Public Legal Forms (a division of ILRG) Case Study

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Case Study - PublicLegalForms.com, A division of ILRG

"SiteTuners was able to improve our conversion rate by 19 percent. Based on SiteTuners' testing, we made a number of substantial changes to our site, including new branding and a new navigational structure. Based on the company's professionalism, thoroughness, and dedication -- and above all -- the outstanding results impacting our bottom line, we can comfortably give SiteTuners our highest recommendation to any e-commerce operation."

- Prescott Caballero - CEO, ILRG (PublicLegalForms.com)

Services: Full service conversion tuning engagement using the SiteTuners.com Tuning Engine^SM.

Background: The Internet Legal Research Group (ILRG) website provides legal resources for individuals, businesses, and legal scholars. One section of the site is devoted to legal forms, and offers forms that can be copied from the site for free, or customized, formatted, and downloaded for a small fee. Since this was the only portion of the site that sells a product, the goal of the SiteTuners engagement was to improve the conversion rate of the legal forms archive even more. ILRG uses ads extensively on the site, and has a successful SEO program that they did not wish to be affected by the test.

The Engagement: : SiteTuners identified seven variables that might improve performance. These included the branding, page structure, organization of navigation, shopping cart, call to action, and graphics. For each variable, the original version was included in the test, along with one or more alternatives.

The seven variables tested resulted in 192 unique versions of the site. Which version was the best? In order to find the best recipe, SiteTuners' proprietary TuningEngineTM technology was used.

The Results: SiteTuners was able to zero-in on a successful "champion" that performed significantly better than the original "baseline" version of the site. At the end of the test, the champion was run head-to-head against the baseline, and showed a 19% lift in conversion rate.