Digital Marketing Strategy - Conversion optimisation & customer experience
Our recommendations on increasing website conversion and improving user experience
Conversion optimization is a key activity for all savvy site owners. Here we feature what we think are the most useful articles we’ve written on conversion optimization. Related topics are our posts on Web analytics and Google Analytics.
This month I had the opportunity to attend the very first, UXPeople event (@uxpeople). UXPeople is predominantly pitched at User Experience (UX) Designers however, I felt as a conversion specialist that I would definitely gain insights from an event whose speakers came from a different stream than mine.
I was interested to know whether there would be discussions about fitting together teams from different disciplines to achieve project goals and whether ‘quantitative user data’ was part of the evidence used to form an effective user experience that acheived a clients business goals. I was also interested to know what I could carry through from this discipline to use in my projects as a conversion specialist.
The Morning
The ‘Masters’ of User Experience, speaking at the event were, Jason Buck, Jason Mesut, Darren Evans and Robert Fein. Between them, their clients include The National Lottery, BBC, BT, KLM, Ford, Reuters, Orange, HMV, Logica, Multimap, Universal Music, Becta, Cisco, RBS, The Financial Times and DirectGov.
Unfortunately, I was unable to attend the very first session with Jason Mesut speaking on developing ‘Beautiful User Experiences’ where he discussed the aspirations … » Read our full article
Much of what’s written about successful Ecommerce sites focuses on the big brands we all know like Amazon, Argos and Asos. But within each sector of retail, there are many Ecommerce outfits outside of the spotlight – some very successful, some looking to improve practice. With this in mind, I have been looking for a while to hook-up with an Ecommerce specialist who understands the ingredients for success.
In this interview, I’m pleased to introduce Dan Barker who manages Ecommerce for two companies (B2B and B2C) operating in the Children’s products sector.
Some of you may know him for his willingness to offer detailed advice via Twitter and digital marketing blogs. I’m really pleased that Dan will be joining us as a regular contributor on Smart Insights, since as this interview shows he freely shares detailed insights, based on constant questioning and experimentation.
To introduce Dan, we’ve an interview in our 5 question Q&A format discussing his advice for getting more from an Ecommerce site.
Reviewing your visitor mix
Q1. How would your review the effectiveness of the mix of traffic to an Ecommerce site?
In a big nutshell: I’d segment this … » Read our full article
Review techniques for conversion optimization summarised from the 2009 Econsultancy Conversion Optimisation report.
I’ve used the sensationalist headline to highlight the importance of tagging on the accuracy of tracking visitor volume and user experience, since this is potentially overlooked by many site owners. If the title was just about tagging methodology maybe you wouldn’t be reading this!
Please complete this site optimisation research to help us improve our understanding of best practices for using AB and multivariate testing to improve site conversion rates.
Through completing the survey myself, I’m sure that doing the survey and reading the summary report will change the way you approach marketing improvements to your site.
This research is by Conversion rate optimisation expert Craig Sullivan who has extensive experience of conversion optimisation through positions at a range of transactional e-commerce sites including John Lewis, Ocado, Lovefilm and most recently Belron.
As a thank you, Craig will share insights with everyone who helps or participates - You’ll also be entered into a prize draw for an iPod Touch 16Gb or a £200 donation to your favourite charity.
Craig is also developing a “Holistic Site Health Check” which I have been reviewing and I’m looking forward to sharing that with you shortly.
Readers of this post may also be interested in my compilation of site conversion rates (transactional ecommerce).
Thanks Dave
