Conversion Rate Optimisation (CRO)

Service Summary
Conversion Rate Optimisation – Product
● Our Conversion Rate Optimisation (CRO) service aims to analyse website behaviour,
then make recommendations to improve the website’s ability to achieve its objectives
● Typical objectives are:
– Converting traffic to leads
– Increasing sales
– Increasing signups
– Increasing enquiries
● This is a 6 month process:
– Most of the heavy and time intensive work is done in the first 3 months. This includes the
setup of the process, analysis, recommendations, implementation of recommendations
(this is an additional cost), testing changes, final implementation and reporting of results
– During months 4 – 6 of the process, we continue to monitor the results of the
implemented changes in an effort to better understand the traffic behaviour following the
changes made. At the end of this analysis and reporting period, a final report detailing
the improvements made over the initial benchmark will be delivered as well as a list of
new potential improvements for the website.
– This new list of recommendations can be delivered to your client with the intention of
on-selling another 6 months engagement. This will assist you in maximising your
revenue from this service. There is no reason for clients not to enter into an ongoing
rolling CRO service.
● Pricing for this product is split across the two phases.
– Phase 1 has a higher rate than phase 2, given the focused intensive work required.
– Please review your price list in the portal for details about this.
Conversion Rate Optimisation – Purpose
● The purpose of the CRO project is to enhance the behaviour of your clients’ websites, so
that they use traffic better and develop better business from their website.

CRO is a perfect service to offer your clients once they are ALREADY getting traffic to
their website. So it’s a great value add service for when a client has been doing SEO,
AdWords, Social Media for a while already, sees the absolute value they get from these
efforts and asks you: “What’s next?”.
● Website traffic is expensive. As such, a successful CRO campaign is a tremendous
value add to a client because once successfully completed, the client gets more leads,
enquiries, signups, sales for the SAME AMOUNT OF TRAFFIC, in an enduring fashion
moving forward. So a one-off CRO campaign generates ongoing, month-in, month-out
value add.
Conversion Rate Optimisation – Is Working When:
● CRO is working when there is an increase in the rate of conversion for a client’s website
so they are achieving more of their defined outcomes, for the same amount of web
traffic.
● This needs to be clearly demonstrable, with statistics against initial benchmarking and
using industry accepted traffic measuring tools. (Typically this will be Google Analytics
statistics)
Conversion Rate Optimisation – Process
Phase 1 – Initial 3 Months
● Job setup and briefing session
● Google Analytics installation, setup and configuration
● Crazy Eggs installation, setup and configuration
● Benchmarking
● Deep website analysis
– Traffic
– Website elements
– Content elements
● Reporting, recommendations and quoting of suggested improvements following analysis
– Traffic
– Website Changes
– Content
Implementation of Changes
● Recommendations implemented
● Potential Web changes
– Complete Design
– Partial Changes

Content recommendations
Analysis of results against benchmarks and reporting
● Web changes
● Content changes
● Results
– Before and after web design changes
– Before and after sessions
– Before and after bounce rate
– Before and after conversion rate
– Before and after heat maps results from Crazy Eggs
Phase 2: 3 Months Traffic & Conversion Review Following CRO Implementation
This phase is all about ensuring a decent review of the CRO results over a minimum period
of measurement. It includes the following elements:
● Monthly reporting
● Monthly analysis of web and traffic behaviour
● 3 Months final report including:
– 3 months statistics
– Comparisons with initial benchmark reports
– Further recommendations for a subsequent engagement
Conversion Rate Optimisation – Our Responsibilities
● To install all tracking tools with professionalism and care.
● To analyse traffic, website and content elements to best practise and the best of our
abilities.
● To make recommendations which, to our knowledge experience and best endeavours,
we believe will make real and significant impact to the client’s website conversion rate.
● To effectively quote for the implementation of these recommended changes at our
normal rates.
● To implement recommended changes if and when directed by you, the agency, within
the bounds of our standard processes, and with all professionalism and care.
● To accurately convey statistics as reported on the agreed reporting platforms, without
distortion.
● To honestly report improvements to conversions during and at the completion of each
project, white label, in a format where you can pass the reporting onto your client.
Conversion Rate Optimisation – Your Responsibilities

