Making your site work harder to convert visits to conversions
can dramatically improve your digital marketing ROI
Making your site work harder to convert visits to conversions can dramatically improve your digital marketing ROI
The path visitors take through your website – from initial landing page to conversion – can often be grouped into visitor types. One visitor may be a repeat customer, one may know exactly what they want to achieve on your site, whereas another may be unsure and need guidance.
By defining each of these visitor types and plotting their journey through your digital properties, Further can identify issues that arise for each of these user types in order to streamline the conversion funnel.
Analytics data and other data collection methods can determine what may not be working well for the websites, but they do not always provide answers as to how content should be changed to maximise the effectiveness of the websites. A/B and Multivariate testing involves presenting users with alternate versions of your website pages, with changes made to the design, copy or other elements. Typically this can be done without any resource requirement from your website development team using technologies such as Optimizely or Convert.com
Effective use of testing can prove the value that on-site changes can make.
By studying user behaviour on your website using Google Analytics, SiteCatalyst or other analytics packages, Further can determine common visitor behaviour and pinpoint any areas where your websites under-perform.
Engagement indicators such as bounce rates, exit pages, scroll and click usage will be studied in order to identify and correct design and content issues which are bottlenecks to conversion. Areas of the site which do not adequately service your users will be identified and Further will work with you to create solutions that decrease the amount of wasted traffic to your website.
Statistical data can be invaluable in identifying specific problems with a website, but what they usually cannot do is reveal user intent, or general emotional reactions to a website.
User testing is the process of getting members of your prospective target markets to use your website and other digital properties – providing both general feedback on your brand’s website and messaging, as well the ease of conducting specific tasks that your genuine customers undertake.
These sessions are recorded both visually (screen capture) and audibly (verbal feedback as tests are conducted) in order to reveal valuable, actionable insights into user experience which can lead to substantial improvements in conversion rate.