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How To Fix Your Website Conversion Rate And Ad Problems…

April 24, 2016 by admin

Recently I was in a meeting with a potential client, as I was asking him about his marketing and how it was performing he got rather dismissive “oh that doesn’t work” he proclaimed when I asked him if we used Adwords to advertise his products.

It’s quite a common answer to any question about what advertising is working, so normally I dig a little deeper and ask “what doesn’t work?”, is the cost per click too high? did you get any conversions? how did the visitors perform on your site? how did they perform compared to free traffic or other paid traffic?

This is when they start stuttering, the problem is they don’t know the answer to any of the questions because they didn’t delve deep enough to find the truth.

They didn’t really have a traffic problem…

They had a Website Conversion Rate,Testing and Optimisation Problem

Mainly that they weren’t doing any of the above, like so many business owners they were stumbling around in the dark, relying too much on intuition, hunches and opinion and allowing these to make critical decisions about their business.

In the rest of the post I’m going to give you a simple plan for testing, optimising and basically knowing what the hell is going on with your traffic sources and how they interact with your site — It will even include a rather embarrassing case study from my own site on one of my advertising fails but more importantly how I identified the route cause of the problem and turned it around.

The first step to finding a solution to a problem is knowing what the problem is.

Once you know the route cause of the problem solving it becomes a hell of a lot easier.

To get to the route cause we need to dig into the analytics data and look at how the traffic source you are testing is behaving on your site.

Recently I ran some Facebook ads to my blog as part of a marketing experiment, I was driving the traffic to a blog post I had written and then planned to re-market to the readers of the post on Facebook. Quite a common tactic and quite powerful when you get it right — the problem was I wasn’t getting it right!

This is were I noticed the first problem, the traffic source above is from facebook.com/ referral in my haste to get the ad set up I hadn’t tagged the link the traffic where going to, this meant I couldn’t differentiate the traffic from the paid ads with that from other links on facebook directed to my site.

Luckily I spotted this error early on — This is one of the biggest issues I find with analytics data when looking at clients sites, the traffic sources that are driving people to the website going aren’t tagged correctly so you can’t tell it apart from other sources.

It just gets jumbled up and if you can segregate the data you can’t possibly make an accurate hypothesis or find a solution to the problem.

For more info on how to correctly tag your data see this post.

Once it’s tagged correctly you can separate the different sources of traffic better.

Now I knew I was looking at the paid ads being driven from Facebook — I had tagged them with “Facebook / CPC”

Next I noticed another problem — although I was getting clicks from Facebook at a reasonable price per click I was getting very little time on site, the Avg Session Duration segment was stuck on zero.

This was an even bigger problem, if the people visiting my site were not reading the content it may prove completely hopeless to re-market to them later. I needed to dig deeper into what was going on.

What could be the problem?

Several potential issues sprang to mind…

The demographic I had targeted in Facebook simply weren’t interested in the content.
There was some issue with the reporting.
The premise of the ads didn’t match the content.
The content was crap

I needed some better more qualitative data, luckily I have Hotjar running on my site — if you are not using Hotjar get it, they provide some really powerful user insights such as…

Heat Maps

Heat maps indicate were people are clicking on your site/page it can give an indication of problems, for instance if people are clicking on something that isn’t a link, or if people are clicking on content further down the page, it can also help you to arrange product categories so that the ones people are clicking on are further up the page — the hypothesis being that more people could click through to the product page if it’s higher in the order.

Scroll Depth

This report shows how far people are scrolling down your pages. This is great for showing you how people are interacting with your content, are they reading all the way to the bottom or not getting past the fold?

Scroll maps are great for giving you some quick qualitative data to better inform your decision making process.

User Recordings

The recordings show you what people are doing on your site. It’s amazing to be able to see user sessions, you can learn so much by watching how people interact with your pages, these recordings can give you fast and cheap user insights.

Hotjar.com also has other great tools such as in session surveys, funnel reporting, form analytics and several others — I could write a pretty lengthy post just about how to use tools like this to get great conversion increases.

