Our Conversion Optimisation Services

If you need help in improving conversion on your e-commerce site, we can help! We're happy to meet up for a chat to learn about your business, understand your objectives and discover what constraints you need to work around. Then we'll tell you if we can help - if not we'll say so and try to recommend someone who can. Give Mike Baxter a call today on 07740 664696.

Conversion Optimisation Audits

A conversion audit is a unique combination of deep-dive web analytics and customer journey profiling. Insights from web analytics enable us to profile the journeys your customers take into your site, through its content and on the the point of purchase or departure. We then repeat key elements of those journeys ourselves (especially the critical decision-making points), enabling us to identify good and bad practice in meeting customer needs and expectations. More in-depth web analytics can then quantify the opportunities for conversion improvements and prioritise the changes we recommend for your site.

Checkout Audits

A detailed step-by-step analysis of your checkout process, including customer work-flow, checkout architecture (number of steps, feedback on progress), form design and calls-to-action analysis, based on both customer journey profiling and web analytics. A checkout audit is included as part of the conversion optimisation audit above.

SEO Audits

We begin with keyword profiling - what keywords currently drive traffic to your site from natural search and what keywords are featured within the content of your site. Then we move to keyword expansion - what is being searched for that relates to your keyword profile. Keyword competition comes next - how high have your competitors set the bar for you to get substantially more, well-qualified traffic from natural search. Finally, we develop a keyword strategy that turns all the previous analyses into practical action - action that can be implemented effectively and profitably.

Bespoke consultancy top of page

The big advantage of being a small consultancy is that our expertise is genuinely multi-disciplinary - we don't have different experts with particular specialisms. Which is just as well, because few business issues are neatly self-contained within a single specialism. So crossing the boundaries between online marketing, web analytics, e-commerce infrastructure and customer insights is, in itself, one of our specialisms. Here is a sample of the range of projects we have completed over the past few years:

  • E-commerce strategy - Setting objectives for up to 10 years, based on technology forecasting, market trends projection, competitor analysis and extrapolations from brand values, core competencies and current web analytics.
  • Integrated search marketing - How to get PPC and SEO working most effectively together. We have done strategic-audits, keyword audits, agency performance reviews and hands-on campaign management.
  • Specific site improvements - Better landing pages, improved category or product pages, systematically improving on-site search, streamlined checkout, more effective trigger emails or simplifying customer journeys through the entire site.
  • Continuous improvement - a monthly review with someone outside the company can often accelerate the rate of in-house change considerably; especially if that person comes armed with the targets we all agreed last month and web analytics insights on the achievement of those targets.
  • E-commerce crisis management - Immediate support for difficult times, whether it is analytic support to diagnose a problem, managerial support to focus team efforts in the right direction or technical support to help engineer a solution or improvement.
  • Supplier selection - We have covered the full range of activities from requirements definition, writing Requests for Proposals, producing long-lists of potential suppliers, producing selection scorecards, producing short-lists of candidates (based on initial scorecard assessment), participating in selection panels, collating and analysing full scorecard data and informing candidates of their success or failure.

Conferences and Presentations top of page

Managing Director, Dr Mike Baxter, is a regular presenter and chair on the e-commerce conference circuit, including Internet Retailing, CatEx, Ecmod, Screen Pages Ecommerce Forum, The European eCommerce Forum, Sheerluxe, and the Internet Conference.

Examples of Mike’s presentations: