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Conversion Rate Optimisation



Strategy and UX

Visual Design and Development

The Brief

Employsure is Australia’s leading workplace relations specialists, working directly with business owners and employers to build solid foundations for business success. They provide over 10,000 Australian businesses with specialised advice, assistance and cost-effective solutions for employment relations and work health and safety concerns. Fair Work Help is one of the bespoke landing pages for Employsure’s lead generation activity. With a click to lead conversion rate of 3.0% this page alone accounted for a large percentage of monthly revenue for the business. Realising that a 1 percentage point increase in conversion rate could generate over 20 percent increase in revenue, Employsure engaged New Republique to apply best practise CRO techniques with an aim to increase the on-site conversion rate, therefore increasing the overall ROI from ad spend.
The Brief
The Brief

The Strategy

Understanding that conversion rates can be affected by all elements on the page, and taking into consideration the importance of the site for revenue, the hypothesis was built around applying CRO techniques to increase conversion rates while limiting the chance of negative test results impacting the bottom line. Coupled with a short project timeframe, New Republique worked closely with Employsure to create a range of rapid-fire tests and controls that would systematically arrive at the page structure that delivered the greatest conversion rate from site visits.
The Strategy

The Results

Through effective use of CRO we were able to successfully deliver a multi-variant testing roadmap that that over achieved the original target to deliver:
  • 43.8% more phone calls
  • 4.9% more engagement and reduce the bounce rate by close to 5%
  • 8.4% more submissions to the call back form
The findings from the single landing page have now been rolled out to the other web assets to improve the ROI on all digital media spend with Employsure realising the importance of CRO for improved lead generation and establishing an ongoing engagement.