For getting clarity on what the hell was wrong with my traffic/page I used 2 reports (this gave me enough insight into the problem)

Scroll depth
User recordings

From these 2 reports combined with the analytics data I could see the problem was clear.

My blog post was crap

Nobody was getting far past the opening of the post, which indicated that either they didn’t like the content or the beginning was too weak to pull them into the rest of the post.

The post was a list “10 Reasons To Obsess Over Conversion Rate Optimisation” so I decided to test changing the list around a bit.

I moved one of the stronger bullets in the list to the top – “More Customers For FREE”

This more powerful opener completely changed the data in analytics, as soon as I made the change I started seeing average time on page increasing and Hotjar was showing people scrolling past the fold and longer session recordings.

A very simple change made a whole world of difference to the performance of the blog post and the ads, it still never fails to amaze me how little things can yield big results.

That is in essence what Conversion Rate Optimisation is all about, finding the problems and testings potential solutions, if you don’t test you won’t know.

You can use the same techniques to identify problems with your ads, instead of writing off an advertising source as “oh that doesn’t work for me” dig a little deeper to find out the Route Cause.

It could be that the problem isn’t with the ads, it could be with your site’s conversion process. If you don’t really understand what is going on you won’t be able to solve the problem.

A handy process for getting to the bottom of a problem is Route Cause Analysis which basically just uses the management tool 5 why’s.

5 Why’s

In essence 5 Why’s is a pretty simple process for identifying the real causes of a problem, some might even go as far as to say it’s “just common sense”.

The problem is that Common Sense aint always so common and regardless of common sense or not we all tend to let emotion and ego get in the way of our critical thinking. Often we choose the easy route to finding the cause of a problem and declare the “problem” really fast, then if we are lucky we get feedback quick enough to realise that the problem we thought was the problem wasn’t the problem, it was just a symptom of the real problem.

All to often though we aren’t lucky enough to get that feedback early on and we carry on in the belief that we have identified the problem (which we hadn’t) this can go on for years and this inaccurate problem solving causes £millions upon £millions of lost revenue, I’m sure there have also been countless thousands of business’s that have gone out of business due to wrong diagnosis of problems.

I see this all the time with websites, as in the example that opened this post the business owner had dismissed adwords as not workable, but the real reason for the lack of results hadn’t been un-covered.

5 Why’s coupled with the tools I mentioned previously can help to illuminate the route ahead and get to the cause of problems so you can make intelligent “data lead” decisions.

I was first introduced to the 5 Why’s over 12 years ago while I was working for Unilever, we used it to identify the problems that were holding up efficiencies with the production lines.

If you haven’t come across the 5 Why process before it goes like this, when you come across a problem that you want to get to the route cause of you ask WHY 5 times and the more you question the answers the closer you are to the truth.

So with a typical example from my engineering days we could have a machine that stopped production due to a breakdown, once the machine was back up and running we would analyse the problem.

Why did the machine breakdown? — Because a part failed
Why did the part fail? — Because it wasn’t correctly oiled
Why wan’t it correctly oiled — Because it wasn’t checked the week before.
Why wasn’t it checked — Because production was running flat out to cope with a large order.

This example only needed WHY to be asked 4 times to get to the route cause, you don’t always need to ask 5 times – sometimes you may need to ask more times to get to the bottom of a problem.

It would of been easy to write the problem above off and put it down to “part failure” but as we demonstrated that wasn’t the problem it was just a symptom of the problem.

The real problem was hidden under several layers of symptoms.

Without using 5 Why’s the real answer wouldn’t of been uncovered and the factory would of carried on blissfully un aware of the real problems and blindly stumbling around in the dark.

How can you apply this thinking to your website? what truths about your website may turn out to be false?

Don’t sit there in the dark…

Once you have an indication of a problem start to use the 5 Why’s process and combine it with the tools I mentioned earlier…

First identify and individualise each and every different traffic sources pointing to your website – make sure were ever possible your links are tagged — this is especially important when you are using paid traffic, you want to make every click count so don’t loose the data amongst the generic clicks.

