Conversion optimisation plans are available to suit any business and any budget. After sitting down with you to discuss your objectives, a recommended approach will be made on improving your website performance. This will normally involve an Intelligence stage where key conversion levers are reviewed and understood. This feeds into an Action Plan where changes are tested and understood on a monthly basis - optimising site conversion over time.
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Before you can turn visitors into customers it is important to ensure they are interested in what your business does. Marketing activity will be analysed to understand if users visiting your site are qualified to buy, and land on the page of your website most relevant to them. Recommendations will be made where required, on how marketing activity can be optimised to improve performance.
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The analytics data from your website makes an excellent starting point for understanding how well your site currently performs and the main areas where improvement can be made. I am a qualified Google Analytics consultant, but can also interpret data from many other analytics tools including Coremetrics, Omniture, DC Storm and Clicktale.
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In order to maximise website conversion, a website must be intuitive to use and have the right functionality for users to browse, refine, sort, find, compare and buy the product which best serves their objective as quickly and as easily as possible. A range of tactics can be delivered to understand your website usability performance from observed usability studies to heuristic analysis.
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Good websites turn users into happy loyal customers, bad websites frustrate user making them leave - never to return. It is essential to get your website right from the start, which is why conversion performance considerations are key to successful website planning. Information architecture, page layouts, prototypes and usability testing can all be used to ensure that your new website doesn’t just look good, but performs from the off.
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Once intelligence has been gathered on the current performance of your website, a multivariate testing plan can be implemented, allowing you to accurately measure the effect of changes to individual elements to conversion rate. MVT works by showing different versions of your website to different users and monitoring the effect on conversion. You can test anything from the text on a button to the uplift from a free delivery promotion, allowing you to finely tune the conversion levers over time.
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