Case Background :
In this case study, we have shared highlights of our Conversion Rate Optimization project for Pediatricsboardreview.com
The website offers courses and study materials for doctors who want to get board certified in the USA.
The website is developed on combination of WordPress and InfusionSoft.
The traffic acquisition channels are primarily paid and organic search.
The objective of this project was to optimize the home page of the website as the page is also the top landing page for the company.
Dr. Ashish Goyal, founder of the company, is a huge believer of running experiments to discover high performing variants of the digital assets; and it was fundamental requirement of the project that we optimize the page only after running experiments.
The website uses Google Analytics + Google Optimize combination for analysis and Optimization.
The project was commenced with analysis of traffic and user behaviour data for the website using Google Analytics. Following were the key observations:
Qualitative Analysis :
For qualitative analysis we have curated a checklist of over 60 parameters that we have developed post exhaustive experimentation across 200+ projects. We have found that only by implementing the guidelines from this qualitative audit, organizations can expect at least 30% bump in their conversion rates with statistical significance.
Following presents excerpts from out audit deck which is usually over 100+ pages :
Following were the key discoveries from qualitative audit :
Solution Delivery :
Since the site has limited traffic, taking the route of experimenting one change at a time would take eons. We rather suggested the company to completely revamp the page and drive a split test between the old and the new variants.
The team at DataVinci then went on drawing board to design a new variant from scratch.
Following is the sequence of steps taken :
At the time of creation of this post the home page live on https://www.pediatricsboardreview.com/ is the ouput of this entire assignment.
Here are some key numbers :
The test was ran for 90 Days to ensure statistical significance.
The challenger created by DataVinci outperformed default by 258%
Variant declared winner by Google Optimize with 98% probability
Closing Notes :
Fundamentally, when we call something an experiment – we cannot be certain of the outcome. Hence, with A/B tests or split tests as well – we must accept that there can be a possibility that the test will not produce a high converting variant.
But, if you want to ensure a consistently high performing digital asset, then testing and optimizing MUST be in the culture of your organization. Having said that, here are few things to consider to improve chances of success :
- Work with an experienced team. A good team with experience develops decent intuition on what will work and what will not. Saving considerable time as testing can be long sometimes
- Page speed performance is a low hanging fruit
- Work on your offer first and then on your website, no amount of CRO can cover up for a bad offer
- Decide your tests based on your traffic volume, don’t do minor tests with low volumes, it will take you ages to disover a better variant
- Design your page copy based on your key traffic channels. Someone coming through search is perhaps already aware of your product category, while social traffic needs more education
We hope you found this case useful. If you want to discuss any Analytics or CRO project with us, you can use the link below :