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 As a result, the website became outdated with issues such as inefficient prioritization of categories, and visitors using the site in an unexpected manner.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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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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By focusing on each step of the conversion funnel and improving them one by one, we were able to tackle key challenges. We also made sure to pay close attention to the overall flow to ensure a smooth and seamless experience.
How a journal brand increased their revenue through the power of upselling
This case study is a remarkable story of how a journal company was able to successfully scale its average order value from $53 to $82, resulting in 6x increased revenue and nearly doubled conversion rate. Moreover, the client gained confidence to scale their advertising accordingly and continue to see positive results.
How a unique tennis bag brand managed to double their revenue in 6 months thanks to improving their store
The client had already been advertising for 6 months before they started working with us, and had achieved moderate success, but weren't able to increase their conversion rate or scale their marketing budget. Consequently, they sought our help to improve their store and increase their conversion rate, with the goal of selling more products. This required finding their target audience, market niche, brand voice, and formulating a unique value proposition that would appeal to potential customers - all of which, fortunately, we were able to do successfully.
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The client had a long history in the industry but had been struggling to scale its online sales with paid advertising. Paid ads were really the only source of hope for the client since the SEO searches are narrow in keywords and already dominated by the biggest players in the industry. Because of this, we focused a lot of effort in making the first order competitive from their online store.
Saving a Failing Brain Supplement Store
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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An international performance and weight loss protein brand targeting women on Instagram. The client was able to dramatically improve their conversion rate, more than doubling it, after implementing the suggestions. This resulted in an increase in revenue per visitor (RPV), allowing the company to profitably scale their paid traffic significantly.
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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