Once you have identified all the different traffic sources dive into the data and see how each of them are performing, use quantitative tools such as analytics as well as qualitative tools to get user insights such as Hotjar.

Then when you have some better information about what the real Route Cause of the problem is you will find it a lot easier to come up with a successful solution.

If you apply this kind of Critical Thinking to every part of your business you will find it is a lot easier to get great improvement results and build upon success.

Approaching things in this way could create a fundamental shift in your business — I have seen it many times and will do so many more.

Let me know in the comments how you have used this kind of Critical Thinking to generate Conversion Improvements in your website.

10 Reasons to Obsess Over Conversion Rate Optimisation (CRO)

April 15, 2016 by admin

Focussing on increasing your conversion rates is more important than ever with increased competition, ever increasing ad costs and the constant need to make the business more profitable.

Here are 10 reasons why focussing on increasing your conversion rate should be your number one priority…

1. More customers for FREE – If you make an improvement that is successful you will generate more customers than you did yesterday meaning that you got a whole bunch more customers without spending a penny on advertising to get them – I don’t know about you but I like that (a lot)

2. More advertising options available – Optimising conversions generates a positive feedback loop – not only do you get more profit & more customers but because you are paying less to acquire a customer you can look at advertising that before has been out of reach such as TV advertising which is notoriously expensive.

This will push you further ahead of the competition.

3. You can pay more for traffic – Buying traffic and turning it into customers at a reasonable return is key to having a successful online business, by increasing your conversions you can drive down the Cost Per Acquisition meaning that you can now pay more to acquire a customer.

4. The early bird catches the worm – Other wise known as the First mover advantage, the fact is not many of your competition are focussing on conversion optimisation at the moment so you have the advantage to really get in there first and dominate the market before they do, over the coming years CRO is going to be huge – it’s most neglected but most important part of online marketing.

5. Your Customers will like you more – Focussing on improving your customers experience of doing business with you not only will you get more of them to become customers but you will turn more of them into evangelists of your company – this is know as the Net promoter effect.

6. The slight edge – Often it doesn’t take a huge amount of effort over and above what everyone else is doing to be the best. Small incremental increases can compound over time to give you a huge advantage.

This is most obvious in sports, the best sportsmen the ones that take home 95% of the royalties and get paid massively more than everyone else often just train a bit harder, focus on their fitness a bit more, drink less, sleep better than the rest.

Image credit

7. Best way to incrementally increase profit – Many costs are fixed in a business and there isn’t a lot you can do to reduce them, your inventory or cost to deliver your service is pretty constant.

Often your spend on advertising is the same if you spend more on advertising you often don’t make that much more profit due to the cost of delivering your product or service.

But if you focus on incrementally increasing conversion rates you see the result directly in your profit, this to me is as good a reason as any to obsess over optimising.

8. Your business can cope with problems better – If you are more profitable the next time there is an economic meltdown your business will be in a better position to deal with it (unlike your competition that aren’t focussing on improvements – yet)

9. Reduce stress on support staff – With a higher percentage of your sales coming from online due to higher conversions this will lead to reduced phone calls and emails to your support staff, giving you the option of deploying them into other areas or recruiting less (again giving more profit).

10. Happier business owner and or investors – Effective conversion optimisation can be a pressure relief valve removing the stress out of the business, no longer will you lay in bed staring at the ceiling wondering what is going to hit you next.

Hopefully you are now chomping at the bit to start optimising your business, if you do this right you will develop what Warren Buffet calls a “moat” around the business’s he invests in – an insurmountable obstacle between you and the competition.

What should you do next?

Risk Reversal – Conversion Tips series

March 22, 2016 by admin

There are lots of tricks to getting higher conversions on a website, in this series I am going to cover some of the most effective, that you can implement right now to increase your website conversions…

The first one I’m going to cover is Risk Reversal.

This works well because it helps to shift some of the concerns your buyers have around making a purchasing decision.

In most transactions all of the risk is with the buyer, buyers know this, they feel it, it’s part of the internal dialogue going on in their head while they are weighing up whether to get their credit card out or reach for the safety of the back button.

