just say usability issues were where we spent quite a bit of time, making sure the customer could easily get from the initial search stage right through to the final booking stages. We’d find any hiccups then spend quite a lot of time getting user testing done by other users to improve the things we assumed were working but which were causing problems.

Q7. What were some of the major lessons you learned along the way?

Chris: Test everything, that’s probably the main thing. Any changes are split tested to make sure they get a positive result. User testing is an extension of that and is something that gave us the biggest “face-palm” moments. You see something that seems pretty obvious to you, but when you see an actual customer using it… well, it is something everybody should do.

Q8. So if you were talking to a business owner who has never conducted a usability test before, what would you say to them or what information would you pass along?

Chris: They really, really should do usability testing; it’s quite an eye-opener.

Alan: And be open to try anything and not to take anything personally because there have been a few suggestions in the past where we said, “That’s just never going to work,” and it has. So you just have to be open to anything.

Q9. So what were some of the “worth their weight in gold” findings from the usability studies that you did?

Chris: This one doesn’t directly relate to conversion rates, but a high majority of contact you have with customers on a day-to-day basis is when people have issues and complaints. We did the survey and one of the first questions we asked was “How would you rate sunshine.co.uk?” A massive number of customers were giving us 10, 9, or 8, and they were the silent majority. But of course in your day-to-day dealings, you tend to speak with the small number of people who have had problems, so you forget that 96% or 99% of your customers had really good service, and it all went well for them. So that was quite an eye-opener, if you like.

Alan: We saw that and realized we needed a testimonial section on the site to share all the good feedback we had.

Q10. What is the influx in revenue going to enable you to do?

Chris: We’ll be reinvesting and taking our profits and buying geo-domains to create smaller sites in particular areas. We are also going to apply the lessons we’ve learned from Conversion Rate Experts across those sites as well. One of the really good things about using them is they don’t do everything for you; they’re teaching you. So it has been a good learning experience.

Q11. So I know that a lot of experiments and split tests were done during the project. Is there one that really stands out for you and what was learned?

Chris: I think one of the first ones we did was with the deals on our home page and it essentially gave you a rundown of the flight: where it was going and how many nights, price, etc. From the feedback again it was pointed out that it seemed too cheap and didn’t actually explain what was included. So we added more information. I think simply adding another sentence to the box got us a 19% conversion rate increase. That was when I realized that this is a good thing.

Q12. What software and online tools did you use during the project?

Alan: The main thing that we were working with was Google Website Optimizer and that’s enabled us to do all our split testing. It’s not really affecting the site dramatically and just operates in the background so that when customers arrive at the site they’re not aware that anything is being tested in any way. And Google Website Optimizer has extensive stats so you can log in and see how many bookings you’ve received or how many users have converted. I think that’s been the basis of all our testing so far.

But we have used other software that was recommended like KISSinsights for asking the customer questions when they arrive on the page, and Kampyle, which is another one where you get feedback from the customers.

Chris: Yeah, and we used Survey Monkey quite extensively as well.

Q13. One of the things that I found most interesting was how you were able to turn a negative page element into a positive without changing your business. Can you talk about how testing not having a phone number listed on your site played out?

Chris: We never really had the phone number in the first place and we just didn’t make anything of it. But through user testing from the customers we found it was an issue. Some people seemed to think it caused trust issues, so Conversion Rate Experts suggested we take a different view of it and explain why we don’t have a phone number. The testing showed a positive result. In fact, most people seemed to quite like the explanation behind it.

Alan: And on a similar topic, recently on our booking pages we added the booking phone number for anyone who has a question when they are actually in the booking process. We noticed that even without people phoning in, just having the number there seems to be increasing the conversion.

Q14. So to wrap things up, would you say the project affected your business philosophy and the way you run things?

Alan: Yeah, I think so. A lot of the time when we’re thinking of new things to add to the site, the first thing we do is try to think of it from a user’s point of view and how we can make it work in a similar fashion with all the improvements we’ve had with Conversion Rate Experts. So we want to use those things and just get it right from the start rather than just putting it up and hoping we’ve got it right and worrying about it later.

Chris: Yeah, measure, always measure.

Curious for more information?

If you want even more strategies to grow your business, check out how we made an extra £14m in the sunshine.co.uk case study The case study gives a complete breakdown of the experiments we ran. As an added bonus, at the end of the case study you can download several free PDFs packed with even more quick wins and pro tips you can take to the bank.

