Website Conversion

2. Your site isn’t optimised (yet)• You have a new checkout process, but: – Are the buttons in the correct place? – Are they the right size?• You have new imagery, but: – Does it convey enough reassurance? – Are they showing your products well? © 2011

2. Your site isn’t optimised (yet)• Your content may be re-written, but: – Does it work as well as it could? – Does it explain complex terms? – Does it say “why” the information is needed? – Are your merchandising teams writing copy that informs & converts….. ….rather than just ‘self-referential’? © 2011

3. You’re losing visitors from search engines• Some things your new web agency might not tell you – Changing your navigation structure – Changing your directory naming – Changing your server file name extensions © 2011

3. You’re losing visitors from search engines• Some things your new web agency might not tell you – Changing your navigation structure – Changing your directory naming – Changing your server file name extensions Could lose you traffic © 2011

4. The site is too slow• No new site is smaller in page weight than the previous one – AJAX / JavaScript adds interactivity & size – Mobile users – Affects SEO• Caching strategy is not optimised © 2011

What can you do?• Understand your users – What could jar the user experience?• Keep testing – Make your site as flexible as possible• Get technical with SEO – 301 redirects (Point old URL’s to new URLs) – Update sitemap.xml (Submit ASAP) © 2011

What can you do?• Carry out performance optimisation – Front end (HTML/CSS, Images, etc.) – Caching, etc.• Ensure your testing approach is comprehensive – Focus effort on conversion funnel – Prioritise remaining issues & have a separate work-stream © 2011

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Website Conversion

by Hayden Sutherland on Dec 05, 2011

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Website Conversion — Presentation Transcript