At the end of last year I was approached by Michel Janssen. He is the director of the Nice & Warm company. This company has been the market leader in Europe for years in the internet sales of stove pipes. For the United Kingdom, their sales are via the Flue-Pipes.com website.
Old website
New website
Context
A few months earlier, the client had a major award-winning online marketing agency from the United Kingdom conduct an analysis of his website. Unfortunately, good advice about improving conversion was hardly included. Because Michel saw the potential of conversion optimization, he searched Google for an experienced freelance conversion optimization specialist and came to me.
Process
In consultation, we decided to use both an expert review and user testing. The expert review has resulted in more than 80 strategic and tactical improvement points for the website. These points ranged from advice on authority and trust to tips on the design of specific elements. In addition, almost 50 specific usability issues emerged from the user testing. Some time after delivery, the findings were discussed in detail during a video call, after which the developers started working on the points for improvement.
Expert review
User testing
Results
The modified pages have now been live on the website for some time. To get an idea of the effect of the changes, an analysis was carried out in Google Analytics. The average conversion rate of several months was compared against the same period in the previous year. This thorough analysis subsequently showed that the conversion rate increased by 97%.
Reference
We have been the market leader in Europe for years in the internet sales of stove pipes. But an analysis of the conversion of our English site, by Theo and his panel, revealed quite a few areas for improvement. Where a number of our fundamental assumptions turned out to be partly wrong (gulp). Well, we now have a to-do list of 100 points and have a lot to do in the near future. (LinkedIn)
