Developing a persuasive and effective e-commerce website for relaunch involves team work and months of planning. But what happens if your new site actually converts at a lower rate than the one it replaces?
After being approached by clients in exactly this situation the team at AWA Digital developed a programme to quickly regain the conversion rates of the old website - and start improving it.
Called the Conversion Disaster Recovery Plan, it incorporates tools and the systematic application of techniques including research, analysis and split-testing.
The step-by-step plan is designed to elicit the underlying reasons why visitors to the new site buy less, uncover where the real problems lie and develop test pages to overcome them. Based on AWA's extensive experience of Conversion Rate Optimisation, the Plan is summarised below as a flowchart and recommended tools to get feedback from customers and assess their behaviour.
Thanks to Dan Croxen-John for sharing his advice and opinions in this post. Dan is CEO of AWA digital, a conversion rate optimisation agency with offices in London, York and Cape Town. You can connect with him on LinkedIn or follow AWA Digital on Twitter.
By Dan Croxen-John
Dan Croxen John, is CEO of AWA Digital, a conversion rate optimisation agency with offices in London, York, Texas and Cape Town. A former Managing Director of leading UK multichannel retailers, Dan founded AWA after identifying a need for an analytics and conversion rate optimisation agency that understood the specific challenges multichannel businesses face. With a unique 5-step AWA Conversion System, and a proven track record of increasing sales, revenue and enquiries, AWA are the only UK conversion agency to offer a guaranteed 20% sales uplift or your money back. Keep up to date with the latest conversion optimisation tools, tips and techniques on AWA’s blog You can connect with Dan on LinkedIn or follow AWA digital on Twitter.
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