Spending money on digital marketing and not seeing Return on Investment (ROI) is a botched scenario. Stakeholders, managers, and business owners cannot tolerate, nor should they have to, such a costly mistake.
Why sink more money into a website when you haven’t fixed the underlying problems?
Before anyone suggests increasing the marketing budget on approaches not tried out yet, examine how to fix what’s not working first. One way to achieve this is through a website audit.
Website audits take a detailed look at your website identifying what issues negatively impact the user experience (UX). This includes a comprehensive analysis of the web user journey, initial engagement levels, device usage, key landing page analysis, key exit areas, page layouts, key messaging, content, onsite conversion and other goals, such as tone and site speed.
For example, if your clients are not engaged within 10 seconds of landing on your site, the majority leave. In fact of the websites we audit, we see 60% of users leave within 10 seconds. You are then left with unhappy customers and a pitiful online experience, which is automatically associated (in the consumers’ minds) with your products, services, businesses, and credibility. Most importantly, one poor experience means customers are unlikely to return again.
Through conducting a website audit, you can soon start to build a picture for you about which areas to prioritise. These are areas that maximise your sales/ enquiries.
Usability testing is a great element in the tool kit of e-commerce and web managers. It helps to highlight potential issues before spending more money to drive traffic.
Usability testing is when someone completes objectives as a customer using the website for the first time. At the same time, an evaluator watches, pays attention and takes notes on the process. If there is a confusing task asked of a user then it is notated and the evaluator and his/her team figure out afterwards how to resolve this issue. Alternatively, if a gratifying moment within the process occurs then this is taken into account.
Users are also probed on why certain elements may confuse and frustrate. Equally, usability testing looks at the elements which ease and help the journey along.
Website usability testing shows where the flaws in your website currently exist. It reveals why pages aren’t converting. The assessment is also carried out on various devices to see if there is a glitch preventing a user from completing desired results (i.e. buying a product, filling out a form, and signing-up for a service). This exercise is then repeated on competitor websites to draw out elements that may help enhance our clients’ websites.
Studying what your competitor does differently provides insight on your own areas needing improvement. With this inspection, start with the basics. Take a look at your competitors’ images and see if the images are of higher quality. Check product and service descriptions too. Your competitors may include information under services/products you accidentally left out.
Scrutinise call to action button placement, call to action frequency, social media icon placement, colour schemes, and follow-up communication if/when a client leaves a process without a desired outcome (i.e. adding to shopping cart without completing a purchase).
Review customer service options, such as the duration it takes to answer an online enquiry. Check if your competitors offer 24 hours “live chat” and phone assistance. Do your customer service options match?
Study your competitors’ content. Are they creating fresh content more often? What is the tone of the messaging (i.e. informative, entertaining)?
Without testing all of the above, you’re losing out on lucrative opportunities to reach and create a positive impact upon potential and repeat customers. And if you jump the gun and pour more money into your marketing budget without understanding where you need to allocate funds then you are wasting time and money.
What we do?
Insightful UX independently reviews digital activity of businesses to provide clients with a clear, prioritised road map on how to grow online. Typically, clients work with Insightful UX because they are stuck on how to get started digitally, or see a lack of return from digital spend and/or want to take their business to the next level. If this is you, get in touch.