Customer Experience & Conversion
“I think our customer experience is limiting our growth. Help!”
Ecommerce Director
“I have loads of things I’d like to do to improve the site but will they make a difference?”
Ecommerce Director
Expert customer experience & usability heuristic review
Using our years of retail knowledge we take a detailed look at the complete customer experience of your site with the goal of increasing conversion and sales. Our reviews not only take an in-depth look at the analytics data and site usability issues but we’ll review areas such as value proposition messaging, overall persuasiveness, user motivation and visual merchandising. We can also review your site against your competitors so you can see how your site’s customer experience compares with theirs.
Typical outputs are a document detailing all issues and, together with a performance gap model, recommendations showing where improvements can be made to increase profit and sales. These are usually presented in a workshop or face-to-face meeting. The expert customer experience review is typically followed by a wireframing and prototype project which incorporates our recommendations and findings.
Typical activities
Your site – the big picture
- In-depth review of analytics data to gauge site performance
- SEO effectiveness and site visibility in Google
- Landing page effectiveness
- Overall site speed
- Consistency of interaction design, navigation and wayfinding
- Error handling and getting help
- Your site on mobile devices (smartphone, iPad)
Homepage
- Clarity of brand proposition and value statements
- Offer legibility and overall layout
- Clarity and persuasiveness of calls to action
Navigating to product pages
- Effectiveness of internal search usage and terms
- Product filtering and information architecture
- Get to product user journey and scent trailing
- Results and list page review
Product page and add to basket effectiveness
- Image quality and effectiveness
- Page visual hierarchy and structure
- Product availability and delivery
- Sizing options and sizing charts
- Add to basket and basket creation effectiveness
- Persuasiveness and motivation of calls to action
- Detailed look at product descriptions
Basket optimisation
- Trust and security
- Clarity of costs
- Clarity of proposition messaging
- Merchandising effectiveness (cross-sells and up-sells)
Checkout optimisation
- Detailed review of form design and flow
- Payment capture
- Overall effectiveness of checkout user flow
- Clarity and persistence of information
- Clarity of order summary and confirmation email
If you would like to find out more about how we can help drive your business, please do contact us.