Improving Conversion Rates, Usability &
Web Analytics
It's not just about getting traffic to your site, but what happens
once visitors reach the site. It's critical that your web site turns
visitors into inquires, qualified leads, and new business. We can
evaluate the ability of your web site to persuade your visitors
to take action and recommend modifications to the structure and
content of the site to help improve conversion rates.
Improving conversion rates on a web site can really pay off. Most
companies see returns of from $10 to $100 for every dollar invested
in conversion rate improvements.
Conversion Rate: The percentage of
your web site traffic that takes the action you desire - Whatever
that action is. For some it's an immediate sale, for others it's
an inquiry or a newsletter subscription, and for some it's a phone
call or future visit to their facility, etc.
Usability, Conversion Rate Evaluations, and
Conversion Point Architecture Design
The art and science of building a compelling site is called Conversion
Point Architecture. Building upon the science of Usability and Psychology,
it takes advantage of web technology and requires an understanding
of how web behavior differs from conventional buying behavior. The
goal is to insure that the site delivers an effective conversion
funnel, provide a successful branding experience and communicate
the appropriate messages.
We may recommend a Usability and Conversion Rate Evaluation. In
a Usability and Conversion Rate Evaluation we look at the overall
user experience including:
- Usability Review
- Navigation
- Accessibility
- Functionality of Key Areas
- Points of Failure
- Task Completion
- Readability
- Design Review
- Homepage
- Internal Pages
- Consistency
- Forms and Signup Procedures
- Download Speed
- Homepage
- Other download issues
- Content
- Grammar and Spelling
- Effectiveness of message
- Web Writing Style
- Conversion Point Architecture
- Definition of Site objectives
- How effectively does content meet site objectives
- Images and look/feel contribution to Conversion Point Architecture
- How to measure Conversion Rate
- Site Metrics (if available. See Web Site Analytics below)
- Conclusions from site metrics
Building on a Usability and Conversion Rate Evaluation we may suggest
further site testing and possibly site redesign.
Typically we perform “user tests” on the existing site,
redesign prototypes, or competitor sites for functionality and Conversion
Point Architecture.
This is done with either verbal or lab testing of individual candidates
who meet the criteria for potential customers. This testing reveals
deeper insights into the issues tested in a Usability and Conversion
Rate Evaluation and also covers:
- Brand Impact- what brand image does your site convey
- Value Proposition – How is it being perceived
- Look/Feel – what messages does the site convey, what emotions
does it evoke
- Content effectiveness - how is the message being received and
how compelling is it
- Conversion – Does the site answer the questions and provide
the information needed to convert visitors into customers
- Conversion Point Architecture during initial site design or
relaunch.
Lab/Video Testing of candidates includes:
- Video Lab user testing with Neuro Linguistic Programming and
psychological profiling of candidates
- Video capture of body language, physical reactions, and eye
movements
- Event log of every key stroke, application launch, page launch
and time on task
- Clickstream recording of entire mouse and screen activity
Additionally we can perform comparisons with competitive sites
as well for further insights.
The video recordings are delivered complete as recorded as well
as highlights videos which deliver selected activities to demonstrate
areas of the site which have room for improvement.
Web Site Design/Redesign
We design or redesign web sites using a process called Conversion
Point Architecture Design. It's a much different approach than the
typical site design process - See Web Site
Design/Redesign for more about Conversion Point Architecture Design.
INCREASED
CONVERSION RATE 300%
Site
Redesigned using Conversion Point Architecture
Read A Client Case Study:
Web Site Analytics
We usually implement an advanced analytics package that will allow
us to better see, by keyword phrase and referral site, what people
do once they reach your site, how they navigate through the site,
where they drop off, what pages are converting well, what pages
are not converting well and should be modified and tested, what
keyword phrases, partner and advertising sites are paying off from
which search engines and ad campaigns, and which phrases and referral
campaigns are not paying off and should be modified.
An analytics system is one of the most important tools we have
to find and fix conversion problems on a web site, continuously
improve conversion rates and to measure the results of marketing
campaigns such as search engine marketing and link building and
promotion campaigns.
ClickTracks
We've evaluated many analytics packages over the last
few years and typically we use Google Analytics or the much stronger
Click Tracks.
Here’s some information about Click Tracks:

Ready to have eVision turn your web site into a sales tool?
Call us at
203-481-8005 or use our contact form.
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