Read-A-Thon is an elementary school fundraising platform founded in 2014. This brand has helped different schools around the globe to encourage children to develop a passion for reading.
Read-A-Thon engaged Invesp after having interviewed five different CRO Agencies.
“We interviewed about five different companies and chose Invesp. I felt like they [Invesp] were better equipped to complete our project than the other companies I spoke to.”
Invesp was hired in October 2020 to help improve the donation pages’ conversion rates on their website.
“We have several donation pages and were surprised by how low our conversion rates were. We had to bring in experts in conversion optimization.”
Although Invesp was hired to increase conversions on donation pages specifically, our team also had to look on other pages because they all have a bearing on the overall website conversion rate.
Before engaging Invesp, Read-A-Thon had never worked with a Conversion Optimization Agency before, and their knowledge of experimentation was basic.
This optimization project meant that our team was to craft a conversion optimization strategy tailored to suit Read-A-Thon’s unique websites.
All this would involve digging deep and understanding their customers’ human psychology, emotions, and motivations, and incorporating all that into the Read-A-Thon’s site.
We deployed a team that consisted of a strategist lead, senior CRO specialist, senior UX designer, and senior frontend developer.
Using our SHIP optimization process includes different conversion research techniques such as expert reviews, user behavioral research, and JTBD interviews.
This research aimed to identify the points of friction between what their clients want and come up with ways to reduce that friction.
During the research process, our team managed to identify conversion opportunities, and they unearthed close to 55 conversion bottlenecks – usability and persuasion issues – that were affecting the site’s overall conversion rate.
Knowing the friction and conversion opportunities, our team designed an effective testing strategy that taught us something – about Read-A-Thon’s visitors – every time we launched a test.
We tested different variations that addressed the friction points in different ways – this was done to figure out what worked with the Read-A-Thon audience.
“We gave them free rein over the donation pages. They changed just about everything on the site including the look and feel, copy, and call to action buttons. Then they ran multiple AB tests to ensure that everything was optimized for conversions.”
Our team conducted weekly status meetings to keep the Read-A-Thon team updated about the different experiments’ status, discuss new testing plans, and receive feedback on the current work.
“We were in constant contact via Slack and had Wednesday morning Zoom conferences. If we posted anything in Slack, we heard from them very quickly.”
After a few weeks of robust research and testing, we managed to increase Read-A-Thon’s conversion rate by 16%.
“Invesp was willing to jump into the project knowing that we had high expectations. I demand a lot from my subcontractors, and they [Invesp] worked hard to meet deadlines.”
“We’re very pleased with the tests they ran during our engagement. Our site attracts a lot of traffic, so we were able to provide feedback quickly. They improved our conversion rate by about 16%. If you’re going to hire them, trust them. They’re experts in their field. It can be difficult for them to deliver results if their partners limit them.”