65% increase in CVR from testing call to actions
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introduction
The Telemarketing Company is the UK’s leading specialist outbound B2B telemarketing agency. Fox&Bear have worked with TTMC for many years on PPC and SEO campaigns, with strong results for both channels.
To help bring results to the next level, we focused on improving the website experience. Conversion rate had stayed relatively static, and it appeared we had reached a ‘cap’ of conversions. We began with heatmapping to learn more about how users engaged with the website.
To combat the decreasing conversion rate, we turned to CRO (conversion rate optimisation).
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Client
The Telemarketing Company
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Industry
B2B
Heatmap analysis
Heatmap analysis
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One
Heatmap analysis
A heatmap analysis revealed potential pain-points on the website, as well as identifying the areas that drew in users’ attention. These insights meant we were able to identify areas for AB testing.
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Two
AB testing
From here, we rolled out a programme of AB testing. At first, we focused on the potential pitfalls we found during heatmapping, such as the design and copy of specific pages.
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Three
Success and failure
One of these design tests showed that changing the page layout did not have a significant impact on conversion rate and aided the client in making a decision to avoid unnecessary development costs.
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Four
Micro-copy testing
Then, we moved into testing micro-copy, such as call to actions and messaging. This AB testing aimed to find what taglines and imagery resonated with our audience.
