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.
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 International.
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.
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:
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?
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.
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.