Why I Love Doing Website Reviews
There was a time when I had just started in a new role for a corporation, in charge of their global eCommerce division, and from reviewing the site metrics and poking around a bit on one of the websites I knew there were UX issues causing low conversions and missed sales. I just didn’t have the time to comb through every page to see what all needed to be done. So, I hired an agency to do a website best practice review for me.
It took longer than I thought and it wasn’t as insightful as I had hoped. It also was pretty pricey.
One of the things I offer to my Clients is a UX Assessment review of their website. 60% less pricey and so much more comprehensive than the one I received, once upon a time. I comb through every page on the website and go through the account set up and checkout process, as well; looking for issues where the customer may be abandoning or getting confused and frustrated. I am extremely thorough with a keen eye for potential hangups, having run many eCommerce businesses in the past. I also know that telling someone what is broken isn’t nearly as helpful as telling them how to fix it and providing examples of what the best practice looks like on other websites.
I absolutely LOVE doing these. Let me tell you why…
Just about every one I have done has revealed an easy fix that has an immediate positive impact on conversion and in turn sales. When I comb through a site and I come across something like this, I get excited and am bursting at the seams to tell the Client because I KNOW it is going to make a difference. It’s like winning big with the scratch off ticket you got from your co-worker for Christmas, a year ago, that was hiding in a pocket of that jacket you took off and haven’t hung up in forever because…busy. It was always there to find but, due to being too close to the website or not having the time to comb through it like a shopper, no one saw it except for the customers.
When I am presenting the UX Assessment (assuming I haven’t spilled the beans and already told the Client about their golden ticket via email the second I found it) I am practically giddy leading up to the big reveal slide. An assortment of things to fix or enhance to bring up to best practice level are covered but, nothing compares to the joy of revealing a golden ticket.
Then the Client fixes the issue and voila: the payoff in conversion and sales. And just like that, the cost of my Assessment is recouped. Win-win. Being able to do this for a small business is food for my soul. One of my main reasons for starting my Consulting business in 2014 was to help the smaller businesses out there who can’t take on the full time expense of someone with my level of expertise. They get the benefit of tapping into 20 years of eCommerce experience in smaller, focused engagements for maximum impact to their business. I get to help out multiple businesses at once and contribute to the overall growth of an industry I love and have been rooting for since the very beginning.
Stay healthy!
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