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At the start of 2009, Voices.com, one of the leading marketplaces for voice-over talent, began working with Conversion Rate Experts. The result? Its conversion rate increased by over 400%—from less than 5% to 22%.
The most important part of any project is the exploratory work that occurs at the beginning; FORTUNE’s article about us described this stage as the “detective work.” (One of our consultants described it, rather unglamorously, as “dumpster-diving for details.”) Our in-depth analysis of Voices.com included the following:
Once we understood the prospects’ main objections, and what could be done to overcome them, we created new test pages.
We achieved the 400% increase by doing eleven experiments, which we carried out at five different stages of the conversion funnel. Some of the changes we made were very specific to Voices.com’s business, but others will likely work for most other businesses. Here are the ones that might apply to your business, regardless of what kind it is:
Adding proof to the homepage had a significant effect: Voices.com had some impressive “claims to fame” that could really influence prospective customers but that weren’t clearly communicated on the website. For example, Voices.com’s customers happened to include many household names:
The site had two distinct types of visitor: voice-over artists and companies looking for voice-over artists. There was a great benefit from immediately and clearly segmenting these types of visitor into separate conversion funnels.
Often, the biggest obstacle facing prospects is that they don’t understand what they are about to sign up for. Voices.com overcame this obstacle by adding clearly communicated demonstration videos.
Once you’ve increased the conversion rate of one section of your sales funnel, it’s important to take a “50,000-foot view” of the business, to look for new opportunities that have arisen because of the improvement.
Many clients expect us to work only on their landing pages and are surprised that we analyze the whole customer journey—from the initial ads to the retention of long-term customers—in order to identify opportunities. For one client, we identified an opportunity for offline marketing and devised a hugely successful direct mail campaign; for another, we identified an opportunity for viral growth and implemented a “Tell-a-Friend” program that became one of its top sources of business.
Once we had increased the conversion rate of Voices.com’s sales funnel, we identified that there was a big opportunity for email marketing. We then designed a hugely successful email marketing campaign for increasing its lifetime customer value.
We were customers of Voices.com three years before it became our client. In 2006, we managed to achieve a double-digit increase in conversion for one of our clients by adding an auto-playing audio message, which was recorded by a voice-over artist we discovered from Voices.com. Good voice-over artists are like good graphic designers—they make your company seem extremely professional. They can be particularly useful for tutorial videos, for auto-playing audio messages, or even for automated telephone systems (IVRs).
If you haven’t already used Voices.com, it’s one of the most pleasant tasks you’ll ever carry out as a web marketer. You just paste your text into Voices.com’s window, and then within hours you’ll receive many audition recordings from voice-over artists. You then play the role of Simon Cowell, deciding which voice-over is the best. (To get in character, you might even decide to pull your pants up to your rib cage.)
David Ciccarelli, CEO of Voices.com, described the process as being a “fascinating and profitable experience.” Watch this video to learn more.
We’d like to thank David for sharing this case study. If you think you’d benefit from adding nicely spoken audio to your website, visit Voices.com.
If you want to see more of our clients’ results, our “Clients and Results” page contains a big list of them.
1. If you’d like us to work on your website—to dramatically improve your conversion rate and profits (like we did for all these companies), then claim your FREE website strategy session. On this free phone consultation, one of our experts will discuss your conversion goals and suggest strategies to double your sales.
2. If you’d like to learn conversion for free, go to our “Learning Zone” page, where you can download templates of million-dollar winning pages. Or, if you’d like us to build your company’s in-house capabilities (not for free), then contact us and we’ll discuss your requirements.
3. If you’d like to work for us—or see why our team members love working for us—then see our “Careers” pages.
All of our articles are subject to our Testimonial Protocol, which is described here.