Methodology Detail

Sherlock Holmes Poster 2

Conversion Detectives use a methodical process encompassing over two hundred and fifty questions, actions, reports and tests to improve Conversion Rate Optimisation for profit.

The process is broken down into three distinct phases:-

  • Growth Audit & Deduction
  • Research, Actions & Testing
  • Refinement Cycle

If you are interested then let us know, we’ll have a short chat and then we’ll send you a proposal.

Jim Kinloch
Conversion Detective


Methodology Detail

1. Business Research Meeting

A half-day is allowed to discuss the company’s online business, KPI’s and targets.

We’ll research everything relevant about the business and feed this into the following stages.


2. Growth Audit

Conversion Detectives audits the company’s online presence over a period of five to ten working days.

Audit requirements include access to analytics for all your digital platforms and tools plus contact details for your developers, hosting and relevant partners.

The full requirements will be sent in the Proposal document.

The Audit starts by looking at the customers and visitors of the Website. The first action is ‘walking in the customer’s shoes’ to gain an understanding of their needs and what could be causing friction on their way to buying or signing up.
Also included in the audit: first pass at the online analytics and any analytical goals that have been set. What should be measured to benchmark success? Are there sales funnels in place? What are the traffic sources, the market trends, the competition and the type of content and its engagement?


3. Deduction Report

This report takes a further three to five working days and includes one online competitor researched (further competitor analysis can be undertaken for a

fee). Conversion Detectives and the client then meet to discuss the findings and agree on next actions.

The Deduction Report encompasses a Strength, Weaknesses, Opportunities and Threats report allied with recommendations for the Website, social activity, traffic building, content, Search Engine Optimisation (including technical aspects) and where applicable: email marketing, video, advertising (Google Adwords and social platforms) and digital campaign ideas.

The final section of the report lists digital growth ideas in priority order and taking into account the resources of the business. Each idea for growth is scored with a likelihood of success.


4. Research, Actions and Testing

Depending on the Deduction Report, more detailed research into the customers, visitors and Website takes place. A list of actions is compiled and the tests selected. Testing takes place within an agreed set time period subject to review depending on the volume of data.

The research phase involves understanding visitors and customers at a more detailed level.

The necessary sales funnels and goals are set up.

During this period surveys are put in place to learn more about why customers and visitors are acting the way they do and where the ‘friction’ on the Website. To aid this phase tools for recording site visits and heatmaps are put in place.

This is turned into a list of Actions using a scale of 1 – 5.

Page testing is undertaken for a set period using an A / B page testing solution.


5. Refinement Cycle

The Refinement Cycle is aimed and placing a digital growth culture at the heart of the business.

The cycle consists of regular monitoring and meetings to educate, monitor and review the processes put into place by the Digital Growth Methodology so successes are repeatable and budget can be allocated to make the biggest difference to the business.


An agreed dashboard is used to benchmark the success of the method. The Dashboard will list the online performance against the business KPI’s.

The Dashboard will contain agreed Growth Indicator metrics including the following when relevant:-

  • Sales (revenue) by segment, traffic source and device
  • Average Order Value
  • Unique Visitors
  • Conversion Rate (by category, per product, by traffic source and by device)
  • Revenue (split as above)
  • Page Testing Results


Further Report Options:-

  • Voice of customer (what can be included within content to further persuade sales and signups), results from feedback and surveys on the Website and social platforms.
  • Content engagement
  • Email analysis
  • Keywords for content
  • Content ideas
  • Opportunities presented by the market and ‘threats’ from the competition and networks (eg changes in the algorithms of Google and social platforms)
  • SEO health check
  • Online advertising
  • Brand monitoring
  • Offline activities
  • Digital Campaigns
  • Prioritised Actions for next cycle