To give us access to client online properties (website credentials, hosting logins, Google
tool accounts etc) at the start of the campaign.
● To set appropriate expectations around costs with your clients so they understand:
– The higher cost in the first 3 months of the campaign.
– The need to budget for additional web development and content costs which will be
recommended as a result of the analysis.
– The need for the 3 months of analysis and reporting while changes are effectively
“bedded down”.
● To either implement the recommended improvements which come out of the analysis or
to contract us to complete this on your behalf. This needs to be done in a timely fashion
so the process is not held up or stalled.
● To effectively report improvements to your clients, ensuring they understand the long
term benefits of the improvements that this service drives.
Conversion Rate Optimisation – Limitations
● This campaign is only appropriate for websites which are already receiving good traffic.
Newer websites that are not getting traffic will be better served to start with an SEO or
other traffic generating campaign.
● This campaign aims to improve the conversion rate for a given amount of traffic. The
number of successful conversions is also dependent on traffic volumes.
● Where a website conversion is a “lead” or “enquiry”, this process does not concern itself
with the way leads are then converted into sales. If your client is not converting the
enhanced number of leads into more sales, some Sales Training may be appropriate for
them.
Conversion Rate Optimisation – What’s Next
● Conversion Rate Optimisation is extremely effective at optimising the “business success”
of website traffic.
● Each time a website’s conversion rate improves, you will know that your client is now
getting a better business result for the same amount of website traffic they receive.
● You can then increase their overall business by looking at increasing their web traffic
with more and better traffic generating marketing services like SEO, AdWords, Social
Media, Social Media Advertising. These can all be used to increase website traffic and
take advantage of enhanced conversions.
● You can then go back and run another CRO project for the enhanced level of traffic,
creating a repeating marketing cycle of:
– Increased traffic
– Enhanced conversion capabilities

 

Site Speed Improvement – Service
Summary
Site Speed Improvement – Product
● Often websites are delivered to clients with slow loading speeds. This is common where
popular CMSs are used for building a website.
● Websites with slow loading speeds create a poor user experience for their visitors. It is
also a ranking signal for SEO, the faster the loading speed the better the SEO will work.
● This product uses the web development tool offered by Google at
https://developers.google.com/ speed / pagespeed / to measure your website’s site
speed, then implements the suggested improvements in the results to improve page
speed.
● This is a single project service. Once the page speed has been improved to an
acceptable level, the project is completed.
● As all websites are different, we quote each project separately. Please request a quote if
this service is something you require.
● We provide reporting at the start and end of the project illustrating Google’s
measurement of the improvements in the loading speed of the website.
Site Speed Improvement – Purpose
● The purpose of this service is simply to implement Google’s recommended changes to a
website, to help it load faster for users visiting it.
Site Speed Improvement – Is Working When:
● This service is complete and has worked when our implemented improvements are
reflected in the site speed test at https://developers.google.com/ speed / pagespeed /
showing the improvement.
● This will improve user experience of website visitors as they will not need to wait as long
for the website to load
● This fix should also improve SEO results as site speed is a ranking factor for Google.
Site Speed Improvement – Process
1. Start with the initial site speed test at ttps://developers.google.com/ speed / pagespeed
2. Record both the Desktop and Mobile results on Basecamp

Undertake the suggested improvements output provided by the test in order of what we
see as priority, which will be a combination of the things we believe will have the biggest
impact combined with ease of implementation
4. Wait for a few days for the changes to settle
5. Repeat the site speed test and review the results
6. Repeat steps 3, 4 and 5 until an acceptable site speed is achieved
7. Report the results on Basecamp, including the achieved site speed (with a screenshot of
the test) plus a list of the improvements undertaken.
Site Speed Improvement – Our Responsibilities
● To run the Google Site Speed Test at https://developers.google.com/ speed / pagespeed
/ and accurately record the results on Basecamp
● To set recommendations around the expected improvements achievable, timeframes for
delivery and quote in line with this
● To expertly carry out the required changes to meet the agreed site speed targets
● To routinely recheck site speed during the course of the project
● Once the site speed targets have been achieved, to report the new site speed as
reported on the Google Site Speed test site. To also report all the changes made to the
website to achieve the improvements
Site Speed Improvement – Your Responsibilities
● To set reasonable expectations with your client around improvement targets, timeframes
and what this service does.
● To obtain all necessary logins to enable us to perform the service
● To send appropriate reporting to your clients once the service has been completed.
Site Speed Improvement – Limitations
● This is a once off, website performance improvement service. It is not a marketing
campaign
● Implemented and completed correctly, site speed improvement should help with SEO,
but please note that this is not an SEO campaign. Clients should not have the
expectation that this service alone will improve rankings.
● A successful site speed improvement campaign should also improve the user’s
experience on the website, but please note that this is not a conversion optimisation
service. So please avoid giving your clients the expectation that this service will improve
leads or sales on its own.
Site Speed Improvement – What’s Next 

Marketing services designed to meet the client’s business objectives.
● This service will improve the website’s foundation, assisting performance of other online
marketing services. As such, it is a great launching pad for the implementation of other
marketing services designed to meet the client’s business objectives (for example, an
email marketing campaign or an Adwords campaign)

 

 

WHAT’S INCLUDED LOCAL SEO
WE OFFER 3 LOCAL SEO PROGRAMS
1. Basic Local SEO
Ideal for a business looking for a suburb based local SEO presence
2. Advanced Local SEO
Ideal for a business looking for a capital city (or other city or regional hotspot) based local SEO
presence
3. Multi Location Local SEO
Ideal for businesses with up to 5 locations, working on a local SEO presence for each of the
locations
• Local SEO depends on the repeated citation of your business’s Name, Address and Phone
Number (NAP).
• So you will need to provide this information, presented exactly as it needs to be illustrated in
local directories.
• Website URL.
• Hours of operation
• We would request 2 reviews per month.

