World First Case Study
“1upDigital have provided technical and marketing understanding that has helped us gain both a commercial edge on our rivals and a better understanding of our customers.”
Wendy Casterton, Marketing Manager, World First
76% Increase in Conversions
Highly effective Google Website Optimser tests give foreign currency exchange broker’s PPC campaigns new lease of life.
Summary
- Focus was on driving traffic through PPC and split testing home page with a view to improving conversions
- Using Google Website Optimiser we carried out an A/B test on the home page
- Conversion increased by 76%
Background
Worldfirst is one of the UK’s leading online foreign currency exchange brokers. They approached 1upDigital to help them improve and grow their existing Pay-Per-Click campaigns, improve visitor engagement especially on the home page, and grow the number of people signing-up for an account.
Objectives
- To increase PPC conversion rate by 25%
- Reduce cost per click
- Refine and improve keyword list
- Increase visitor engagement
The Solution
Using Google Website Optimiser we launched a simple A/B experiment on the World First landing page. Elements tested included:
- More links to deeper pages
- Extra content behind the links
- Clickable images
- Buttons
We ran the experiment in AdWords, Adcenter and Yahoo to maximise reach and used careful bid management with improved ad copy to generate traffic.
World First Conversion Case Study
Results
The Website Optimiser experiment was a big success. The page with the extra links and content won, increasing the amount of time the user was spending on the site, and ultimately the conversion rate.
The experiment demonstrated the importance of landing page optimisation and provided valuable insight into users behaviour and how they were interacting with the World First site, leading to changes in the site’s design and usability.
World First Conversion Result
Above all, World First saw an uplift of over 76% on their PPC campaigns’ conversion rate.
