Rather than chasing after the latest search trends or churning out content just to try and target a wider audience of new customers, you need to take a step back. Instead, start by assessing your website’s onsite journey and the experience it’s currently delivering to the people who are already interested enough in your brand to click through to it. In this talk, Rachel will share her own tried-and-tested methods of improving onsite user experience, conversions and keyword rankings by utilising CRO and UX techniques to get actionable insights into user behaviour and any roadblocks impeding the customer journey. Examples of some of the methods that will be covered are customer feedback collection, website heat mapping, customer journey mapping, website crawling, A/B testing and more. Learn how to reverse the decision-making process and build your retail strategy around the customers you actually have by opening up a dialogue with them, rather than building your business around the types of users you think you have.