Are You Turning Enough Website Visitors into Customers?
Your products are in place, your prices are competitive, and you are attracting plenty of visitors through good ‘paid’ and ‘natural’ search engine listings but your online sales fall short of expectations and targets. Why?
The ability to persuade visitors to commit to an online purchase relies on many factors being in place. Their confidence in your security, credibility and fulfilment all play an influential role.
But it is often the more subtle qualities of good usability which are overlooked: is your site visually appealing and engaging, are products easy to find, are your basket, checkout and registration processes simple and seamless and is security reconfirmed throughout?
Good practice usability should mean that your visitors can make a purchase or complete an enquiry (post-sale also very important) without pausing to think or question.
At Radiator, we highly recommend that an audit based on usability best practices is conducted before our clients embark on any website reinvestment. This easy to follow and proven exercise focuses on the areas of your site which contribute to a high quality user experience and identifies where work is required if your customer conversion is to experience a boost.
This audit and report looks at both the technical and aesthetic aspects of your site: do pages load quickly and do they look as intended across (at least) the most commonly used browsers (Internet Explorer, Safari, Firefox, Google Chrome…) and systems. Are all graphic and content items displayed consistently, correctly and geared towards your customers and brand?
Often involving a group of test users, representative of your target customers, it is important to put the above into practice and discover what real users think of your website. Also covered in our comprehensive approach are security validation, customer persuasion techniques and repeat selling strategies which play key roles in successful eCommerce outcomes and reduced cost per customer acquisitions.
This invaluable analysis of usability allows you to plan effectively through benchmarking website activity and performance, refining the quality of your user experience and achieving a positive return on your investment.
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