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How we got those improvements

When we started working with PhotoShelter, they were already well beyond the stage of obtaining product/market fit; they were a successful business operating in a market that was relatively mature (at least in web terms) and competitive. They would never have doubled their sales if they had not aggressively tested their website to find improvements.

(Sidenote: if your company, product, service, web app, or whatever, is still in its embryonic stages, we’d highly recommend you read these resources from four very intelligent guys: this article by Paul Buchheit, who created Gmail, this one by venture capitalist Paul Graham, this slide deck by Dave McClure, and these videos by retired entrepreneur Steve Blank.)

We have run eight tests so far. Some of our recommendations are still in development, because they involve larger-scale changes to PhotoShelter’s strategy and business model. However, we can show you the following things, which are likely to be applicable for your own business:

1. How we improved the offer

Our surveys revealed that PhotoShelter’s visitors were anxious to try out the product. PhotoShelter already had a free version, but it had limited features, and an analysis of the business data revealed that it wasn’t particularly effective in persuading users to upgrade to the paid versions. On the other hand, we found that once a user tried the fully functional version of PhotoShelter, they were much more likely to continue to use it.

Armed with this insight, we established that our goal was to get as many visitors as possible to try out the fully functional paid version, by offering a no-risk $1 trial of it. The new conversion funnel was more popular with visitors, as determined by a split test.

The old call to action (on the left) and the new one (on the right). The $1 offer was effective in increasing the profit. Notice how each call to action included text to reassure people about the details of the offer. To get a free PDF containing a powerful but simple “bonus tip”, subscribe to our free newsletter.

The split test was carried out using Google Website Optimizer, but also involved an analysis of PhotoShelter’s back-end system to compare the lifetime customer value of each group of customers.

2. How we got to understand the value of the service—so we could communicate it better

To better understand PhotoShelter’s service and its customers, we

• organized discussions with serious photographers
• became paying customers of PhotoShelter
• surveyed PhotoShelter’s existing clients
• surveyed PhotoShelter’s prospects

The insights gleaned from this research allowed us to better communicate PhotoShelter’s benefits, as seen through the eyes of its prospects.

Throughout the site, we used direct language about how PhotoShelter benefits photographers—based on things we knew they cared about, using language that we knew would resonate with them. See how this stuff is no longer guesswork once you have carried out work to “get under the skin” of the customers?

For example, we reworded PhotoShelter’s table of benefits, prioritizing features that we knew the customers cared about, and expressing them in words that they would understand.

3. A subtle—but effective—change to the architecture of the site

We surveyed the people who converted, to understand what made them different from those who didn’t. They reported that viewing examples of other photographers’ PhotoShelter websites had persuaded them to get their own.

An analysis of Google Analytics data confirmed that people who converted were much more likely to have seen examples of existing PhotoShelter websites.

Interestingly, this vital content was not prominently featured in PhotoShelter’s conversion funnel. We consequently added the Examples page to the global navigation bar. This subtle change may appear to have been trivial, but a split test confirmed it had increased the site’s overall sales by 12%.

4. Getting new customers to engage with the product ASAP

With all companies, the conversion funnel extends far beyond the first sale. This is particularly true of web apps, which are usually charged as a monthly payment. We analyzed PhotoShelter’s entire customer journey to identify opportunities for increasing the customers’ satisfaction—and hence the lifetime customer value.

As soon as a prospect signed up, we wanted them to start using the product immediately. So we removed all distractions, showing the user a linear path towards getting their first site set up. So, for example, we changed the user journey so that customers were encouraged to upload photos immediately after signing up.

Additionally, in response to customer surveys, we worked with PhotoShelter to create more help resources for new customers, to make it easier for them to get value from PhotoShelter.

Important lessons

• Test what matters most! Many people think that CRO involves tweaking different buttons, or following some set of “best practices”. The truth is that you have to identify the critical parts of your conversion funnel—then be brave enough to test bold changes to them! With PhotoShelter, testing the offer was scary, but the pay-off was large.
• Discover what your customers care about, then show it to them! Photoshelter’s customers were happy to give feedback. We just had to ask them for it! We identified the key “persuasion assets” that customers stated as having been important in persuading them to convert. One example was seeing examples of real PhotoShelter-powered sites.
• Urge people to take action. Split testing verified the benefits of adding more calls to action. Once prospects converted, our job was not over: we needed to turn them into happy lifelong customers—ones who would recommend PhotoShelter to their friends. To discover another very simple yet extremely valuable change we made to PhotoShelter’s site, subscribe to our newsletter. The odds are your site is not doing this and you are missing out on conversions right now. Discover this simple change to increase your site’s conversion rate!

