Conversion Rate Optimization (CRO)

Conversion Optimization Services

McDougall Interactive leverages a diverse team of web-only experts, our Market Motive certification in conversion rate optimization, and 16 years of interactive marketing experience to provide you significant conversion improvement. Utilizing methodologies created by the best in the industry ensures that our testing, analytics, and design services work symbiotically to achieve your business objectives.

Conversion Optimization Benefits

  • Increase sales and conversion rates
  • Decrease acquisition costs
  • Increase quality score
  • Decrease click costs
  • Decrease bounce rates
  • Recover lost leads and/or reduce shopping cart abandonment
  • Increase average order size and units per sale
  • Segment and optimize conversion funnels by campaign type, demographic, traffic, and purchasing habits
  • Increase repeat purchases, visitor frequency, and customer loyalty

The McDougall Interactive (Scientific Intuition) Process for Conversion Optimization

Scientific Intuition

Listening to your gut is not always the best idea, but it is actually a good place to start. There is nothing worse than launching a new website that the client loves and the customers hate, so you can’t stop there. We believe that in order make the most money online, you need to combine scientific testing tools like Visual Website Optimizer with the creative process, to find the best solutions for high ROI. Our unique system fuses the power of the creative team with the rational energy of scientists.

McDougall Interactive organizes and performs conversion optimization tests from discovery to strategy, design, coding, launch, and reporting. And we do so both creatively and scientifically.

As tests are completed, new tests are put into place right away for continuous improvement.

The role of the conversion optimization plan is to identify and prioritize all web page test opportunities and ensure:

  • Business goal alignment
  • Brand alignment
  • Web analytics insights are reviewed rigorously
  • All traffic-driving methods are in synch with the plan
  • Offers and calls to action are aligned with the plan
  • Traffic volumes are significant enough for recommended tests
  • Testing and measurement tools are in place

With this strategic process in place, we can manage the campaign and align with your goals and brand, while delivering strong ROI.

Call us today at 877-623-4291 if you would like to discuss your conversion needs.

It’s all about prioritization and knowing what to test for the biggest impact

Your conversion rate hinges on the following three main factors, known as the Conversion Trinity.

Conversion Trinity




Does your content closely match what the visitor is expecting to see?

Value – How clear is your unique value proposition, and how quickly and consistently is it imparted to visitors?

Call to Action

How obvious is your main call to action?

If we do nothing else, we need to properly address these three critical factors in alignment with your business goals.


Another important concept for you to understand is that of personas, since we will be speaking about this in our interactions.

The four main personas used in conversion marketing and their attributes are below.

Understanding Personas

Attitude Businesslike and power-oriented
Time Disciplined and fast-paced
Requirements Your qualification, records, and values
Weakness Documented evidence stressing results
How to Present WHAT you can do for them
Problem Solving Support ideas and conclusions
Facilitate Decisions Provide options, probabilities, and challenges

Personal and activity-oriented
Time Undisciplined and fast-paced
Requirements Evidence that you are trustworthy and friendly
Weakness Show personal attention and interest
How to Present WHY you are the best solution
Problem Solving Support their feelings, interests, and excitement
Facilitate Decisions Provide guarantees and opinions, not options


Attitude Personal and relationship-oriented
Time Undisciplined and slow-paced
Requirements Who you are, what you think, and who you know
Weakness Give recognition and approval
How to Present WHO you have provided solutions to
Problem Solving Support their ideas, intuitions, your relationship
Facilitate Decisions Offer testimony and incentives

Attitude Businesslike and detail oriented
Disciplined and slow paced
Evidence of your experience and knowledge
Documented evidence and preparation
How to Present
HOW you can provide a solution
Problem Solving
Support their principles and rational approach
Facilitate Decisions
Provide evidence and service

Personality Patterns


Eye tracking studies have shown that users can be broken into four groups in terms of surfing patterns.

Eye tracking studies


Have “something for everyone,” or every type of persona
A simple way to grasp this concept is to think of the cast of Star Trek. It’s clear that each of these personas comes at the world differently. So whether your site is visited by Captain Kirk or Mister Spock, make it rock!

Star Trek

If your site is really good for methodical engineers but horrible for spontaneous moms, competitive CEO dads, and humanistic types who require knowing more about who you are and who you have served, you will have received conversions from only 25% of the potential audience and left 75% of the money you could generate on the table!

Long term, this program analyzes your site against the 30 main factors that influence conversion:

1. Addressing the four main personas, or people types, for greater conversions

2. Unique value proposition

3. Buying decision process

4. Categorization

5. Usability

6. Look and feel

7. Searchability (use of navigation and the ability to find things on the site)

8. Layout, visual clarity, and eye tracking (using tools like

9. Purchasing process

10. Tools that can get in the way and tools like and that can help

11. Error prevention

12. Browser compatibility

13. Product presentation

14. Load time

15. AIDAS, or Creating Attention, Interest, Desire, Action, Satisfaction

16. Security/privacy

17. Trust and credibility

18. Product selection/categorization/search results

19. Navigation/use of links

20. Up-sell/cross-sell

21. Calls to action

22. Point-of-action assurances

23. Persuasive copywriting

24. Content

25. Headlines

26. Readability

27. Use of color and images

28. Overuse of terminology/jargon

29. Customer-focused language vs. me-me/we-we focused language

30. Using reviews