WHAT’S INCLUDED LOCAL SEO
CAMPAIGN SETUP INFORMATION
Note if we are creating new Google profiles, they often require a postcard with a PIN to be sent
to the business location. We need this PIN to activate the account. So often the setup process
can take 3/4 weeks to complete, assuming prompt delivery of the Google PIN.
INDICATIVE MONTHLY WORK
• We will take the correct NAP (Name, Address, Phone) from you
• We will either create a new Google Places profile or optimise the current one
• We will approve reviews provided and post them to the Google Profile, from different sources
at different frequencies to keeping them looking organic.
• We will build citations in local directories using the NAP given
• We will approve other reviews provided, and use these ones for posting on the business’s
profile on the directories such as TrueLocal, Yellow Pages etc.
• We will provide a Monthly Google Maps Ranking Report, Analytics Report & Work Report

COMMENTS ABOUT LOCAL SEO AND GOOGLE WHAT’S INCLUDED
The “local SEO placements” area of Google changes quite frequently. The types of things that
change include: LOCAL SEO
• The map moving from the right hand side of the page (among Adwords listings) to the left
(within SEO listings)
• The number of listings displayed on page 1 changes.
• At the writing of this document, a recent change was to both move the local listings within
the organic SEO results, and reduce the number of page 1 local listings to 3. This made the
local SEO listings much more competitive than they were previously, where up to 7 listings
were displayed.
• You should be aware that Local SEO is an ongoing marketing strategy, not fixed term.
That your profile should be kept up to date, similarly to a profile on other ratings websites
(TripAdvisor is a good example) and the importance of providing us real reviews for
publication.
• Currently, due to Google’s recent Local SEO changes, we are not offering a guarantee on
these services.

[Please feel free to copy and paste this information into a document with your own logo on it and
provide it to your client as a summary of the service you provide.]
WHAT’S INCLUDED LOCAL SEO
WE OFFER 3 LOCAL SEO PROGRAMS
1. Basic Local SEO
Ideal for a business looking for a suburb based local SEO presence
2. Advanced Local SEO
Ideal for a business looking for a capital city (or other city or regional hotspot) based local SEO
presence
3. Multi Location Local SEO
Ideal for businesses with up to 5 locations, working on a local SEO presence for each of the locations
• Local SEO depends on the repeated citation of your business’s Name, Address and Phone Number
(NAP).
So you will need to provide this information, presented exactly as it needs to be illustrated in local
directories.
• Website URL.
• Hours of operation
• We would request 2 reviews per month.
WHAT’S INCLUDED LOCAL SEO
CAMPAIGN SETUP INFORMATION
Note if we are creating new Google profiles, they often require a postcard with a PIN to be sent to the
business location. We need this PIN to activate the account. So often the setup process can take 3/4
weeks to complete, assuming prompt delivery of the Google PIN.
INDICATIVE MONTHLY WORK
• We will take the correct NAP (Name, Address, Phone) from you
• We will either create a new Google Places profile or optimise the current one
• We will approve reviews provided and post them to the Google Profile, from different sources at
different frequencies to keeping them looking organic.
• We will build citations in local directories using the NAP given
• We will approve other reviews provided, and use these ones for posting on the business’s profile on
the directories such as TrueLocal, Yellow Pages etc.
• We will provide a Monthly Google Maps Ranking Report, Analytics Report & Work Report

ABOUT LOCAL SEO AND GOOGLE WHAT’S INCLUDED
The “local SEO placements” area of Google changes quite frequently. The types of things that change
include: LOCAL SEO
● The map moving from the right hand side of the page (among Adwords listings) to the left
(within SEO listings)
● The number of listings displayed on page 1 changes.
● At the writing of this document, a recent change was to both move the local listings within the
organic SEO results, and reduce the number of page 1 local listings to 3. This made the local
SEO listings much more competitive than they were previously, where up to 7 listings were
displayed.
● You should be aware that Local SEO is an ongoing marketing strategy, not fixed term. That
your profile should be kept up to date, similarly to a profile on other ratings websites
(TripAdvisor is a good example) and the importance of providing us real reviews for
publication.
● Currently, due to Google’s recent Local SEO changes, we are not offering a guarantee on
these services