Some of the tools and techniques we used

• We spoke with photographers and carried out usability tests with them.
• To learn from visitors, we conducted exit surveys using 4Q.
• We also emailed customers to engage them directly, which proved to be overwhelmingly successful. PhotoShelter is lucky to have such devoted customers. The help they provided was priceless!
• We used Google Website Optimizer, which is a free and powerful testing tool. If you want to find out which testing software is best for you, check out our other site, Which Multivariate, which gives a complete comparison of multivariate testing solutions.
• We also became paying customers of PhotoShelter and set up our own sites.

Thank you to PhotoShelter

PhotoShelter’s willingness to move forward with bold changes allowed them to double sales, and they’re still growing! Successful conversion rate optimization requires a commitment from the consultants and the company; PhotoShelter certainly held up their end of the deal!

PhotoShelter has a great service and is helping over 60,000 photographers show their work. They are helping many of them make a living from doing what they love.

This will work for your site!

Take one step at a time. The first step is to listen to the people interacting with your site. Give them the opportunity to talk to you, and you’ll discover eye-opening insights!

Based on these insights, make changes to your site, then use split testing software to test the changes, so you can discover what your visitors prefer.

Our gift to you: a free PDF containing a powerful but simple “bonus tip”

To get a great additional tip that was incredibly effective for this project with PhotoShelter, subscribe to our free newsletter. We’ll send you a copy of the PDF straight away.

(If you’re already signed up to receive our email newsletter, you don’t need to sign up again to receive the free PDF; we’ll email you a copy of it.)

The tip is a simple change to your site that most companies aren’t using. It’s applicable to pretty much any website. Our newsletter goes out fairly infrequently: it contains truly valuable information, and you can easily unsubscribe whenever you wish (though few people ever do). You can get it here.

Learn more

Want to learn more about how you can improve your site? See our Services page. You can also read more case studies for companies involved in software, travel and recruitment. These how-to guides will come in useful too.

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• a list of 15 categories of conversion killer. (You should identify which of them are killing your conversions, and then eliminate them.)
• how to implement a brave guarantee without taking any risk. (See the process map on slide 59.)
• six strategies for affiliates whose merchants have terrible sites. (See slide 63.)

If you’ve ever wanted to see us present in person, you’ll have several chances in the next few weeks.

(Similarly, if you haven’t, here are the places to avoid.)

We’ll be speaking at conferences in London (UK), Budapest (Hungary) and Hamburg (Germany).

If you’re nearby, come and say hello! Full details are on our Speaking page.

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Sunshine.co.uk are a UK-based travel agency offering cheap holidays. Within six months of working with Conversion Rate Experts, their conversion rate almost doubled.

This was achieved despite the fact that the rest of the UK travel industry was in crisis: the country was in the grips of a recession, airlines were collapsing, and the number of holidays booked was falling at its highest rate since records began. In fact, during this period, the travel industry lost over £2.1 billion in profit. So, during this tough time, how did sunshine.co.uk double their revenue?

Conversion rate optimization, of course. (You had guessed that already, hadn’t you?) In this article, we’ll show you how we did it…

If you’d like to hear the thoughts from the sunshine.co.uk team about this project take a look at our interview with the team.

How we did it

Surveying your customers is the bedrock of a successful campaign

Everyone knows that they should survey their customers, but few companies do it regularly. And even fewer survey their customers well. With sunshine.co.uk, surveying was the foundation for the massive increases in conversion.

“Surveying our customers with SurveyMonkey was mind blowing. Normally, the main customer contact we have is when the customer has an issue with a booking. With the survey, we found that the silent majority loved us.” Chris Clarkson, Marketing Director of sunshine.co.uk

That’s not all. The survey also helped us understand the reasons why the customers loved sunshine.co.uk—which we could then emphasize on the website.

Here are our top three tips for surveying your customers:

1. Try making your surveys more qualitative—If you stick to multiple-choice questions, it’s easier to process the data for hundreds or thousands of customers. However, it won’t be anywhere near as valuable as if you asked questions with open-text field responses.

Don’t get us wrong, multiple-choice questions have their uses, but we find open-text fields to be much more useful for conversion rate improvement.

2. Give customers an incentive to fill out the survey—The more people complete your surveys, the more valuable they’ll be. sunshine.co.uk decided to offer everyone who filled out the survey the chance to win the cost of their last holiday—which could be as much as several thousand pounds. This investment paid off quickly when we started to implement and test the ideas generated by the survey’s feedback.

