It's difficult to get the right balance on a website between the visual design, user experience, content, marketing persuasion and SEO.
Many businesses fail since they don't use a balanced approach, creating an experience which fails many visitors and fails to generate the leads and sales it could.
This guide helps you to get the balance right, through explaining many inspiring examples of best practices from different sectors including B2B, retail e-commerce, travel and financial services.
All touch points on the customer journey are covered from home page, category and product pages, utility pages, forms and checkout.
This guide also shows how to review and improve performance using your Google Analytics and surveying customers.
This guide shows you:
Who is the guide for?
This guide is designed to help anyone charged with boosting results from a website. Its primary focus is conversion rate optimization, so it will be most useful to eCommerce marketers who convert their customers on-site.
However, it does have sections designed to be useful to those who convert their customers offline. It’s designed specifically for:
How is this guide structured?
The seven steps are:
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