How a website audit helped a home improvement company increase their conversions by 45%

How a website audit helped a home improvement company increase their conversions by 45%
Photo by Carlos Caamal Can

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One of the major issues with web development is that it is a snapshot in time and the process tends to be very on and off. For ecommerce stores that require constant optimization to perform at their maximum, this can be particularly detrimental.

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This client had a functioning website made by a major agency. The agency did an adequate job in terms of technical errors, but failed to continuously optimize the site from a CRO perspective. As a result, the website became outdated with issues such as inefficient prioritization of categories, and visitors using the site in an unexpected manner.

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The website did follow best practices, but it was not customized to the particular store and its audience. With the lack of ongoing optimization, the website's performance was greatly hindered.

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The Methodology

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Heuristic Analysis

Heuristics analysis is a method to inspect usability problems in UI design, regularly applies to the most visited pages based on google analytics.

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Area evaluated:

  1. Simplicity and clarity of the system
  2. Easiness of information handling
  3. User freedom
  4. Consistency of language or site layout
  5. Error message when customers make a wrong step
  6. Visible retrieval
  7. Aesthetic aspects of the page

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Quality Heuristics analysis gives you many low-cost optimization opportunities. It allows a great leap beyond other companies who are doing A/B testing on random guesswork.

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BECOME OUR NEXT SUCCESS STORY

Learn how you can also increase your store's eCommerce conversion rate today

Learn how you can also increase your store's eCommerce conversion rate today

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Technical Analysis

Technical testing ensures a proper functioning site. This includes cross-browsers and cross-devicestesting.

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Things we tested: 

  1. Indexing
  2. Page functioning on different devices and browsers
  3. Page display on desktop, mobile or tablet
  4. Page loading speed data provide
  5. Broken links

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Google Analytics Observations
  • Analysis of new and returning users of the site
  • Device category performance
  • Acquisition performance
  • Site speed data gathering
  • Funnels

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Results

From August 2017 to December 2017, the conversion rate had a huge jump of 45%, going from 1.16% to 1.68%.

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This shows that ongoing optimization efforts have proven to be successful in improving customer experience which led to an increased in eCommerce conversion rate. By targeting and focusing on key areas, these efforts brought about the desired results of our client.

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See how our A/B testing program drove avg. $43,000 per test
See how our A/B testing program drove avg. $43,000 per test
Transforming Businesses with Targeted Website Enhancements
Transforming Businesses with Targeted Website Enhancements
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Related Case Studies

Growing a personalized portrait store by 402% with store optimization
A few months ago, we started working with a print-on-demand store creating custom personalized art pieces for people based on photos. The clients recently started a Shopify store which showed some initial promise, but they were unable to scale it due to low conversion rate and average order value. This business had already found success on Etsy (the business model was validated) but wasn’t successful on Shopify, where they had to acquire & convert their own traffic.
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When it comes to brand success, the key challenge for many companies is how to increase conversion rates. For this brand in particular, though the audience was already composed of buyers and the market for their products was clear, conversion rates were still very low. Most of the sales were coming from doctors purchasing the product for their patients. The challenge then became how to make more sales and drive up conversion rates.
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CLIENT TESTIMONIALS TO INSPIRE YOU

Real impact.  Real conversion optimization.

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Oliver Nelson
Nelsonwash.co.uk
Jason Chen
Worldwine.com.au
Ibrahim Rehman
Bootsorvino.com
Carl & Ewelina Agustin
Theveganwarehouse.com
Chris LaBarbera
Rosiegraceluxe.com
Edwin Chung
Lancermedia.com
Jester Schilder
Qualityanimation.nl
Tal Mor
Brillianteers.com
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