3. The covering email is just as important as the survey and incentive—It’s essential to get the email right, to ensure that as many people as possible fill out the survey. This is what we did to ensure sunshine.co.uk’s email would be read:

• In the subject line, emphasize the benefit to the customer. That’s why we used “Get your holiday free” instead of “Can you fill out our survey?”
• Sell the survey like you’d sell your products or services. So we emphasized that it was easy to fill out (“it only takes about 3 minutes”) and added the incentive (“win back the cost of your last holiday”).
• Emails should be personal. The more personal the email, the more likely people are to respond. That’s why we included the customer’s name in the email, as well as signing it from a person, rather than from a nameless marketing department. We emphasized this further by including a photo of sunshine.co.uk’s managing director Chris Brown (and Pluto!).

In addition to using Survey Monkey, we also recommend KISSinsights for surveys. KISSinsights provides an incredibly quick way of adding a short survey (usually just one or two questions) to a particular page. You can create and launch a survey in less than a minute (we timed it ourselves, and it took 55 seconds), which completely changes your approach to surveying.

Usability testing will make you rich

We started usability testing quickly and easily with remote testers from usertesting.com and whatusersdo.com. While some testers were able to book a holiday easily—including flights, hotels, transfers and parking—others struggled.

“Usability testing was easily the biggest ‘wow’ and ‘facepalm’ moment.” Chris Clarkson of sunshine.co.uk

Here are our top three tips for usability testing:

• Don’t just test your site—test your competitors’ too. By comparing sunshine.co.uk against the competition, we were quickly able to see what they were doing right—and what we could do better.
• Do it often. We carried out usability tests on every major redesign of the homepage, resort and hotel pages, and the booking process. This way, we could make sure that the site was as user-friendly as possible before and after testing.
• Do it now. This is the most important point—a lot of people think usability testing is a good idea, but put it off indefinitely. Don’t! You can get started in less than 10 minutes.

Know your analytics

Each type of research tool or technology gives you a slightly different view of your current business. Web analytics software such as Google Analytics or Omniture SiteCatalyst doesn’t give as much rich information about what’s going on in your visitors’ heads, but it does reveal loads of quantitative detail about the flow of users through your website. It’s particularly useful for helping you decide which pages to work on first.

sunshine.co.uk use Google Analytics for their web analytics. They have also used Crazy Egg, which provides simple visual heatmaps that show where your visitors are clicking on a given page.

Regular split-testing is essential

Split testing with Google Website Optimizer became a built-in part of sunshine.co.uk’s development process: nothing was changed on the website without being tested first. That way, we could see exactly which changes were increasing the conversion rate, and which had no impact—or even lowered the conversion rate.

It took just six split tests to almost double sunshine.co.uk’s annual revenue. But we actually did ten split tests in total. The advantage of CRO is that you can’t go backwards. If a test increases the conversion rate, you switch to the new version and increase revenue immediately. And if it doesn’t increase the conversion rate, you just stick with the original.

What we changed

Make it clear why you rock

When we started working on sunshine.co.uk, it wasn’t immediately clear why a visitor should use them rather than use one of their competitors.

To find out, we spoke with two of sunshine.co.uk’s founders, Chris Clarkson and Alan Gilmour. They had the inside knowledge of the travel industry, and could tell us how they were different from the competition.

We also studied the data from the customer survey. We wanted to find out what customers liked about sunshine.co.uk and how they’d describe the company to a friend.

We took all of this data and distilled it into four main benefits:

• Lowest-price guarantee—sunshine.co.uk have incredibly low prices for holidays, so we backed this up with this compelling guarantee: if you can find a holiday cheaper, we’ll refund the difference—and give you a fiver on top.
• Peace of mind—Prospects were understandably anxious about the turmoil in the travel industry. sunshine.co.uk recognised this objection and emphasised a guarantee that allayed the prospects’ concerns: if a supplier ceases trading, you can claim your money back from us.
• ABTA-bonded—sunshine.co.uk are bonded by ABTA, the UK travel trade association. This reassures visitors even more that their booking and holiday are secure.
• No hidden charges—When booking a holiday, most customers are used to having baggage fees, taxes and fuel surcharges added on. Not with sunshine.co.uk, who include all of these from the start. They even include supplier failure cover for free (which most competitors charge extra for).

These were sunshine.co.uk’s main benefits—not just based on vague opinion, but verified by customer research. By clearly communicating these benefits, we were able to increase the conversion rate.

