Michael Bowen a Performance Analyst at Geary +PMG wrote a whitepaper that will help you to convince clients on Conversion Rate Optimization (CRO).
Bowen: “An un-optimized website typically has a meager 3.1% conversion rate (verticals vary of course). When conversion rate optimization is executed correctly, it can increase conversion rates between 50 and 200 percent, and there are occasions when resultant increases are higher (King). There are three types of web properties to work with during a CRO process: landing pages, microsites, and conversion paths. During the testing process, landing pages, microsites and conversion paths will be classified as one of the following states: control, challenger or champion.”
- Control: The page with the original design and baseline data
- Challenger: The new design that you are putting up against the control
- Champion: The design that performs best during testing
For more information go to Geary +PMG to download a complimentary copy of the whitepaper.