Combining our Full Optimisation Review with Qualitative Analysis with your real customer base, this is the option for when you want to go in-depth with your customers and leave no stone unturned.book now
“I am so delighted with the experience that I am literally happy for you to say whatever you want!”
We begin by going through the site ourselves as a customer would, taking the routes through to purchase and checking the functionality, process, layout and user experience to see what makes sense, what works, what is confusing, and what breaks.
It’s often hard for someone internal to a company to do this; they’re so at ease with their own website that they just ‘know’ how everything works. We call this the “AirBnB problem”; ever checked into an AirBnB and spent 5 minutes opening every cupboard door to ﬁnd the fridge? To the person who owns the place, it’s obvious; but to you, starting afresh, it’s never where you’d expect it to be.
By going through the whole purchase process, with all and every option, we can highlight which parts of the process work, which are confusing, and which are broken.
We do this work before anything else, so that we’re coming to the site completely fresh. We can then use this experience to put the rest of the work into context; we can see how our problems with the site align with real customers’ experiences, and how those issues impact on your sales.
We have a 100+ checklist of best practices across UX and CRO, which we’ll run the site through. Not all of these are always relevant, it depends on your website. All of these points will be backed up with academic research to show that we’re highlighting quantifiable UX issues, rather than expressing our own opinion on what ‘good’ looks like. Again, everything is backed by data.
This is where we put everything together. We’ll document all the ﬁndings from the above work, and create a list of suggested changes. Some of these you’ll be able to do immediately, some you can use to brief in your existing agency. All research, documentation, etc, will be provided as evidence and context for the work suggested. This will be in appendices and referred to in the main document.
We’ll present everything on a Zoom call so you leave with a full understanding of what the issues are and how you can solve them.
There is a mountain of data with Google Analytics; the problem is ﬁnding and understanding it all. We go through it all for you, and create a review to show what!s working on the site, where people are dropping out, which users and user journeys are performing well and which aren!t. How your current marketing strategy is performing and where there are opportunities to improve it.
This begins to make sense of the customer experience, and helps in understanding which broader changes on the site will move the needle in terms of conversion. It will create for us a baseline for the current conversion rates and how they vary across device, page and campaign.
If you don!t already have this, we!ll set up a GA dashboard for you. This will be an “Exec Summary!#of what!s happening on the site showing all the relevant KPI!s, conversion funnels, highest performing customers by device/source/etc, site speed – basically, all the things you need to know from GA in an easy to use format, rather than ﬁghting through analytics.
This will form the background for any A/B testing in future, showing how experiments are performing and how conversion rates are changing over time. This also works well as an early warning mechanism—if sales of a certain product drop dramatically, you want to know why and check it, rather than wait until customers tell you.
HotJar is a powerful tool that creates screen recordings users interacting with your site. This is incredibly useful as it highlights things like:
User behaviour is tracked across all devices, revealing a deeper layer of insight. We’ll share relevant videos to show you where/why/what we should be changing on your site. We’ll review all the visual data — i.e heatmaps and scroll-depths, and also the user videos on the site too. All of this is extremely important; it’s what your real customers are doing — in the context of your product, your market, your audience, your price-point — rather than abstracted recommendations based on ‘best practices’, which are important, but contextual.
We interview a sample of users to help understand where further improvements can be made to the user experience and your conversion, whether usability or proposition focused. This brings qualitative insight that delves into the behaviours and attitudes of your customers to further bring our quantitative insights to life.
What do they think you offer, from the homepage? What do they think of your product, or your packaging? What problems do they think your product solves? What price point would they expect to pay for your product? All of these can be answered by real customers—and you’ll have the option to submit questions we can put to customers as part of this process.
All this ‘real world’ content will feed into our final report, and can be a valuable addition, especially if you are considering new product offerings or have some alternative business objectives which are at a stage where some direct feedback could help make a decision.
“Northern Comfort is a great agency to partner with either as a business/brand owner or as an agency. With their focus on quality and conversion, you are in safe hands.”
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