Instant Offices is the world’s largest office broking service, covering 99% of the global serviced office market and are market leaders. They’re avid Zuko users (and before that Formisimo) so I sat down with the head of their CRO agency Dramatik
What did the process look like in terms of weighing different potential areas of improvement?
Our mission for Instant Offices is to identify and optimize the site for conversions. As well as the obvious analytics and heuristics audits we focus heavily on face to face user testing, and have found our biggest wins that way. By observing how people interact with the site, then basing tests on easing that journey, we’ve seen significant growth. As a B2B business, Instant Offices have hundreds of operators they work with who have helped run testing days. These events are fantastic for gleaning what our customers are really up to.
How did you approach what tools to use?
Asides from Zuko and our testing platform (Optimizely), our other big focus is Google Analytics (GA). In GA, tracking-wise pretty much anything is possible, but some things are easier than others.
Why are you using a dedicated form analytics platform as part of your CRO process?
When we run form experiments we need a quick way to monitor the control versus the variation of the forms. Zuko and its predecessor Formisimo help track the metrics really well. The drop off rates report, in particular, is very handy for seeing where potential issues are.
How do you keep the improvements coming (as opposed to doing a batch and then doing something else)?
We’ve developed a culture and mindset of continual improvement. We test, learn and iterate. Following that approach, we’ve had great results. By observing what our customers are doing online, and trying alternative solutions that make it easier for them to carry out key tasks, we’ve seen a big uplift. Having the tools at your disposal to make the analysis quick and easy is obviously crucial for success.
What would you say to people trying to improve CR on their sites?
Running CRO makes commercial sense but by making it easier to perform key tasks on the site it’s also making life easier for the customer. So it’s a win-win.
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