Conversion Optimisation

Companies invest large budgets each year into driving traffic to their website. Lack of quality traffic is the number one reason why many websites fail however, the next most influential discriminator is site content. Without content optimisation, you could be forgoing conversions from the traffic you have attracted.

Whilst the use of post-click tracking tools to optimise performance is beneficial, these tools do not tell us how to make the content more effective – the only way to determine what will work best is to test different content.

eservices performance implement multivariate testing on landing pages. This enables us to rotate content automatically and identify the combinations that generate the best response. Without multivariate testing, not only would each one of these combinations require a separate test page, but large amounts of traffic would need to be delivered to every page.

With multivariate testing, we only require the same pages that are already being utilised to test all combinations. Furthermore, the technology makes use of I-Optimal principles so that traffic is delivered to a subset of the combinations, with multivariate regression used to reliably infer performance of the rest.