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Welcome to the Conversion Detectives FAQ, where we answer questions about the company and the heart of our agency, conversion rate.


Q: Why are you called Conversion Detectives?

A: Because making a profit online requires methodical procedures, absolute evidence, trials and tenacity, plus calling yourself a detective is fun.


Q: What is Conversion Rate Optimisation?

A: ‘…the systematic process of increasing the percentage of website visitors who take the desired action.’ We apply conversion rate to more than sales. We also apply it our ‘client dashboard’ to the awareness part of marketing and the consideration phase. For instance how much conversion does a social media post receive? This is ‘true engagement’ rather than the stat’ returned by the social platform. 

We can also apply this during the consideration phase. Are we ‘converting’ visitors into readers of our copy, are they engaging with any features like product carousels?


Q: I’m not sure if I want to make big changes to my site. Will I get a return with a few tweaks?

A: It’s better to make bold changes. When we try things we will make the biggest changes possible and therefore get the biggest potential return.

If you make small changes the result will not be obvious. Better to make bold changes and prove they don’t work then move on to further ideas, tests and ‘Nimble’ Improvement.


Q: What is Nimble Improvement?

A: ‘Nimble’ Improvement

‘The top companies make frequent, small changes, and rarely (if ever) have huge site redesigns. The top companies update their sites frequently—often weekly and sometimes daily.

The changes are usually improvements to parts of pages rather than complete page redesigns or website redesigns. If you update your site in small iterations like this, you’ll see what’s working (and what’s not working) on a granular level, your site-improvement process stays nimble because it’s always in use, and is not mothballed until the next mega-redesign, and your work-in-progress decreases.’

Martin Stone
Head of Research

Conversion Rate Experts

Understanding Digital Marketing10 emails, 10 suggestions & 10 actions