How a tweak or two can improve your customer conversion rate
Freddie initially came to me after we met on a Facebook group where she was saying that she’d lost about 30 orders from her website because the website wasn’t emailing notifications to her when a purchase had been made or when someone was making an enquiry. I sorted that out for her (you can see how here) and was really pleased when she came back to me a couple of months later to ask for my help with her website.
Freddie’s main goal was (and still is) to generate enough sales from her website so that she can stop selling at markets, which involve long hours, can be poorly attended and are particularly difficult in the cold winter months.
There were a few problems with it: it was loading painfully slowly (about 19 seconds), it had code showing through in places, the SSL certificate only covered the Shop page rather than the whole site, and the Home page just wasn’t working as it should to tempt customers deeper into the site. So the site didn’t need a total revamp, it just needed a few tweaks here and there.
So what did I do?
- I fixed the code show through (it was a problem with one of the plugins)
- I extended the SSL certificate so that it covered the whole site
- I did a site speed up and got the Home page load time down from 19 seconds to five, which still isn’t brilliant but it’s a huge improvement and most of that time is because she’s not using a good host
- And finally, I reorganised the Home page. This is what it used to look like:
On the face of it, it doesn’t look too bad, but the images were all enormous and the product boxes didn’t reflect either the current range or the ones which brought in the most money for Freddie. It also had a slider at the top which was contributing in no small measure to the poor load times. Compare it with the new site here and you can see how the new site is much more focussed on getting the customer to navigate to the Shop pages.
I managed to get the site ready in time for the Christmas rush, which was Freddie’s best Christmas to date. It’s still not generating enough sales for her to stop the markets altogether, but with more work planned for the site in 2018 we’re now well on the road to meeting her goal.