SUCCESS STORY
Market
Vertical
Web Weight
And Google PageSpeed
Conversion Rate Global
WORKING THE AMP
Our client Oxfam Intermón actively denounces situations of injustice, poverty and inequality through signature collection campaigns. Its objective was to Maximize results with the resources available and under this premise, the following was detected:
- Progressive increase in the % of mobile traffic over the total.
- Conversion rate to signature can be improved in mobile environments.
- Mobile score of 60/100 on Google PageSpeed.
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OUR GOAL
The main objective of the team’s work CRO has been improving the conversion ratio to signature of the landing pages, thus being able to to attract a larger volume of signatures with the same effort / traffic received. Due to the progressive increase in mobile traffic received, the focus was on the usability of the page on mobile devices to improve the user experience on mobile devices and increase the conversion rate to lead thanks to loading optimization.
APPLIED METHODOLOGY
Analyzing the ways to improve these signature request forms and the need for short-term improvement, it was decided to evaluate the first change in a effort-reward matrix being page load speed the aspect that could provide the greatest improvement to conversion. With this conclusion, the structure and content of the current landing page was cloned and the new version was developed in AMP.
Once the variant version for one of the landing pages was developed, a new version was implemented A/B testing in ad rotation against the control version, to measure its effectiveness before developing the rest of the landings en AMP .
Once the A/B testing was completed, the variant version turned out to be the winner, tripling the conversion rate on Mobile and < thus capturing 3 times more with the same effort.
CONVERSION RATE ON MOBILE
BOUNCE RATE POINTS
Conversion Rate Global
