UX Tag

Conversion rate optimisation (CRO) is the data-driven process of optimising your website in order to create more conversions, such as sales or leads. Tools such as Google Analytics make it possible to track the paths that users are taking to reach your site, otherwise known as ‘funnel tracking’. Funnel tracking shows which sections of your site – and which actions – most commonly lead to conversion. It also gives a clear view of where users are typically dropping out. Asking your visitors directly using on-site surveys is another good way of getting insights into what they like and any bugbears they have with your site. Once you have this information, there are a number of actions you can take in order to improve conversion. For example, you can better optimise your website’s navigation structure, or test which layouts and content elements work best to encourage conversions. We’ll delve further into the sophisticated world...

Creating an e-book is a significant undertaking for any business. From idea development to writing, design and promotion, e-books can be a drain on time and resources. Done well however, they have the potential to generate quality, high-value leads that result in a considerable ROI. E-books can be a hugely valuable asset for both B2B and B2C companies, yet ensuring that your efforts are going towards something that generates real, valuable returns can be challenging. With that in mind, here are our top tips for creating e-books that attract warm leads that count. Answer specific questions posed by your audience One of the main aims of any e-book is to promote your brand as an industry specialist, or at the very least a knowledgeable voice within its niche. This begins with understanding not just who your audience is, but what kind of questions they’re asking. A little bit of audience research comes in handy...

Internal links are essential for any site’s SEO. Having an internal link structure that is bad or just plain non-existent can be catastrophic to your website. But why? Internal links serve several purposes. They drive visitors from page to page on your site, they help to establish a page hierarchy and they help to spread ranking power around. If there are pages on your website which aren’t linked to from any other page, visitors won’t find them – meaning they have zero chance of converting. What’s more, search engine crawlers won’t be able to find them either. Crawlers browse your site by following links from page to page, so if you haven’t added internal links that connect relevant content on your site, you haven’t offered crawlers a way to access that content. If crawlers can’t find content, they won’t display it in search results. It won’t just be browsers already on your site that won’t find it, no...