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 do you know for sure whether homepage wording and sales copy A works better than version B? How do you know if one service page layout converts more leads than other layouts? Or that including a simple contact form instead of a generic slideshow will be the factor that vastly increases enquiries and helps you bring those all-important new customers? The answer is Conversion Rate Optimisation and A/B testing or multivariate testing.
CRO split-testing is a tried and tested method used by Albion’s Conversion Rate Optimisation experts to increase leads or sales enquiries for our professional services clients. This scientific approach to web design and copywriting is a powerful way to increase leads and sales without having to increase your existing website traffic figures. And doing this is often the biggest opportunity many brands that offer professional services neglect to cash in on.
Ok, so as a sole trader, freelancer, a company owner or marketing team staffer, you are likely to know exactly how your business’s homepage looks. You also have a good idea about the page’s wording and the specific services these pages promote. But how do you know if the list of benefits you use to describe your offering aligns to the concerns of your target market? How do you know if your pages neglect to mention core features your visitors need to see in order to go ahead and fill out that form? Or give you a call? Does indicating a price increase reduces the number of leads your landing page gets? Do you know which page elements secretly turn potential new customers away from your brand? Never to return.
The above questions are usually answered using gut-feelings rather than scientific facts and figures. However, CRO split-testing is the only way of proving for a fact which elements work better than others. Furthermore, they can provide your decision-makers with a reassuring confirmation that your messaging is nicely refined to produce optimum results. Alternatively, they may deliver a surprising revelation suggesting new approaches that you are not exploiting ways to generate more leads and sales from your existing traffic.
Not knowing how this data can increase your customer list with little effort, and not knowing where you are leaving money on the table, is one area of win-win growth strategies many professionals are yet to enjoy. Conversion Rate Optimisation best practices have been shown to be one of the best ways to increase your businesses’ online ROI. So making use of best practices is often a real eye-opener when we explain the process and likely results to new clients.
Ok, so it’s true that most web designers aren’t aware that homepage slideshows are one of the worst conversion-killers (because they often hide critical messaging in slides nobody notices or even sees). And that you can generate more sales leads by wording web page sales copy to focus on the benefits to the user, rather than the features of the products. Let alone that talking about what “You” (the customer wants) rather than what “We” (the service provider) offers are easy ways to encourage more potential customers to fill in that form or give your sales team a ring.
Don’t take our word for it though. The process of creating a variation of one of your website service pages and making variations with potential improvements to wording or imagery is a straight-forward process. The use of powerful tools such as Optimizely (to send a share of your traffic to each variation) is all that is needed to allow your team to monitor which variation generates the most leads or sales from your existing online traffic.
So what are you waiting for? Now is the time to join others in your sector while putting to bed those in-house arguments about the wording or layout of your company homepage once and for all. Now might be the best time to uncover for a fact how your web designer’s “best guess” wording or layout is the main thing holding your brand back. Now is the time to get the increased profits and ongoing growth your business should already be enjoying.
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.
