How We Used Decibel to Drive +210% Conversions on Decibel.com

Using insights from Decibel to transition from decibelinsight.com to decibel.com led to a 210% increase in conversions, 98% boost to session duration, and a 10% reduction in bounce rate.

The world’s most fortunate optimization team

Here at Decibel, our approach to building and optimizing our own website seems a bit unfair. We don’t have to go through the painful, endless workshops with agencies that spend months crafting and executing a vision that, ultimately, ends up being a monument to compromise. Instead, we have access to the same technology that powers the optimization efforts of enterprises like Adidas, Lego, and Fidelity.

So, rather sheepishly, when embarking on website projects, we don’t set aside months for research. We simply log in to Decibel, and the world’s most sophisticated algorithm for optimizing digital experiences, our very own Digital Experience Score (DXS®), tells us what to do.

This was very much how we approached our latest website project – transitioning away from Decibel Insight and decibelinsight.com, to launch the brand new Decibel at decibel.com, earlier this May.

Our core objectives

Outside of a few ulterior objectives for the project – migrating domain and content management system – our optimization efforts were tied to a simple aim: get more demo requests.

And for this aspect of the project, we get to reap the benefit of owning award-winning technology that’s designed specifically for optimizing experiences. Looking at the core areas for opportunity on our website, we thus took a three-pronged approach:

  1. Revitalize the top-level pages
  2. Improve the navigation
  3. Optimize our demo form

By working on these three factors, we knew we could make a significant impact on the number of demo requests we received through the website each day. The next question for each element was – where do we start?

See why Decibel is the choice for leading enterprises. Request a Demo Today.

Our starting Digital Experience Score (DXS®)

The Digital Experience Score (DXS®) crunches billions of datapoints around user navigation, frustration, engagement, as well as form and technical experiences, to provide a score between 0 to 10 for every user. Considering it’s proven to predict conversion, it’s the first metric we turned to when investigating how to make progress on the three areas for improvement we identified.

Reviewing our DXS® across decibelinsight.com we knew there was serious work to do. Our DXS® sat at 5.3/10, with sitewide engagement at a low 3.2/10 and frustration a high 7.9/10.

Determined to investigate what drove such alarming scores, we started a rigorous journey by journey, page by page review of the most common experience issues Decibel surfaced.

Revitalizing the top-level pages

Decibel’s experience issues raised some key points for us, alerting us to how a lack of a call-to-action above the fold on our home page was negatively impacting engagement.

On the product page, meanwhile, though considered beautiful by the team that built it, the animated graphic we’d created to visualize and explain DXS® was causing untold amounts of frustration for our users, with birds’ nests, multi-clicks and erratic scrolling highlighted again and again by Decibel’s AI.

This kind of analysis was repeated for all of our top-level pages, and we soon had a long list of elements that were causing frustration, switching off engagement, and generally contributing to poor experiences, and thus poor conversions.

We started planning how to optimize. With so much insight from Decibel, it left little room for guesswork or argument: the interactive DXS® graphic had to go. We replaced it with a video that infused functionality with social proof.

Start Scoring the Quality of User Experiences on Your Website Today. Request a Quick Demo.

Improving the site-wide navigation

One common theme in our analysis was that, throughout the site, we saw that users were searching for information, but couldn’t necessarily find it. This was indicated by our low Navigation Score within Decibel, which highlighted instances of users bouncing between different pages, using the footer to navigate, and generally showing signs of impatience and frustration – as if they couldn’t find what they were looking for.

Based on this insight, we decided to build out a new drop-down navigation with links to all key information pages on the website.

Optimizing our demo form

Finally, beyond the pages and navigation, it came to optimizing for the critical moment of conversion: our demo from. The data driving Decibel’s Form Experience Score showed this to be a real pain point for users, with low interaction on particular fields, high hesitation and common validation errors.

Based on these insights, we decided to consolidate the fields we collected, and also redesign the form page as a whole so the form didn’t seem too long, as well as to lend it more social proof with client logos and testimonials.

Results: +210% conversions, +98% session duration, -10% bounce rate

Based on all the changes we made, since the new site’s been live we’ve increased our Digital Experience Score (DXS®) by 1.4. By focusing on and optimizing for experience in this way, we’ve driven significant improvement in other key conversion metrics across the board. With our score now at 6.7, we know that by simply doing what Decibel’s AI’s recommends, we can further progress our core business goals.