Turning Searchers into Visitors, and Visitors into Customers

Conversion Improvement - ROI-focused - Continuous improvement - Measurable and controllable - Goal specific - Comprehensive and quick

The process I adopt for Conversion Improvement has been refined over the past 5 years, taking account of the different needs of different types of organisation. The basic process is agile enough to adapt to all requirements, and is structured in such a way as to guarantee useful outcomes.

There are 6 key stages in the Conversion Improvement process, which I can either perform myself or train you in how best to utilise it:

1) Understanding your Organisation
A research process, involving discussions with key personnel at your organisation, and development of an awareness of issues within your industry.

2) Overview and Purpose of Site
Using the information gathered at the Understanding stage, I develop the model for what the site is for and who it is aimed at.

3) Persona & Scenario Generation
The creation of (fictitious) typical site visitors, each of whom has their own motivations and will react differently to different trigger points on the site.

4) Storyboard for User Journeys
Adopting the thought processes of our different personas (and the scenarios they find themselves in), I create User Journeys through the site. At each stage, I'm asking what it is that particular persona would need to see on the page they're at in order to take the next step along the "sales" process towards and Action – Actions being defined through discussion with you at the Understanding stage.

5) Competitor Analysis
Utilising the Storyboard, Personas & Scenarios, I investigate some of the site's main competitors' attempts to create a satisfactory User Journey through their sites. This may well throw up some interesting original solutions.

6) Wireframe of the Site
Bringing together the different elements from the Storyboard and Competitor Analysis, I develop a wireframe version of the site. This wireframe contains all the navigational, content, image and functionality elements for the site. At this stage I also include some of the necessary Search Engine Optimisation (SEO) elements for the site - such as potentially an Info and Links section - which may not have been seen to be necessary at the Storyboard stage.

Once this process is complete, and the site structure is ready in prototype form, I can develop and put together the necessary elements of copy to ensure the User Journeys through the site are as smooth and effective as possible. The words will be carefully crafted to illicit the right emotions within the reader, resulting in more Actions being taken. Again, competitor analysis will come into play here, through reviewing the kind of things being said on other successful sites within the same marketplace.

Whilst the ultimate goal of the process is better website ROI, there are also generally some key learnings acquired on the way that can be put to good use throughout your internet marketing strategy.

Pricing
Obviously each project or Training programme will be different, based on the size of the organisation, the number of pages on the site etc.

Myself and my team of associates have worked on projects ranging from the very smallest Conversion Improvement campaign to the very largest inter-contintental corporate strategy development.

Contact Me for more info and a specifically-tailored quote