The more you can make them feel at ease and remove their objections to buying, the more of them will get across the line, increasing your conversions.

Often the simplest way of doing this is by introducing a guarantee, however often when I suggest adding a guarantee or making their current guarantee stronger and un-missable business owners get a little edgy.

I get it, it’s a little nerve wracking putting a solid guarantee out there next to your “buy my stuff” button, we all naturally assume that firstly we will get an influx of dis-honest purchasers that will abuse the guarantee, and secondly that by advertising a guarantee we will get more returns.

This just isn’t the case (in my experience).

Every time I have introduced a guarantee it has increased conversions – but returns haven’t gone up at an equal percentage.

It should go without saying that your product or service has to be good enough to put a guarantee on, you should never use these sales tactics to sell a product that should never be on the market in the first place.

Here’s Why Reversing the Risk Works…

In a normal sales transaction all of the risk is with the buyer, buyers are well aware of this, the little voice inside their head is telling them about it “what if it doesn’t work” “what if I don’t use it”

So, in order to get more people over the line and purchase you should assume some of the risk and as a general rule of thumb the more risk you assume the more the sales will go up – there are some exceptions to this, if you go too far the opposite will happen and you will hurt your conversions. The little voice in people’s heads will now be saying something like “they seem a bit desperate” and as we where all taught when we where kids

“if it sounds too good to be true, it probably is”

Don’t push it too far. To get you thinking along the right lines here are some ideas…

Standard Guarantee

Most companies selling stuff online offer some sort of guarantee, normally this is the minimum they are forced to offer by the government. The problem is that most of them see this as a negative thing and are not advertising it or using it as a “sales motivator” or “Unique Selling Proposition”. Most of them keep their returns policy hidden from view in the small print of their website. Their un-educated loss is your gain!

Money Back Guarantee

If you currently don’t offer any form of guarantee – start offering one, just make sure it’s in a prominent position on your web pages.”3 month unconditional 100% refund guarantee”

If you do offer one how can you improve it? if it’s a 3 month guarantee what would happen if you made it a Lifetime Guarantee? this type of guarantee is great for people selling information and as a rule the longer you extend the guarantee for the fewer people will take the offer up.

You can also include some caveats to weed out the chancers that want to abuse your good nature.

Premier Inn offer a Money Back Guarantee on a “good nights sleep”

Refund + offer

In this scenario you could offer a 110% refund. “if you don’t absolutely love your new widget, send it back to us and we will give you a full refund + £100 for the inconvenience”

This works extremely well because you have not only reduced the risk to the buyer to zero, you have also shown your confidence in your product by offering to pay people for their time in the unlikely event something goes wrong.

Zappos.com are great at this, they offer a 365 day guarantee, not only that but you can order 2 pairs of shoes try them both on and return the ones you don’t like and they will pay for the return shipping

Free Trial

This is really common in the SAAS industry (software as a service) by offering a free trial you reduce the risk to almost zero – there is still the risk that you could waste your time. Depending on how you set this up it can work really well.

The free trial is great for selling everything from subscriptions services to cars.

Get Response an email marketing platform increased people signing up to a free trial by 158% by adding a second option to their home page of the free trial – what’s more they didn’t decrease the sales.

image source VWO

Free + Shipping

This type of risk reversal is really common when selling physical books and is a great offer to acquire someones physical mailing address, to generate some initial sales and can be tweaked to hit the best seller lists. Normally the author gets the books at a discount and some recover the cost of the book in the shipping.

This works really well because you are removing the cost of the book completely and only asking for payment to cover your costs associated with the shipping – everyone knows the postal service charge for their services, then there is the cost of packaging on top so it’s easy for people to justify where this added cost is going.

Tony Robbins recently did this with his book Money: Master The Game

Normally on the back end of these offers there is an up-sell of some description.

What Now?

Now it’s over to you, how can you implement this into your business to remove or reverse risk and increase conversions?

Stay tuned for more sales increasing Conversion Tips over the coming weeks.

How to Correctly Use URL Tracking With URL Builder

March 7, 2016 by admin

When it comes to getting growth online it’s imperative you know where all your traffic is coming from, how it’s performing and that you can segregate it depending on the source.

