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Google launches Conversion Professionals certification programme

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Google has launched a new certification designed to help UK businesses identify experts in the field of website conversions. Conversion Works, EMC Consulting and Moneyspyder are the first companies to be certified under the Google Conversion Professionals accreditation, which aims to help ecommerce players improve sales from search engine traffic.

A research project undertaken by Google and some of its high street partners in advance of the certification programme’s launch has revealed there are potentially billions of pounds locked up by inefficiencies in UK websites. Key findings from the research include:

  • Next worked with Google on improving two parts of their website; their landing pages and their on-site search. On their main PPC landing pages analytics data indicated that conversion was twice as high as on their organic traffic. As a result of eliminating misdirection on one search term, Next managed to dramatically increase revenue and double conversion of traffic on the two areas tested. By A/B testing, for a second search term Next reduced on-site search exit rates by over 19% and were able to add incremental revenue.

  • Schuh, a leading footwear provider, managed to more than double its conversion rate across its website by running multiple tests across different parts of the site. Tests included changing image size and product density on category pages — which increased conversion by over 6% — to trialling free delivery on all products.

  • Debenhams used Google’s Website Optimiser tool to test the messaging and positioning on its Beauty Club sign up. The company tested multiple creatives and positions on the page for the email sign-up banner. The improved version increased email sign up by more than 89%.

  • Branch 309, a footwear retailer, tested image layout and positions on its category pages and managed to increase ‘adds to basket’ by more than 56%.

“Improving conversions is often a complex problem caused by issues with marketing effectiveness, website usability or product and service offering,” says Graham Cooke, senior ecommerce manager at Google UK. “We’re very pleased to launch the Google Conversion Professional programme with partners who really understand all of these issues. They can offer our advertisers bespoke advice and practical help in identifying ineffective web pages and fixing them. Getting maximum efficiency from marketing investment is particularly vital in a recession and this programme will hopefully help clients get more bang for their marketing buck.”

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