eMarketing

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:

Watch The Video! 3 minute overview video of actual user testing Watch Windows Media

• 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.

Watch The Video! 3 minute overview video of actual user testing Watch Windows Media

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

ClickTrack Analytics Certified Professional

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:

• ClickTracks Flash Overview
• ClickTracks Overview PDF
• ClickTracks 6 White Paper
• ClickTracks Click Fraud White Paper

• Client Case Study: Site Redesigned using Conversion Point Architecture Increased Conversion Rate 300%

• Case Study: Moving contact form produces less leads, but higher quality leads.

• An example of a great persuasive signup form, blog post

• Case Study: Adding “calls to action” to move visitors along to a Conversion Point.
  
  
• 10 Cool Things We Can Do with Click Tracks Web Analytics, blog post.

• eVision announces trademarked site design methodology to improve web site conversion rates: Conversion Point Architecture, Press Release PDF

• Download description of
  Conversion Point Architecture Design (PDF)

• Form Confirmations Can Make or Break the First Impression, blog post.

• Building a Sign up Page that Converts, blog post.

• The eVision Blog for more posts.

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