Full Optimisation Review

Full User Journey Walkthrough and Review

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.

UX/CRO Review against
best practice

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.

Full Handover of Documentation, Report
and Recommendations

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.

Full Google Analytics audit and review

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.

Google Analytics Dashboard

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 Review

HotJar is a powerful tool that creates screen recordings users interacting with your site. This is incredibly useful as it highlights things like:

• What customers are looking at on the website, and how they navigate through the pages
• How long pages keep your users’ attention for before they go elsewhere
• Where mouse cursors are spending time — a good indicator of where a users’ eye is, without the use of expensive eye-tracking labs
• Issues your users’ are encountering
• Issues preventing a smooth checkout
• ‘Rage clicks’ (signs of exasperated users) and what causes them

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.