Improve your website by crafting a better user experience

Learn website design best practices for desktop and mobile to optimise leads and sales

How customer-centred is your website? Today's leading websites aren't static brochures, instead, they are immersive experiences with carefully crafted customer journeys and content to engage an audience instantly.

Because an integrated digital customer experience is business-critical, today's leaders don't update their website designs every few years as used to be the case, or even, every few months, instead they invest in continuously optimising their digital experience.

If you are serious about getting the most leads and sales from your desktop and mobile site or app, you simply have to continuously optimise your users' digital experience.

Improve your conversion rates and see your results soar

Why Smart Insights?

Because global brands like 3M, GlaxoSmithKline, HSBC, HP, Microsoft and Vodafone—AND thousands of digital marketers and business owners—trust
Smart Insights to optimise their Digital Experience Management. Many have grown their business—by over 50%—using the strategies revealed on this page.


Free resources including Search, Social and Email marketing templates that you can start using today

Start improving your Digital Experience Management now with our FREE Digital Marketing Benchmarking Templates

  • Benchmark your digital experiences with our simple visual template
  • Learn the essential factors for getting better results from your website
  • Get recommendations on where you should focus your improvements
  • Review how your website supports multichannel sales

PLUS: as a FREE Basic Member, you'll also get these bonus resources;

  • 18 other actionable templates and guides, written by experts in digital marketing.
  • Benchmark your current capability in Digital Experience Management-and 9 other essential areas of digital marketing-using our unique interactive Capability Assessment tool.
  • Improve your skills by doing the first lesson in each of our 10 e-learning courses for free.
  • Get personalised answers to your most urgent questions fast - by joining our online community of over 130,000 marketers
Get your FREE Basic Membership NOW
including instant access to the Digital Marketing Benchmarking Templates (and all bonus resources)

Expert Membership—for those who are
serious about FAST growth

Boost your online leads and sales with our Digital Experience Toolkit

Want amazing results as quickly as possible? Start here with Expert membership

The web was now invented over 25 years ago by Sir Tim Berners-Lee. Since then, we have seen huge advances in personalisation, page load speed and support for mobile devices.

So, you might think that businesses today have the knowledge, skills and tools to work with their agencies or internal teams to create effective customer journeys.

Not so in our experience! With the rapid changes in technology and design style, many businesses are constantly playing catch-up with the latest techniques. Often, this means they have neglected the fundamental best practices which are essential to get results.

Our Digital Experience Toolkit is here to help. Our guides and templates will step you through all of the questions you need to ask to review your current website and rapidly make improvements. We’ll help you identify the ‘quick wins’ and the major changes needed as part of a website redesign. There is no quicker, easier or more effective way to optimise your site for the best sales uplifts and ROI.

PLUS, if you manage or work for a transactional, ecommerce site, don’t miss our acclaimed ‘Ecommerce Bible’ which is part of our Ecommerce toolkit.

Armed with our Digital Experience Management Toolkit, the world’s top marketers use our unique approach to develop winning Digital Experience Management strategies.

Digital Experience Management Toolkit

Includes templates, ready-to-use strategy documents, step-by-step guides and resources that will help you create optimized strategies that deliver HUGE results.

  • Auditing your website
  • Inbound Marketing Quick Wins template

    About this guide

    Fully updated to cover the latest inbound marketing techniques across the full customer lifecycle structured around the Smart Insights RACE planning approach, this guide lets you apply a consultant’s approach yourself by following the questions you need to ask.

    Guide structure

    • Plan: Understand the goals of the business, Key Performance Indicators and target audience personas.
    • Reach: Covering inbound marketing techniques including SEO, PPC (Google AdWords) and affiliate marketing.
    • Act: Review desktop and mobile website brand value proposition, customer journeys and calls-to-action for lead-generation and profiling.
    • Convert: Welcome sequence, Remarketing and assisted selling.
    • Engage: Social media and email marketing and improving the website for existing customers.
  • Customer persona guide

    About this guide

    This download is aimed at helping agencies and consultants improve their use of design personas and also to enable companies to specify their business requirements from personas when using internal or agencies to research and develop them.

    Guide structure

    • Personas defined including different types of personas
    • Examples of personas for different types of company including consumer, business-to-business and not-for-profit/public service
    • Customer journey and touchpoint mapping examples
    • Making the business case for personas
    • Detailed examples of the key customer persona and experience development techniques

    Don’t miss the Persona research guide also available from the Digital Experience Management toolkit – it includes a downloadable Excel template for creating detailed personas with journey maps (blank template plus B2C and B2B examples available).


  • Persona research guide

    About the guide

    Thinking about personas? Start here – use this guide to create effective, actionable personas.

    The guide will help you effectively build personas using the most appropriate research techniques. The research doesn’t need to be lengthy or costly, as this guide explains.

    What’s inside?

    The guide is structured in such a way that takes you through various research techniques including diary studies, focus groups and using marketing data to build personas, the specific contents are below:

    • All about personas
    • Building the case for creating personas
    • Elements of personas
    • Types of personas
    • How to use personas
    • Contextual interviews
    • Diary studies
    • Online blogs and bulletin boards/ forums
    • Surveys
    • Focus groups
    • Using Data for Persona Development
    • SEO Keywords
    • Tools

    Also includes a downloadable Excel template for creating detailed personas with journey maps (blank template plus B2C and B2B examples available).

  • Best practices for improving websites
  • Improving results from your website guide

    About this guide

    This guide will show you how to improve your website design, messaging and content to get better results, as well as how to audit your site using an expert review to identify quick wins and other improvements.

    Guide structure

    • Step 1: What do we want our site to deliver?
    • Step 2: Making your site customer-centric
    • Step 3: Improving user journeys
    • Step 4: Improving your home page
    • Step 5: Improving category and product pages
    • Step 6: Improving checkout and on-site lead forms
    • Step 7: Site optimisation using Google Analytics

  • Landing Page Conversion Guide

    About this guide

    We’ve written the guide so you don’t need special landing page software to make improvements, you can simply use our recommendations to change existing pages elements and copy. We also outline the options for other software too. The guide has over 50 examples of best practice to inspire improvements to your landing pages covering a range of sectors from retail, financial services, travel, business-to-business and not-for-profit.

    Guide structure

    • Step 1: Set your landing page goals
    • Step : Understand your visitor needs
    • Step 3: Engage your visitors
    • Step 4: Design the optimal page layout
    • Step 5: Create compelling content and creative
    • Step 6: Increase brand credibility and trust
    • Step 7: Improve results
  • Mobile marketing strategy guide

    About this guide

    Our mobile marketing best practices ebook is a comprehensive guide to helping businesses exploit the opportunities of mobile commerce.

    Guide structure

    • Introduction: The growing importance of mobile marketing
    • Step 1: Making the business case for mobile marketing
    • Step 2: Create mobile strategy
    • Step 3: Mobile design: create compelling mobile experiences
    • Step 4: Mobile search marketing and advertising
    • Step 5: Mobile commerce and mobile payments
    • Step 6: Mobile CRM and mobile coupons
    • Step 7: Integrating mobile, local and social

The Digital Experience Management toolkit is included with Smart Insights Expert Membership-the secret
weapon behind the world's most savvy marketers.

So why wait? Try it today and take your results to the next level.

Learn more about Expert membership and
download the Digital Experience Management Toolkit

Instant access. Try it RISK-FREE

As an Expert member, you also get access to
these related Toolkits (and others too)

Marketers just like you have grown their business by over 50% using these exclusive resources: