Website Optimization Results
Our Website Optimization Results Can Literally Double Your Existing Sales or More
Case Study: Xtreme Wrap Body Gel
The Leverage Team, LLC had recently launched a new website promoting Xtreme Wrap Body Gel and was generating a respectable 1.6% direct conversion rate with an $81 minimum price point after spending several weeks trying to refine and optimize their offer. After some initial improvements, their web optimization results reached a plateau and that’s when we were called in. As with all perspective clients, we first conducted a Comprehensive Website Evaluation to isolate the conversion problems and estimate the effectiveness of a direct web optimization.
The Results of Our Web Evaluation:
- Low Engagement with Product Descriptions: Just 7 out of 300 prospects clicked to add one of the product options to their shopping cart, or only 2.3% of the total traffic.
- High Scan Time Over Product Descriptions: Using heat mapping analysis, we could see that more than 90% of prospects hovered over the first product description and nearly 70% hovered over the second product description. This indicates that prospects were interested in the product and willing to fully review the offer details but that something was “missing” as indicated by the low engagement rate.
- Low Scan Time Over Free Vacation Details: The second product description is for the Value Package which includes a free certificate to a mini-vacation at one of 50 participating hotels. This is a legitimate offer but the low scan time indicates that prospects were either uninterested or considered the offer a scam of some kind.
- No Credibility Tools at Point of Purchase: The page lacked the credibility tools (like VeriSign, 2048 bit secure, BBB logo, etc.) at the point of purchase which helps visitors know that their information is safe and secure.
- Pricing Not In Line with Primary Competition: As part of our business model review, we looked at the pricing of the three main competitor’s and found that the average minimum price point was $50 while the client’s lowest per bottle price was more than $75.
Website Optimization Results: Increased Conversion Rate by 130%
After some initial improvements, their website optimization results reached a plateau and that’s when we were called in. As with all perspective clients, we first conducted a Comprehensive Website Evaluation to isolate the conversion problems and estimate the effectiveness of a direct web optimization. Once we had isolated the problems, we designed our website optimization blueprint which included the following enhancements:
Created New Product Option with $49.95 Per Bottle Price: To capture the “value-conscious” portion of the target audience who focus on getting the best “per unit” price, we created the Extreme Value Package as one component of our web optimization. This sold 4 bottles for $199.80 and reduced the per unit price to $49.95 and this new package accounts for nearly 25% of total sales for the page now.
Redesigned Product Images: To increase value build, our web optimization specialists inserted comparison graphics to compare a jar of the client’s product with competing body wraps. We also simplified the bullet points to the three most salient usp’s while inserting a starburst to advertise the per bottle pricing.
Created Comparison Chart to Summarize USP’s vs. Main Competitor: Because of the prevalence of a large, well-funded competitor in the niche, our web optimization included the creation of a special comparison chart highlighting the advantages of our client’s product to the competitor in a very easy-to-read chart.
Inserted Credibility Logos at Point of Purchase: To enhance trust and reduce abandonment rate, our web optimization team inserted relevant credibility logos just below and in full view of the final submit button.
Revised Layout and Added Contextualized Image for Vacation Text: The layout and presentation order of sales tools plays a large role in overall conversions so we modified the existing layout and added some contextualized imagery for the vacation certificate copy to boost engagement in that product option.
Added “Smart” Benefit Bullet Points: While the comparison chart appealed to younger members of the target audience, we added “smart” benefit bullet points as well for visitors who prefer a little more information than you can put into a chart.
BEFORE: Xtreme Wrap Conversion Rate
Of the 6 out of 300 visitors who clicked to purchase the Standard Package, and just 1 out of 300 visitors clicked to order the Value Package. However, only 5 of 300 total visitors actually completed their purchase, or a conversion rate of 1.6%.
Website Optimization Results and New Conversion Rate
After making the recommended changes mentioned above, we were able to increase the Total Page Engagement rate to 9.6% and the Total Conversion rate to 3.8%.
Final Website Optimization Results
Now we fully concede that these website optimization results were heavily influenced by adding in the Extreme Value Package which means that we did alter the business model during this project so this is not strictly an apples vs. apples comparison. However, the minimum price point that a customer could pay remained at $81 so the increase in conversions is not due to any drop in overall pricing.
In the original version, 90% of buyers purchased the 1-bottle option and 10% purchased the 2-bottle Value Package option. So for every 1,000 visitors and with a conversion rate of 1.6%, that means the client sold 14 Starter Packages (1 bottle) and 2 Value Packages (2 bottles) for a total of 18 units.
But with the addition of the Extreme Value Package the client now sells:
- 20% Extreme Value Package
- 20% Vacation Package
- 60% Starter Package
So for every 1,000 visitors and with a conversion rate of 3.8%, that means the client now sells 8 Extreme Value Packages (32 bottles total), 8 Vacation Packages (16 bottles total), and 22 Starter Packages (22 bottles total). So for the same 1,000 visitors…
The client now sells 70 bottles of product vs. just 18 with the original copy!
While the per unit profit is certainly lower due to the $49.95 per bottle price of the Extreme Value Package, the client more than makes up for it with the 288% increase in total sales volume meaning these website optimization results will more than pay for the project again and again!
And although we cannot guarantee website optimization results like these for all clients, we CAN guarantee that our proven Conversion Rate Optimization system works time and time again—just like it did for these thrilled clients!
“I would definitely recommend him and his group to my friends and relatives. I am a very satisfied customer and definitely look forward to working with he and his team again in the future. Many thanks again Jon”
“Jon did an amazing job at creating a sale pitch that was authentic, well researched, and very well formatted. He is amazing at what he does.”
-Flying Triangle, Inc.
“I have already sent a referral to Jon, and I will be using him for all of my future sales projects. Do not hesitate to hire this team.”
-Flying Triangle, Inc.
“Love the work! Love the speed! And love the service over and beyond the call of duty”
“Jon and his team truly under promised and over delivered. The final result was much better than I expected and Jon and his team have a ”can do” attitude and I received great advice.”
-Abel Business Institute
“FTP went above and beyond the scope of the project in a BIG WAY, which was very appreciated. I certainly recommend Jon and will be using him again.”