Slides from our Halsbury Travel case study used at the eBusiness Champions launch event in Leicester

3. What is the big deal? www.echampions.co.uk Small changes make a big difference… Traffic 5 times as much traffic to product pages, pretty much over night. Enquiries Number of enquiries increased on average 50% every month for 2 years. Up to 40 enquiries per day, with average value of £7.000 Conversion Increasing conversion rates.

4. Traffic - Search engine optimisation www.echampions.co.uk Every thing was done online, no offline advertising = all down to search and links! Number of pages indexed (Site map, xml site map, internal link structure) Know your phrases. Benchmark against the competition. Code, tags, navigation, title, meta descriptions do they match your phrases. SEO your product pages, so people land on the right pages

5. Strong linear path www.echampions.co.uk Make sure people know where to go, both from the home page and from other pages.

6. Show content in context www.echampions.co.uk Show other products and testimonials on the product/service page.

7. Converting traffic www.echampions.co.uk 3 small changes that increased conversion from 0.4% to 6.4% Showed a “from price” Added an “Enquire now” button Added a “Request brochure” link Added a “Check availability” button These details were already available on the website, we just repeated them in front of the user.

10. Questions? www.echampions.co.uk Please note, things could change We are using the Halsbury site as the main example, but we implemented the changes across 5 sites. Halsbury.com and other site examples used are no longer maintained by me, so they may change in the future.

11. Next events www.echampions.co.uk Nottingham 17 th Dec – Xmas even Cast bar, Playhouse theatre Leicester 26 th January – Search event De Montfort University