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Website Effectiveness

Could your website sell more? How could it better meet your customers’ goals – and yours?

When your website is effective, it pulls sales and profits from the sweet spot where business goals meet customer needs.

“The RKG team understands the challenges of optimizing a large-scale e-commerce site- and that came across loud and clear in their work. We continue to use their recommendations as we take our site to the next level. Getting advice from guys who’ve actually ‘been there’ makes a real difference.”

- Steve Braun, VP, E-commerce, Tractor Supply Company

Website Effectiveness projects are built around these key components:

  • Comprehensive website assessments
  • Split and multivariate site testing
  • Wireframing

Each Website Effectiveness project is a direct engagement with RKG’s senior management.

To find out how we can work together to improve your site’s effectiveness, give us a call.

Here’s some more detail about the services we provide:

An RKG Site Assessment: a roadmap for improving your site

Your website must be usable. It must be persuasive. And it must provide your visitors clear and compelling paths to conversion. An RKG Site Assessment is a detailed evaluation of your online shopping experience.

“RKG gave us a deep-dive, top-to bottom look at our site. They showed us exactly where our site was slowing down the shopping process and what we needed to do to fix it. This is a consulting project that we could really use. I’d recommend them to anyone looking for a game plan to move their site forward. ”

– Bob Fox, FAO Schwarz

You get concrete recommendations for improving site usability and conversion— actionable next steps for your designers, developers, and merchants. The recommendations you receive identify positive changes you can make right now, solutions to test, and larger projects to work toward as you improve site performance.

We start out by asking you the questions that help us understand your online business. With a fast-paced surveying process, we review:

  • Key metrics from your business and site analytics
  • Your site goals and your customers goals
  • The business problems you need to solve

Next, we analyze the building blocks and flow of your site’s shopping paths. From homepage to order confirmation, we evaluate the overall path toward conversion as well as key individual pages.

“The project truly changed the way our company thinks about our website. The recommendations were detailed and practical, and gave us clear direction for implementation. Most important, RKG quickly got to the core of our business: they showed us how the site could persuade visitors to take advantage of more of our services, while staying true to our strong, members-first brand.”

– Michelle Bloedorn, VP Sales and Service, Baxter Credit Union

Each of your site’s key components is benchmarked against accepted industry best practice. We take a critical look at your site’s ability to persuade customers to do business with you — instead of with your competitors. And to provide you with the perspective of an individual user as well as an expert review, we spend time shopping your site and attempting to complete the tasks most critical to your customers.

Areas covered by your Site Assessment typically include:

  • Homepage
  • Visual Design
  • Selling with Content
  • Navigation and Organization
  • Site Search
  • Product Category pages
  • Product Detail pages
  • Cart and Checkout

To learn more about how a Site Assessment could help your online business, give us a call.

“RKG gave us a concrete plan for improving our site. We’re seeing a significant year over year lift in conversion and a measurable increase in customer satisfaction. The value we received from RKG was outstanding.”

– Mike Masse, The Thompson Group

Move the needle with Site Testing

For most websites, there are a few changes that can be made right now to improve results (our Site Assessment helps you find them) but moving the needle in a big way often requires real-time testing of the key content on your site. Google’s free Website Optimizer tool gives you the power of split and multivariate testing without a premium price tag. But you still need to know what to test and how to test.

RKG helps Website Effectiveness clients plan, design and execute split and multivariate website tests. We help you develop and test the content that can increase conversion on your site and analyze and act on your results. The goal is to get your web team humming with this vital cycle:

  • Analyze
  • Test
  • Increase conversion
  • Repeat
To find out more, give us a call.

Wireframes for cost-effective, first-things-first design

Wireframes are “site blueprints,” black and white diagrams that give your team clear direction for making useful changes to pages that matter. They help you identify and solve critical design problems before your costly graphic design and IT work begins.

While our Site Assessments provide concrete and detailed recommendations for site improvements, our annotated wireframe diagrams nail down layouts and give you blueprints for redesigned pages. The pace is fast and the work is affordable and effective.

Looking for something different? Tell us.

The services described above are usually the most efficient and cost-effective ways to use RKG to improve your site’s performance. But we always try to listen carefully. If you have a special project, or a particular problem your site needs to solve, give us a call. We’ll do our best to come up with a project that makes sense for your online business.