Part of the Callcredit Information Group
The Emma’s Diary online platform is the Royal College of General Practitioner’s award winning pregnancy guide for expectant mothers and health professionals.
Objective
To enhance the online performance of the Emma’s Diary Website with a view to increasing the number of visitors registering on the site.
The Conversion Project
Latitude‘s Conversion Analytics team used web analytics and usability tool (heatmap) data to outline areas for improvement on the Emma‘s Diary website.
The data analysis revealed a high bounce rate for the homepage, which had also been identified as the main entrance point for new users. It also came to light that visitors to the homepage were not clicking through to the registration page. There was a high drop of rate from the registration page, with visitors not completing registration.
Latitude‘s Conversion Analytics team developed two tests to improve performance; Homepage MVT and Registration Page A/B Test.
Homepage MVT:
The advanced analysis helped to point out some key areas for testing on the homepage, which were the main Call To Action banner and right hand-side box.
Registration Page A/B Test:
Latitude‘s Conversion Analytics team decided to use the A/B testing format because data analysis pointed towards the need for page layout changes within the websites.
Conclusions
The conversion project has highlighted how important it is to move away from only considering one page when trying to optimise the performance of a website.
Latitude’s Conversion Analytics team achieved a postive double-impact by increasing the number of people that progress into the conversion funnel as well as creating an uplift on the conversion rate.
Web analytics and data from usability tools helped identify the current shortfalls of the tested pages. Compensating any shortcomings like the lack of attention to USPs on the homepage or the ease of use of forms can create great benefits with regards to user experience and ultimately conversion.
Results
Increased engagement on the homepage and clicks through to the registration page saw homepage CTR increase by 29% and conversion rate by 56%.
“Latitude managed our MVT Project from start to finish in a professional and structured manner to deliver an uplift in our ability to convert website visitors into customers.”
Chris Hill
Digital Marketing Manager
Download the Emma’s Diary Case Study
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