Improving conversion rate through message match
MOZ writer Brad Smith has published a case study showing how use of message match can improve conversion rates by 212%. Smith has shared a three step process for it.
Smith says, “Google offered to build a free mobile website for our past client. But rather than take them up on that very generous offer, they hired us to rebuild it for them (at about $20,000+ times Google’s initial estimate).
Smart or dumb?
The problem is that shoving an outdated legacy design onto a smaller screen won’t fix your problems. In fact, it’ll only amplify them. Instead, the trick is to zoom back out to the big picture. Then it’s a fairly straightforward process of:
- Figuring out who your customers are
- What they want
- And how they want it
That way, you can align all of the critical variables (thereby making your “messages match”) in order to improve their experience. Which, if done correctly, should also improve your bottom line; in the end, our client saw a 69.39% cost per conversion decrease with a 212.74% conversion rate lift”.
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