Website Optimiser (beta)

Jigsaw Health increased conversions 60% with Google Website Optimiser

Company

Jigsaw Health doesn't believe in guessing games. The company, based in Scottsdale, Arizona, gives people the tools to live with chronic health conditions. "We see health as a puzzle," says Patrick Sullivan, whose father suffers from a number of chronic health conditions. Together, father and son started Jigsaw Health in 2005 to help other people overcome their chronic illnesses. "We help people put the pieces together."

Those pieces include nutritional foods and supplements, tests, and educational materials to help people with chronic illnesses and conditions make lifestyle changes and feel better. "Fifty percent of the population suffers from chronic health conditions," says Director of Marketing James Windrow. The company's growth figures tend to support that data; Jigsaw Health grew revenues 150% between 2006 and 2007.

Approach

Just as Jigsaw Health wants its customers to be secure with their health decisions, the company wants to be secure in its own business decisions. Traffic at the company's site had always been robust and easy to track. But conversion rates, and what affected them, were more mysterious. Sullivan and Windrow were dissatisfied with site conversion data and wanted to identify the reasons that some visitors became customers and others left. As Windrow observes, "Increasing conversions is our biggest goal. Why did visitors leave?" Figuring out which parts of the site worked and which didn't was a step in determining the answers.

Jigsaw Health heard about Google Website Optimizer at Future Now, Inc.'s Call To Action seminar, and decided to try the free service as a way to increase conversion rates. "As a startup, we couldn't afford multivariate or A/B testing that we saw at trade shows," Sullivan recalls. "Google Website Optimizer was spot on. It provides actionable numbers about what works and what to look at, focusing on testing."

Jigsaw Health heard about Google Website Optimiser at Future Now, Inc.'s Call To Action seminar, and decided to try the free service as a way to increase conversion rates. "As a startup, we couldn't afford multivariate or A/B testing that we saw at trade shows," Sullivan recalls. "Google Website Optimiser was spot on. It provides actionable numbers about what works and what to look at, focusing on testing."

In January 2007, Windrow and Sullivan decided to try Website Optimiser with the help of Future Now, Inc.. They worked with Google to test variations of the site, including slight differences in button size and shading, and size and placement of the shopping cart on the site. Windrow was extremely pleased with Google's support during the setup. "We have a fully dynamic site, so putting some types of tools in place has been challenging. Other vendors are like, 'Here, figure it out yourself,'" he says. "We really felt like Google was our partner. The support team did great work."

Result

Google Website Optimiser gave Jigsaw Health concrete feedback on which elements were working on the site. By changing the look and flow of the site based on that feedback, in just a few months, Jigsaw Health increased its conversions by 60%.

Before Google Website Optimiser, the company's cost per acquisition (CPA) ran anywhere from US$150 to $300 per month. By using Google Website Optimiser and making adjustments to Google AdWords™ campaigns, Jigsaw Health reduced the CPA from US$150 to $300 down to less than US$40. The company hopes to further capitalise on the combination of Website Optimiser and AdWords for even more savings and sales success down the road.

For now, Website Optimiser continues to help Jigsaw Health take the mystery out of what works for them on the web. "Website Optimiser is a million times better than guessing, and that's what a lot of small startup companies like us used to have to do," says Sullivan.

About Google Website Optimiser

Google Website Optimiser offers free A/B and multivariate testing that helps you take action to convert visitors to customers. Graphical reports show which content engages your audience and results in the highest conversions. The Website Optimiser is integrated into Google AdWords, but it tests all traffic to your site - including traffic from your AdWords ads, Google search results and any other source of traffic to your site. For more information visit http://services.google.com/en_AU/websiteoptimizer.