Utilising A/B testing to drive results
A/B testing has been a critical part of our process, implementing site changes that have seen significant improvements to conversion rates. By analysing user behaviour and iteratively improving site performance, we aimed to maximise conversions and enhance the overall user experience.
The Project
The project for activpayroll encompassed a comprehensive redesign of their website, with a focus on three key areas, Information Architecture, SEO (Search Engine Optimisation) and CRO (Conversion Rate Optimisation).
To begin, the Information Architecture (IA) was meticulously planned to anticipate user expectations and streamline the user experience. By organising content logically and intuitively, our aim was to guide visitors through their journey seamlessly, and ultimately increase engagement and retention.
This IA plan also prioritised SEO, optimising the website for search engines, enhancing crawlability and indexing, with the aim to improve search engine rankings, drive organic traffic and increase visibility in relevant search queries for activpayroll’s ideal prospects.
Following this, Conversion Rate Optimisation (CRO) strategies were implemented. This involved conducting A/B testing to refine key elements such as CTAs and lead generation forms. By analysing user behaviour and iteratively improving site performance, the goal was to maximise conversions and enhance the overall user experience.
