Case Study: Copy + Creative Testing
Sometimes, we don't need to dig deep to see the problems on a web page. We've been doing digital for so long that we can spot a poor page from a mile away (using binoculars, of course). If they're bouncing, we can work out why!
A niche subscription-based service provider approached us with a high bounce rate on their SEO targeted pages, which was resulting in a low conversion rate of sign-ups - obviously a problem considering the large amount of traffic they were getting on these pages.
We had a team huddle and did some analysis of the pages. We suspected that the landing pages in question had too much text on them, and it was text that didn't effectively convey the value of the service to the user. It also wasn't conversion focused, and didn't engage the user to subscribe. Secondly, the pages were low on useful imagery, so a little uninteresting visually.
As you might have guessed from the spoiler above, our hypothesis was correct and resulted in a decrease in the bounce rate by 50% - and subscriptions increased by 400%. High fives all round!