Conversion Rate Optimisation Agency London (UK)

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Conversation Rate Optimisation London (UK)

Novicell has more than 21 years experience in digital marketing & software development and has their own in-house conversation rate optimisation agency that only focuses on conversation rate optimisation for several clients. 

There are currently numerous opportunities for increasing traffic to your site. These include search engine optimisation, adverts, newsletters, social media and much more. Although there's little point in these if you can't meet the needs of those visiting your site, or your own KPI's. Perhaps you're already losing future customers on your homepage, because it's too complicated or because your search field isn't clear enough. Maybe you're losing customers at the checkout because they don't feel secure on your site.

Conversion optimisation is when you make the customer's journey to the checkout or the conversion button as easy as possible by removing any irregularities or doubt. Conversion optimisation focuses on turning your visitors into customers instead of just having more visitors who won't buy.

When you review your site with conversion optimisation in mind, you will probably notice small changes that you can quickly implement and which will make a big difference to your business. Your site will also perform better as a result, and when you strengthen your sales with existing customers, your conversion rate will also rise.

In addition to your site getting better at receiving visitors, meeting their needs and creating conversions, search engines like Google will also notice that visitors to your site are finding what they're looking for. Your site will, therefore, be seen as more valuable and will rank higher in the search results.

Analysis and adjustments

The best place to start when optimising your conversions is to review your traffic data and get customer insight. By analysing your visitors and their behaviour, we find out which pages they tend to leave or spend too much time on, where they scroll a lot and other such parameters that can be a sign of problems on your site. We then come up with solutions for optimisation points and, using split tests, test them on an ongoing basis against the original ones. The results show whether the improvements have genuinely raised your conversion rate.

We recommend that you make small adjustments at a time so that you can see which changes helped. Meanwhile, you gradually get your visitors accustomed to the new functions.

Conversion optimisation covers measures such as (but not limited to) specific landing pages, improved search on the site, analysis of purchase flow, pop-ups for newsletter subscriptions, chat support, testimonials and much more.

6 ways to Conversion Rate Optimisation

Step 1: A/B Split-test

A split-test is an easy and fast way to test various elements on your website. A split-test distributes 50% of the traffic to a "new version" of the website and 50% of the traffic to the current web page.

Note: You should not stop your test before you have performed the test on a big enough sample group. The higher the sample the higher the validity of your A/B split-test. 

Step 2: User-tests

We all believe that we know how our visitors navigate around on our website. Often we believe that the way that we think and navigate around on a website is the same way that other people think and navigate around on a website. However, this is not the case. 

Everybody of use is using a website differently depending on the purpose of the visit, our age, culture, device and several other factors. The user-test is therefore often an eye-opener for how the website actually is used.

Step 3: Performance

Tests always show a direct correlation between the load time of the website and the conversation rate. This is due to the fact that the load time is a part of the user experience. 

Google conclude that the load time for a website should be below 2 seconds to be acceptable. You can yourself test the load time of your website using Google Page Speed Insights

Step 4: Objective Examination

In relation with the assessment of a website, you should make sure that your concrete goals (KPI's), user stories, personas/segments match your brand and your companies ambitions through the user experience that are meeting the customer at the E-commerce platform. 

At this review, you can illuminate pitfalls and enhance potential on your platform.

Step 5: Data Analysis 

To optimise your website we need concrete data. You can gather these data from Google Analytics and your Business Intelligence setup

A look at your data even before a new website solution is built can benefit you later by comparing the data before and now.

Step 6: Structure & Hierarchy 

No matter who you are, it is essential that a website only to have the necessary amount of content - neither too much or too less. If little information is given it can be hard to take a decision - and vice versa. It is a balance that you always ongoing should be working with like cleaning up the content that no longer is creating any value for the website. 

Do you need help optimising your website?

Contact me for a chat to find out how I can help
Joseph Goodson
Joseph GoodsonHead of MarketingSend e-mail
+44 7809 764 169

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