Case Study: How To Configure A Website To Maximise Conversions

Welcome to Day 4 of our case study and the “renovation” of…

Today is the exciting bit (or so I think)!

If you missed day 1,2 & 3 of the case study, you can find them below:

Today we are going to reconfigure the website to maximise conversions. 

Enjoy the video…

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Watch on YouTube: How To Configure A Website To Maximise Conversions

The image below shows how used to look like before the “renovation”.

It was originally created with search engine optimized content and the idea was that this content would attract organic traffic from the search engines to the site, which would then click on the Adsense ads…

…In the first month it made about $2.38 from 6 clicks and not another cent since!

Unrelated Adsense ads on website

There a few problems with this website layout and the strategy:

  1. The website is cluttered and needs decluttering itself.
  2. The header image provides the wrong impression… A before and after image would tell the story better.
  3. The Adsense ads are completely unrelated which lowers conversion. This is because in the “old” days Google would serve ads based on the content. But now with remarketing, most of the ads you see on websites are based on your search habits. The other issue is that there are not many advertisers in the declutter niche.
  4. Reliance on search engine traffic makes it an unreliable earner, or NONE earner in this case…

Here’s how I’m going to fix

  1. Remove all advertising. I don’t want any leaks to other websites.
  2. Change the WordPress Theme to OptimizePress. This will allow me to create a blog, squeeze pages, sales pages, launch pages and membership pages within the same theme.
  3. Install a new header image with a before and after image. I’ll use someone on to do this.
  4. Make EVERY post on the site into a squeeze page. This is to build the asset (email list) quickly.

build a list of prospects
My strategy is to have MANY high quality posts with an optin box at the top and bottom of the post. There will be NO product offers on the website at all.

The sole intention of this website (initially) will be to build a large database of people interested in decluttering. This will be done with high quality content that will impress them and they will want to provide their email and be advised of updates. I’ll use Aweber to do this.

The high quality content will build the relationship and some of the content may contain offers. The offers will only be made if it is relevant to the content.

What’s Next

The next step is to implement these changes… It will look like a professional, uncluttered site without ads and be optimized to get the optin. The emphasis will be on a great user experience.

>> Day 5: How To Build A List Of Prospects From Your Blog

Please leave your questions or comments below…

  • Rob

    So do you think its essential to remove the ads so that there are less leaks on the page, or would what you’re trying to do be possible with the ads still on the site?

    I understand that the ads could be distracting visitors from signing up to the email list; I just wondered how essential this step is. I would love to hear your thoughts and gain insight into your mindset on this.

    • Ian McConnell

      Hi Rob, I will remove all the ads mainly because I don’t want anything leaking traffic which I have worked hard to get. It’s fairly easy to make a few dollars from a click on an ad, but I’ll struggle to get to my goal of $100 a day using ads as my monetization strategy. In the next video all will be revealed. Cheers Ian

      • Rob

        Thanks Ian! I agree it makes sense to have less links on the page, and I’m looking forward to your next video.

        I also have to say thanks for doing this case study as I’ve really found it informative and inspiring so far. Keep up the awesome work!


  • Kevin

    Thanks for this case study. I’m making changes to a couple of my own sites by following what you’re doing here. Heck, I’ll be satisfied with $20 a day from each of them at this point.

    • Thanks Kevin,

      It’s the first dollar that is the hardest, then it’s a case of adding zero’s to the end. The next conversion video will be a great help to you.


  • Hi Ian

    I am back and I think now caught up. I like your ideas about show them the plan first. Also I am interested in the optimize press idea. I have a copy of affilio theme which I am considering using ( if you remember my email we were both members of a certain membership website)
    Like Rob I also think this case study is really really useful. Particularly interested in your traffic strategies and paid ads.



    • Thanks Denise,

      I remember your email, how have you been going with your website?

      OptimizePress is just a superb theme for these niche sites. You’ll see in the next video how simple it is to create professional landing pages.


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  • Joe

    At the end of each post there is a sign up/optin form.

    Is that part of the optimizepress theme? Or is it a plugin like Optinskin?


    • Ian McConnell

      Hi Joe,

      It is the HybridConnect plugin… The video overview is at

      OptinSkin was too limited for me. HybridConnect does the Facebook one-click subscribe which has increased optins.


      • Joe

        Thanks, I will check it out. So its an extra cost on top of the theme? Joe

        • Ian McConnell

          Yes, it is…

  • Owen

    Great info so far. Socrates does the squeeze pages also, but I think optimise press is very popular in the IM space. Looking forward to the rest.