Uncovering—and overcoming—common objections and misunderstandings

Improving conversion isn’t just about expressing benefits; it’s about overcoming all the major objections.

Here’s one objection we identified: sunshine.co.uk’s prices are so low, they’re often unbelievable. (At the time of this writing, you can get a trip to the Algarve including flights and accommodation for just £91 per person for a whole week!)

In our usability tests, we discovered that there was often confusion over the prices. Visitors weren’t sure if the figures were per person, per night, or whether flights and hotels were included. Ironically, the prices were so low that they were harming the conversion rate.

By clarifying the pricing, and what it included, we increased the conversion rate by 19%, adding an amazing £4 million to their annual revenue.

Turn negatives into positives

Visitors and usability testers often commented that there wasn’t a phone number displayed on the site. This is deliberate—sunshine.co.uk keep their costs down by only accepting bookings online.

But it can look odd if there isn’t a phone number. As one usability tester commented, “You make the website really friendly, but you also make it hard for people to call you.”

So instead of brushing over the fact that there was no phone number, we promoted the fact that they didn’t have one.

Now at the top right of every page—where you’d normally expect to see the phone number—it says, “Where’s our phone number?” Clicking the text opens a pop-up that contains the following text:

“We don’t have expensive call centres, so we can pass on these savings to you—making our holidays incredibly good value!”

The negative was turned into a positive—and this feature is now commented on regularly by visitors to sunshine.co.uk.

What all this meant

Here’s a short video interview, in which Chris Clarkson from sunshine.co.uk discusses his experience of working with us:

Annual revenue increased to £31 million

In 2009 sunshine.co.uk’s sales were £17 million; in 2010 they’re on target to hit £31 million—and we’re still carrying out tests. That’s a huge £14 million a year extra, as a direct result of their work on conversion rate optimization.

But it doesn’t stop there. Because the conversion rate almost doubled, it also meant that…

Travel affiliates could double their commission by working with sunshine.co.uk

sunshine.co.uk already had a successful affiliate program. And when their conversion rate increased, it wasn’t long before affiliates started to notice—making the program even more successful.

sunshine.co.uk’s biggest affiliate noticed that the pay-per-click (PPC) traffic he sent to sunshine.co.uk was converting twice as highly as the traffic he sent to competitors—so his earnings doubled.

We expect that sunshine.co.uk’s revenue will increase even further, as more affiliates discover their super-high conversion rate.

PPC offered huge potential for growth

PPC had previously been too expensive for sunshine.co.uk to consider. But with the higher conversion rate, huge volumes of traffic were suddenly available to them.

As a result of working with Conversion Rate Experts, sunshine.co.uk could afford to increase their bids on PPC profitably—knowing that their higher conversion rate would mean they’d still make a strong profit.

As a result, PPC is becoming one of sunshine.co.uk’s biggest growth areas. It’s likely to be a huge source of traffic, which will allow them to increase their market share rapidly.

What next?

It doesn’t stop here … sunshine.co.uk and Conversion Rate Experts are now focusing on the next phase of development: aggressively developing and testing the website, together with email marketing and advertising.

Thanks to sunshine.co.uk

We’d like to thank Chris, Alan and the rest of sunshine.co.uk for their hard work during this project—and for allowing us to share this case study with you. We’d also like to thank Michelle from Caboodle Design. Without all of their help, none of the successes above would have been possible.

Our gift to you: a free PDF of conversion tips

If you’d like a PDF of some advanced conversion tips, just sign up to our free newsletter. All of these tips are currently being used by sunshine.co.uk, but they’re applicable to almost any type of website. We’ll send you a copy of the PDF straight away. It’s a quick two-page guide of advice that’ll help you boost your conversion rate.

Our newsletter goes out fairly infrequently, it contains truly valuable information, and you can easily unsubscribe whenever you wish (though few people ever do). You can get it here.

(If you’re already signed up to receive our email newsletter, you don’t need to sign up again to receive the free PDF; we included a link to it when we emailed you about this article.)

Want more case studies like this?

If you would like to see more of our clients’ results, you can find a long list on our “clients and results” page.

We’ll be publishing detailed case studies on more of them soon. If you’d like to be notified as they become available, join our free newsletter.

Want us to work on your business?

If you would rather find out right away how we might help your company to increase its conversion rate and profits, just get in touch with us for a friendly chat with one of our consultants, during which we’ll identify the biggest opportunities for you to grow your business using conversion rate optimization.

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