This document describes Rio Ichikawa's process for renewing the website of their CRO consulting company. They began by analyzing user behavior data using heatmaps, which showed the site was lengthy, cluttered, and had small text. They hypothesized that simplifying the content could increase conversions. Rio created a strategy to shorten and simplify content and unify the design. They tested a renewed page, but conversions initially dropped. Further testing showed the need to clearly communicate benefits rather than copying techniques. Continued refinement improved conversions over time by focusing on user needs rather than subjective opinions.
54. #BrightonSEO @RiRiIchikawa
Why didn’t it work on us...??
Mieruca Heatmap
free heatmap
heatmap tools
main search queries
User insights
= immediate use
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Result
Compared on Google ppc
before
(July 2021)
after
(September 2021)
CVR 5.90% 6.62%
※since the modification was on Aug19th, August result is excluded.
x1.1
66. #BrightonSEO @RiRiIchikawa
CVR CVR
July 6.28% Dec 6.63%
Aug
Modified on 8/19
8.02% Jan 8.17%
Sep 6.97% Feb 8.41%
Oct 6.96% Mar 8.49%
Nov 7.03% Apr 9.08%
Result
*results from 2021 ~ 2022