Natural WellBeing is leading online source of natural health a beauty products. When they approached VKI Studios in late 2005, they already enjoyed excellent search engine visibility. Their website was therefore experiencing a good deal of traffic. The problem was their conversion rates: only 1.5% of website visitors completed a purchase.
Both VKI and the client agreed: though some SEO efforts were required in order to maintain the website's excellent visibility, the most prudent allocation of resources would be towards improving the website's conversion rates. In other words, to turn more surfers into paying customers.
VKI Studios conducted a comprehensive Usability Audit of the Natural Wellbeing website. We examined every aspect of the client's website – from its architecture and navigation, to its layout, design, and copywriting, to its shopping cart function. Virtually every pixel of the website was put under the microscope to reveal all the website's hidden barriers to sales. Web traffic reports were examined to find clues as to trouble spots; user tests were conducted to see where real customers got confused or frustrated.
The resulting document – 75 pages in length and rich with illuminating screen shots – brought to light literally dozens of previously unknown problems. Once pointed out, many of these problems seemed obvious. But the client, being too close to the website to see it objectively, had never noticed them. Other problems, revealed by the live user tests, were quite surprising and even counter-intuitive.
| Before (November 2005) |
After (May 2006) |
|
|---|---|---|
| Conversion Rate | 1.5% | 3.4% |
| Average Order Size | $63 | $89 |
The Usability Audit had revealed so many problems, that major changes were necessary to some sections of the website – particularly the Home page and the shopping cart. Fortunately, the Usability Audit included an easy-to-follow action plan which made implementing the changes much easier.
When the revised website was launched, the client immediately experienced a marked increase in sales. And due to the resulting increase in customer loyalty – meaning more repeat business and customer referrals – sales continue to increase.
