Visitor Conversion Optimisation (VCO)

From our experience, we think there are three crucial steps to creating a website that people want to buy from. We call this approach Visitor Conversion Optimisation (VCO).

Quantify

First things first, you need to find out what is already happening on your site. Only then can you really understand who your users are and how best to engage them:
* Implement and analyse statistical data (e.g. Google Analytics)
* Analyse site/server log information
* Carry out on-site surveys
* Review or implement SEO campaign
* Find and report on significant user journeys and behaviour

Qualify

So now you know what's happening on your site, but do you know why? It's time to bring some users in:

• Carry out some user testing, such as a contextual enquiry, and take a look at what's really happening when people go to your site
• Run a card-sorting workshop to create a more intuitive information architecture
• Test to see if your new site structure works with a series of task analysis exercises.

Optimise

Now you need to put everything you've learnt into practice and start converting more visitors into paying customers:

• Read our recommendations on how to create a more usable and engaging website.
• Create quick-turnaround, interactive wireframes of the recommended solutions and test with target users.
• Ensure your messaging on on-brand with better content, labelling and signposting.