CEO at Econsultancy
30 July 2009 09:47am
We're seeing a fast-emerging niche/specialism of agencies and consultancies whose primary proposition is to help site owners improve and optimise conversion rates.
This is being called various things:
"online business optimisation consulting"
"online performance improvement consultancy"
"conversion rate optimization"
"website performance consulting"
"conversion optimisation consultancy"
And, not surprisingly given the recession, there are plenty of clients after this help as they seek to 'sweat their assets' rather than necessarily invest in big new projects at the moment.
So who are the agencies and consultancies out there who really focus exclusively on this?
Following are the ones that I'm aware of but feel free to suggest your own organisation if you think you're relevant by replying to this post:
CEO at Logan Tod & Co.
30 July 2009 10:43am
Thank you Ashley for taking note and creating a sector in which Logan Tod & Co can compete. After seven years of ploughing a lonely optimisation furrow it is fantastic to see this market evolving and attracting more talent to help clients improve business results.
Can we expect an Econsultancy report on the sector?
CEO Logan Tod & Co
Director at Caption Ltd
30 July 2009 10:49am
I'm a consultant working, primarily with retail clients, on helping their online operations to perform better.
The work that I do covers acquisition of new customers (through my relationships with SEO, paid search and social media specialists), on-site optimisation through analysis of existing user behaviour and applying best practice usability.
In addition, for some clients my work extends further into their business strategy to help ensure that they are making the most of their opportunities, rather than just simply fixing their web site.
All the best,
t. 07767 301967
Group Manager, Media & Search, EMEA at Adobe
30 July 2009 10:52am
Thanks Ashley. I'd echo Matthew's comment, it's good to see online business optimisation defined here.
We certainly position ourselves in this sector:
Omniture - Econsultancy Omniture profile, our website
UK Managing Director at Elisa Interactive Ltd
30 July 2009 11:19am
Latitude Group Expanded it's Analytics offering at the turn of the
year to incorporate what we call the Four Levels of Conversion Analytics:
1 - Web Analytics: How many visitors / conversions, trend analysis
2 - Conversion Attribution: How the users arrived at the site,
what touchpoints had they interacted with prior to the last click conversion
3 - Usability Study: Heat mapping, form analytics and session
replays to understand how users interact with the site.
4 - Landing Page Optimisation: A/B and MV Testing to alleviate the
bottle necks that stop conversion.
Ideally we look to apply all four of these stages to optimise on
site conversion. We do this using a variety of solutions and providers with the
clients' specific business needs at the centre of our analysis.
Head of Conversion Analytics at Latitude Group
Digital Marketing Consultant, Trainer, Author and Speaker at SmartInsights.com
30 July 2009 12:03pm
I don't focus exclusively on this in my consultancy since I'm typically providing input on strategic direction for organisations, but some projects are focused on helping clients driving improvements through Google Analytics, Omniture, Webtrends, etc
I think an interesting issue here is that the benefits you can get from analysis, AB/MVT and modifications to design elements of individual pages, while significant, won't give the maximum benefits which require consideration of digital strategy issues, i.e.
When working on customer journey or page optimisation using analytics I find these issues have to be addressed too. There are limits to making a change to call-to-action colour or placement.
Management of these issues tends to occur in a longer relationship with a digital media agency and I think we can expect to see many digital agencies incorporating this into a wider range of services.
Dr Dave Chaffey
CEO at Epiphany Solutions
Epiphany have been delivering Conversion Rate Optimisation for several years as part of our WebConverter product.
We have a defined ‘Menu’ of conversion tests, processes and 3rd party applications that can be applied to a customers' site over a planned programme of work which will allow them to increase their overall conversions and maximise their return on search marketing from both PPC & SEO.
We have worked with many organisations over the years delivering this service and have repeatedly seen it deliver significant results.
It’s reassuring to see a number of agencies entering this market as well as organisations like Google recognising it’s importance with their Google Website Optimizer offering and the new Google Conversion Professional accreditation.
We believe that this is an area that will grow and grow in the next year as companies look to improve their return on on-line marketing spend.
Managing Director – Epiphany Solutions
30 July 2009 13:04pm
How interesting, the responses to
Ashley’s post so far have come from four clearly different groups:
Still to come... Usability companies with a conversion
focus - where are you??
Any other types of business that provide
Managing Director at Propellernet
30 July 2009 13:25pm
Although Propellernet do not offer this service exclusively, it is an essential component of our mix and features in around 60% of all of our client projects. However, we do carry out conversion only projects and as such would compete directly against the specialists, but bring more joined up thinking to the table.
Having worked at the acquisition end of the market for 6 years in search and online PR, the natural evolution is converting that interest into commitment and customers.
PPC for example is only viable for many of our clients because we have managed to improve their conversion rates and keep their CPA's steady while their CPC rises.
The results for our clients have been staggering, and we continue to be surprised that hardly anyone seems to be doing it.
For anyone interested you can read about how conversion optimisation fits into the customer journey at http://www.propellernet.co.uk/what-we-do/conversion-optimisation
Managing Director - Propellernet
Managing Director at Future Insight Analytics Ltd.
30 July 2009 13:34pm
We have also offered conversion analyses for a few years now. Whilst conversion services have always been needed, there is definitely a rise in the realisation of the need for them as part of internet business marketing strategy e.g. aligning marketing with business objectives.
Like others here, we use Google Analytics & GWT as tools to support our analyses. We have also created our own service - CallTrackID - to help our Clients and external agencies use Google Analytics to collect data about telephone calls that have been made offline, but should be considered as conversions (whitepaper download - http://www.freshegg.com/call-track-id.htm).
I am looking forward to reading all that e-consultancy can offer on this service-industry!
Nikki (Web Conversion Specialist - Fresh Egg Ltd.)
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