Eric McGehearty

The Snoring Center is a clinic that relies on minimally invasive treatments to provide relief to patients experiencing disturbed sleep due to snoring and sleep apnea.

Conversion rate optimization (CRO) is the process by which Globe Runner and its team members increase sales and exposure for their clients.

As one of the most effective ways to guarantee a win for our clients, CRO is a powerful tool in our box and one that we love to employ, and no less was the case for The Snoring Center.


Beginning in June 2016, Globe Runner and The Snoring Center began working together to bolster the clinic’s online presence. Part of this effort included restructuring content on the client’s pages to improve readability scores.


Tracking three different goals, Globe Runner tested variations and found success on all three pages.

On a cumulative level, Globe Runner’s variations to The Snoring Center’s content provided a significant boost to their conversions over a several week period, as evidenced in the following graph (where light blue represents conversions as a result of changes, and orange represents the control, or the original content).


In closing, this one success story (of many) help teach a few valuable lessons that may inform your approach to CRO. If you’re an agency, this could be something to help shake up a stalling account, and if you run your own business, you can make simple, time-efficient changes that improve your marketing.

Don’t be afraid to tinker with your website’s language. As we found out above, changing one word can lead to an increase of tens of percentage points for your conversion rate. In terms of sales, that’s a big deal for most businesses. Using a variation testing website like VWO (who provided the graphs above) will help you log progress and iterate to find out what does and doesn’t work for your content strategy.