Client profile Evolution Organics
Oxford based Evolution Organics sells the highest quality health and home products which are all either organic, from ethical sources or environmentally aware companies.
We've been working with them since February 2010. The company has since seen its best month's trading, its biggest single order from a customer, and a doubling in overall turnover.
So how've you done that then?
By following our structured process: | | |
1. Analysing the site to understand current performance
Things that we look at include:
- Traffic: how many visitors came to the site during a sample month? And where did they come from? And then we look at a wide range of factors at the next level of detail, including a detailed keyword analysis.
- Conversion: how many visitors got through the shopping process, and if they dropped out early, where did that happen?
- Ease of use: there are numerous ways of assessing how easy a website is to use. We’ve summarised the important ones in our ease of use checklist.
| | 2. Planning and prioritising
This analysis provides a powerful tool for clients since they may not have had access to such information before. And it's a great platform on which to build a prioritised, costed list of actions to improve performance in the most important areas.
Very often, we recommend that changes are made to improve the site's ability to convert visitors into customers, before we drive more traffic to the site. And that was our advice to Evolution Organics.
Client Mailer
Other critical marketing activities going on in the business alongside Cicada include regular email newsletters courtesy of Client Mailer, and a customer referral programme.
We've been delighted to work alongside Peter Davey of Client Mailer, collaborating over the analysis of Google Analytics to measure and tune the email newsletter process. |
And... action
Our analysis showed that making some small structural changes to the checkout pages and some general page elements was likely to make the site easier to use, and easier to measure.
Initial changes (month 2 - March 2010) included:
- making internal links consistent and easier to recognise
- re-laying out some elements of the checkout pages and adding some re-assurance messages at key junctions in the shopping process
- implementing pretty urls (more of a help with analysis and SEO than with conversion)
The result
Cart abandonment rate went down by 10%, almost immediately.
In other words, without driving any more traffic to the site we achieved 10% more sales through the shop. And not just in one month, but on-going. | | |
