Results-Driven Business Growth
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AT ALBION, WE DO THINGS DIFFERENTLY…
Looking for marketing campaigns that can pay for themselves many times over? We stake our reputation and our fee on getting great results. So if we don’t increase your rankings, traffic or sales (or reduce your cost per acquisition) you won’t pay a penny.
Inkbot Design were frustrated that their website was not appearing as high as they expected in the search results. By having us audit the site then fix a large number of hidden issues, we were able to pull over 5 times more search visitors per week with no ongoing work required.
After proposing 2 new alternate layouts to a New York recording studio’s homepage, we were asked to go ahead and test if either of them generated more leads than the existing design. Both layouts generated more than twice the number of leads for the same number of visitors.
We generated a huge 334% increase in sales leads each week from the same amount of traffic by redesigning and refining the Brand Influencers’ homepage with lists of benefits, social proof, authority elements, an explainer video and a simple enquiry form above the page fold.
How can you know for sure that one version of your homepage design and marketing wording works better than another version? How do you know if one page that describes your creative products or services converts more leads or sales than those that display a different range of products? Or if including a simple gallery, instead of a huge slideshow, will be the factor that increases online sales or enquiries? Do you even know why people give up on your site and bounce back to the search results to look elsewhere? The answer to all the above is CRO best practices and A/B or multivariate testing.
Web page split-testing is a tried and tested technique used by Albion’s Conversion Rate Optimisation experts to increase leads or sales enquiries for our clients in the creative industries. Sellers of art, graphics, music and associated services can all benefit from knowing for a fact which wording and layouts work best to generate the most leads and sales from their existing online traffic – and is often the biggest opportunity many brands neglect to take advantage of.
As a sole trader, freelancer or marketing team staff member, you know exactly how your business’s homepage looks. You worked hard to come up with the right imagery and wording you believe will best sell your stuff and leave a good impression on those who come across your site. However, do you know if the artwork or list of services displayed on your homepage is the best choice compared to others? Do you know for a fact that the list of benefits of hiring or buying from you mentions the most important features? Should you request site visitors to use the contact form or give you a call? Do you know if having them start an online chat or fill out a “request a callback” form would produce more sales leads?
The above questions are usually answered using gut-feelings rather than hard facts and figures. However, CRO split-testing allows you to know and prove for a fact which elements work better than others to sell your products and services. And it is understanding (for a fact) which features of your website or which wording you included or missed is the key to tapping into all those extra sales leads that you currently turn away with sub-optimal design and marketing copy.
Most web designers aren’t aware that homepage slideshows are one of the worst “conversion-killers” that lose sales every single day. This is because they often hide critical messaging in slides that most visitors don’t notice or even see. Most websites are created using generic templates that were designed by coders who have little experience of writing compelling sales copy. They also often aren’t aware that having a short simple “proposition”, benefits list and small contact form above the fold on the homepage out-performs generic homepages with galleries and slideshows across the board.
Don’t take our word for it though. Conversion Rate Optimisation best practices have evolved through the study of millions of individual split tests on websites that cover the creative sectors and others. The results and rules of thumb that come out of these tests are usually only known to those who have a deep understanding of conversion optimisation. Of course, it is our job to advise clients of the opportunities that have been missed and the variations that are likely to lead to increased engagement and sales.
It is a straight-forward process to take one of your website portfolio landing pages, or a page that describes one of your services and create variations with potential improvements to wording or imagery. At Albion we use a range of A/B split testing tools such as Optimizely to send a share of your existing traffic to each variation. When that is done you can sit back and monitor which variation generates the most leads or sales. Then, of course, you can have us replace your sub-optimal wording, layout or content with that which is known to make you more revenue and profits.
The only thing you need to ask yourself now is – what are you waiting for? Today is the right time to join other creatives in your sector and put to bed those in-house niggles and arguments about your website once and for all. Because it is likely that your web designer’s “best guess” generic template or your own marketing copy and product wording is the main thing holding your brand back from the increased profits and ongoing growth your business deserves.
Discovering new opportunities for Canada’s top immigration law firm
To empower a top-level Canadian immigration attorney’s brand with the ability to reach new markets and increase sales enquiries, we reworked the firm’s website copy and transformed it into highly optimised content that reached new potential customers from the United States.
Pulling celebs into the studio with psychological conversion testing
Where do Sting, Springsteen and Lauren Hill go to have their latest releases mixed and produced? The answer is Supreme Tracks studio in New York City. The firm woos high-profile customers with page copy that exploits cognitive biases with a/b split testing and conversion rate optimisation courtesy of the Albion team.
Promoting special arts services throughout London and beyond
Having built a solid local brand around the south coast of the UK, SAS Graphics work with big clients including Reuters and ITV. However, in order to market their large-format printing services to museums and corporate clients in the capital, they hired Albion to improve their websites and increase traffic and sales leads.
