Elevating Performance Through Strategic Conversion Optimisation

Their Story: A Leading Name in Legal Services

For over 85 years, Slater & Gordon has been a trusted name in Australian legal services, providing expert representation across personal injury law, class actions, and a range of legal matters. With a strong digital presence and a reputation built on results, Slater & Gordon wanted to ensure their website continued to deliver maximum engagement and lead generation.

The Challenge: Pushing Beyond an Already Strong Baseline

Slater & Gordon’s website was already delivering solid performance, but they wanted to take a more proactive approach to conversion rate optimisation. The challenge was to:

• Increase conversion rates: Identifying opportunities to enhance user experience and engagement.
• Ensure data-backed decision-making: Implementing structured testing to validate improvements.
• Maximise efficiency: Leveraging insights from split testing to drive continuous improvement.

With a focus on refining and optimising their digital touchpoints, Slater & Gordon needed a strategy that would deliver measurable, lasting improvements.

The Solution: A Strategic Split Testing Framework

Next&Co implemented a rigorous split testing program, designed to continuously refine Slater & Gordon’s website experience and drive measurable improvements. The strategy included:

• Systematic A/B Testing: A structured roadmap of split tests targeting key elements such as landing page layouts, call-to-action variations, and user flows.
• Data-Led Decision Making: Each test was informed by in-depth analytics, heatmaps, and user behaviour insights to pinpoint opportunities for improvement.
• Iterative Optimisation: Rather than one-off changes, our approach focused on continuous refinement, allowing Slater & Gordon to make incremental gains that added up to major performance improvements.

This proactive CRO approach ensured that every change was validated through testing, driving consistent, tangible improvements over time.

The Numbers: Driving Meaningful Performance Gains

The impact of Next&Co’s conversion optimisation strategy was clear:

• 37% Average Improvement Per Split Test: Demonstrating the effectiveness of continuous testing and iteration.
• 121% Key Metric Conversion Rate Improvement: A significant uplift in overall conversion rates, proving the power of a proactive CRO strategy.

By developing a structured and data-driven approach to CRO, Next&Co helped Slater & Gordon push the boundaries of their website’s performance. Through continuous testing and refinement, we unlocked new growth opportunities, ensuring their digital experience remained both high-performing and always improving.