--- title: "Conversion Rate Optimization Case Study: Iron Plane" description: Case study of how, within one month, we increased visits to the Book a Consultation page in a prominent e-commerce consulting agency by 619%, and decreased the homepage bounce rate by 20%. image: https://cta.o8.agency/hubfs/49.jpg --- [![OriginEight](https://cta.o8.agency/hubfs/logo-o8-white.svg "OriginEight")](https://www.origineight.net/) - [Services](https://www.origineight.net/) - Web Design - [Website Design](https://www.o8.agency/projects/design-ux) - [UX Design](https://www.o8.agency/services/user-experience) - [UX Testing](https://www.o8.agency/web-design/ux-testing) - [Content Strategy](https://www.origineight.net/projects/drupal) - [Conversion Rate Optimization](https://www.o8.agency/services/conversion-rate-optimization) - [Translation](https://www.o8.agency/services/website-translation) - Digital Marketing - [Digital Innovation](https://www.o8.agency/digital-marketing/strategy-framework-dio) - [Branding](https://www.o8.agency/digital-marketing/branding) - 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[Wordpress](https://www.origineight.net/projects/wordpress) - [See all work](https://www.origineight.net/work) - [About](https://www.origineight.net/about) - [About Us](https://www.origineight.net/about) - [Proven Process](https://www.origineight.net/digital-impact-optimization) - [Blog](https://www.origineight.net/blog) - [Team](https://www.origineight.net/team) - [How We Help Marketers](https://www.origineight.net/how-we-help-marketers) - [Blog](https://www.origineight.net/blog) - Pricing - [Project Calculator](https://www.o8.agency/pricing) - [Monthly Packages](https://cta.o8.agency/o8-monthly-packages) - [Contact](https://www.origineight.net/contact) # Conversion Rate Optimization Case Study: Iron Plane on October 25, 2018 Share # Conversion Rate Optimization Case Study: Iron Plane on October 25, 2018 ![Seth Viebrock: CEO, Engineer, Marketing Optimizer](https://cta.o8.agency/hubfs/Seth%20Viebrock.jpg) ### Written by Seth Viebrock: CEO, Engineer, Marketing Optimizer ### Categories [Case Studies](https://cta.o8.agency/blog/tag/case-studies) [Developer Insights](https://cta.o8.agency/blog/tag/developer-insights) [Digital Impact Optimization](https://cta.o8.agency/blog/tag/digital-impact-optimization) [Conversion Rate Optimization](https://cta.o8.agency/blog/tag/conversion-rate-optimization) This client came to us for a [one-month trial](https://www.origineight.net/pricing-dio) of our DIO services. > **Within one month, we increased visits to the "book a consultation" page -- the main way they capture leads -- by 619%, and decreased the homepage bounce rate by 20%!  ** Now, the analysis. This is what their homepage used to look like: ![Screenshot 2018-03-08 14.35.57.png](https://www.origineight.net/sites/default/files/Screenshot%202018-03-08%2014.35.57.png) **Our notes, scanning down the page:** - Phone and email links were not clickable.  - Click to book an appointment...with who? Once we arrived at that page, there was no indication who you were booking with and what would happen when you booked.  - No About page in the main menu, yet heatmaps showed very high clicking level on the About page link in the footer. - What is "MAGEBUTTON" in the main nav?  - Why are their partners more important than their portfolio?  - Full Service Magento eCommerce Agency + "MAGENTO SPEED OPTIMIZATION" is not a very distinguished and clear value proposition.  - The "MAGENTO SPEED OPTIMIZATION" text is part of a rotating banner-like design. Research shows that this is ineffective and harms conversions – see [http://shouldiuseacarousel.com/](http://shouldiuseacarousel.com/).  - "View our Services" is not a unique or principle call to action here. I need more "proof" about who you are as a company and what you've done before I view your services, especially since it's already pretty clear that you do Magento.  - No visual cue indicating to the user that they can scroll down for more information. Heatmaps showed a lack of scrolling activity. - No "social proof" i.e. logos or certification badges about who they are and why they would be someone good to reach out to. **Our revision:** This is what our revision to the homepage looked like, wherein we sent 50% of the website traffic to our version and 50% to the old version. ![Screenshot 2018-03-08 14.28.31.png](https://www.origineight.net/sites/default/files/Screenshot%202018-03-08%2014.28.31.png) Note that this could definitely be reworked to be a bit more visually-appealing, but that's not the point. The point is to learn, put hard numbers behind the changes we made, and then worry about visual appeal. We have best practices we follow, but sometimes they are wrong – that's one reason why we do these A/B tests.  **Here's what we did: ** - Adjusted what we saw in our analysis above. - Made the hero area shorter so users would get a visual cue to scroll down the page.  - Added important "social proof" in the form of logos and certification badges to the hero area. - Add the About page to the main nav. - Added more human content ("who are you?") to the About page; a form of social proof. - Reworked the value proposition to be more compelling and differentiating, focusing on their high level of certification (another form of social proof). - Changed the main CTA in the hero area to lend a greater impact the business, with more compelling copy than "view our services." - (Not pictured) got rid of unnecessary and unprofessional-looking content on homepage. - (Not pictured) Beefed up portfolio page to show images of projects rather than icons. **Results:** - 619% increase in visits to the "Book an appointment with our CEO" page. - 20% increase in visits to their portfolio and case studies. - 20% reduction in bounce rate to the homepage. ![Screenshot 2018-03-08 14.31.19.png](https://www.origineight.net/sites/default/files/Screenshot%202018-03-08%2014.31.19.png) ![Screenshot 2018-03-08 14.31.26.png](https://www.origineight.net/sites/default/files/Screenshot%202018-03-08%2014.31.26.png) Please enable JavaScript to view the [comments powered by Disqus.](https://disqus.com/?ref_noscript) ## An Agile Approach to Better Websites and Digital Marketing How can you better meet your marketing and business goals in a way that's low-risk and based on actual data? ### [Learn more >>](https://www.origineight.net/digital-impact-optimization) ### Subscribe To Our Blog! ### Related posts - [![Optimizing search for an increasingly voice-driven world](https://cta.o8.agency/hs-fs/hubfs/Screenshot%202018-11-29%2010.30.54.png?width=100&name=Screenshot%202018-11-29%2010.30.54.png)](https://cta.o8.agency/blog/optimizing-search-for-an-increasingly-voice-driven-world) [Optimizing search for an increasingly voice-driven world](https://cta.o8.agency/blog/optimizing-search-for-an-increasingly-voice-driven-world) - [![Twin Cities Drupal Camp talk: ](https://cta.o8.agency/hs-fs/hubfs/Post%2060%20bb.jpg?width=100&name=Post%2060%20bb.jpg)](https://cta.o8.agency/blog/twin-cities-drupal-camp-talk-change-your-customers-behavior-with-a-brain-based-data-driven-approach) [Twin Cities Drupal Camp talk: "Change your customer's behavior with a brain-based, data-driven approach"](https://cta.o8.agency/blog/twin-cities-drupal-camp-talk-change-your-customers-behavior-with-a-brain-based-data-driven-approach) - [![Optimizing Forms: Make Them a Great Conversation](https://cta.o8.agency/hs-fs/hubfs/58.jpg?width=100&name=58.jpg)](https://cta.o8.agency/blog/optimizing-forms-make-them-a-great-conversation) [Optimizing Forms: Make Them a Great Conversation](https://cta.o8.agency/blog/optimizing-forms-make-them-a-great-conversation) - [![Case Study: Drupal 8 redesign for a Community College](https://cta.o8.agency/hs-fs/hubfs/57-1.jpg?width=100&name=57-1.jpg)](https://cta.o8.agency/blog/case-study-drupal-8-redesign-for-a-community-college) [Case Study: Drupal 8 redesign for a Community College](https://cta.o8.agency/blog/case-study-drupal-8-redesign-for-a-community-college) - [![An Optimizer's Guide to Life: A Mindset that Transcends Digital Marketing](https://cta.o8.agency/hs-fs/hubfs/55.jpg?width=100&name=55.jpg)](https://cta.o8.agency/blog/an-optimizers-guide-to-life-a-mindset-that-transcends-digital-marketing) [An Optimizer's Guide to Life: A Mindset that Transcends Digital Marketing](https://cta.o8.agency/blog/an-optimizers-guide-to-life-a-mindset-that-transcends-digital-marketing) - [![Content Overload: It's necessary to articulate value quickly and efficiently](https://cta.o8.agency/hs-fs/hubfs/54.jpg?width=100&name=54.jpg)](https://cta.o8.agency/blog/content-overload-its-necessary-to-articulate-value-quickly-and-efficiently) [Content Overload: It's necessary to articulate value quickly and efficiently](https://cta.o8.agency/blog/content-overload-its-necessary-to-articulate-value-quickly-and-efficiently) ### Do Better Digital Marketing All websites and digital marketing campaigns are losing conversions and therefore *money*. Our proven process plugs the leaks and saves you time! 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