A tale as old as time; your website is receiving lots of traffic, but the leads and sales are lacking. Traffic alone is a vanity metric, it can look great on paper but is meaningless if you are not attracting the right people.
This comes back to ensuring your strategy has a human focus. Numbers are just numbers, you need to delve deeper into the users behind the screen to determine if the strategy is aligned with their needs if you want to convert them.
We focus on delivering tangible impact, not just traffic growth. When a potential client comes to us with this challenge, we have a clear process that we follow.See the clients we've helped
We can’t do anything until we get to know your business, we need to understand what you do, who your clients are and what the purpose of the website is within the overall business strategy. This is a great opportunity to get under the skin of the website and to understand from a business perspective what is expected of the site. Through this discovery, we would delve into the content of the website and understand its intricacies e.g. is there a big support section that is for current customers etc.
By getting to grips with this, when we start to audit the website traffic we will be able to segment any traffic that is not there to convert - this will give us a better indication of the conversion rate for the website.
With our team having a better understanding of the website, our next step is to get into the data, this may be Google Analytics or it may be any other web tracking software you are using. We will also use our own tools of choice to look at keyword rankings, market share analysis and search visibility. If online ads are being run, we will request access to review these accounts as well.
This will help us to see where the traffic is coming from and where on the website it is landing. We can then start to get a clear picture of the different types of users and what journey they take on the website.
At this point if you have audience personas in place we would aim to overlay this data, if not, we would suggest that creating the audience personas would be a very worthwhile exercise.
Our team will then start to delve into the design of the website, to understand how users will navigate it and whether the website is actually driving them to do the actions you are aiming for. A CRO review can take many forms from a more basic internal review to us recruiting testers all the way through to biometric testing. We will advise what we feel is required for your website and your goals.
From the CRO review, we would put together an overall report looking at how users interact with the website, what the opportunities are and the priority to take these actions. The actions could range from a small tweak to the way a form is physically positioned or to how it is titled and the fields it requests, through to a design overhaul. Getting the conversion optimisation right for your website should be the number one priority before looking at driving more traffic, as this is wasted effort if the website or landing page is letting you down.Learn more about our conversion rate optimisation offering
From conducting our full discovery phase we will be able to advise your business of our suggested next steps. This advice will be based on data, research, expertise and our human approach to ensure we are looking at the opportunity objectively and in line with your organisation's objectives. Our mission is to deliver tangible impact, therefore we will ensure we are advising of the priority for change to ensure your business will feel the biggest impact from our work.
At this stage, we will present you with our costs to take this project forward and we will manage expectations regarding the timescale and likely results. If this sounds like a process your business needs to go through, then please get in touch today!Tell us more about your challenges
It’s time to move the game on.
To find out how we can help you take your business to the next level, contact our friendly and expert team today.
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