If we step into analytics we want to have all of this data at hand, so we can make intelligent decisions and grow like a weed.

Sometimes there are holes in the data inside of analytics, one of the main sources of this is links that are not correctly tagged.

One example of this is if you are linking to your site with banner ads, maybe you have ads on multiple pages or are testing different ads, how do you know which ones work best?

If you don’t correctly tag your links all you will see in analytics is a referral from the website you are advertising on.

Another really common issue is tagging of PPC traffic from Bing.com if you don’t tag the url’s that you are using in your adverts then inside of analytics all you will see is this

Correctly tagging bing ppc traffic in analytics

Yep, analytics can’t tell the difference between organic traffic and PPC so any traffic it sees from bing.com it lumps together under the source Bing/Organic.

The problem with this is both sets of traffic could be behaving differently, but you can’t tell because you can’t separate them.

With adwords this isn’t a problem, Google auto tags any links from inside adwords adwords so that analytics can pick this up and separate the organic from the paid.

How To Tag Your Links?

We have discovered the problem, not being able to separate and segregate our data. What we have to do now is fix the problem by adding an analytics friendly url tracking code to the end of the URL after the ?

such as http://conversionhouse.co.uk/?[add code here]

The code that needs to be added is called “UTM code” basically it’s code that tells analytics more information about the source of the traffic, if you tag it properly you will be able to segregate this data inside of analytics and get better insights about the performance of the traffic.

Luckily we don’t have to do all of this manually, Google has a free tool to help us generate UTM code to tag our links – we’ll get to that in a minute…

For any of you that are interested and have to know what every acronym stands for (me included) UTM stands for Urchin Tracking Module, Urchin analytics was the company that Google acquired because they wanted to get into the analytics game.

Urchin then basically became Google Analytics and as GA evolved it kept some of the functionality of Urchin, hence where the UTM tag comes from.

To use Google’s URL builder for url tracking simply go to Google URL Builder

You will be presented with this page, then just follow the instructions… Firstly add the URL you are driving the traffic to (the landing page).

Next add Campaign source – where the traffic is coming from, in this example it will be Bing.com

After this add the Campaign Medium – what the traffic is, therefore we will use PPC or CPC would be good enough.

You want to add identifiers that you are going to be able to remember and identify when you are looking through analytics in 6 months time. For the bing traffic example it’s fairly easy to work out what should go into the source and medium fields, however if you are tagging other links such as from email, social media, banner ads etc you may want to give some more thought into what describers you use to tag the traffic .

How to use google url builder to correctly tag your links

The next part of the form are optional extras, for this example because we are driving PPC traffic we want to fill then in with more information about our ads, such as the keyword used and an identifier for the ad.

Sometimes I won’t use these, for instance if it’s a link from my email signature, I can get enough data from just filling in the other fields.

The next and final step is to name the Campaign, again you will want to give this an identifier that you will recognise.

The next step is pretty obvious – Hit the button dude!

The URL that is generate will look like this…

Traffic going to this link will show up inside of analytics, got to Acquisition > Source/Medium like this…

and any organic traffic from Bing.com will now show up like this

Now we can tell the difference between this traffic inside of analytics and see how the different sources perform, then we can then make decisions accordingly.

Because we have added the extra identifiers for the keyword and ad set name we can also dig down further to get this data as well

Note:

If you are clicking on your links to test them and then looking inside of analytics straight away you may not see the data > Universal Analytics has a time lag. If you want more instant results you have to pay for Analytics Premium (yeah Google get you like that).

Some other times you will want to use the URL builder are…

Forum signature links – so you can split test what signature is more effective and split traffic from other links on the site.
Email signature links – same reason
Links from a website.

Here is a screenshot of how this data shows up for some of my links

Notice the two different sources from 4networking by having my forum signature tagged I can tell what that traffic is doing on my website.

The other “referral” is from a link that isn’t tagged, it could be from my profile or it could be from somewhere else I don’t know because I haven’t tagged it.

Conclusion:

Hopefully this post has given you a kick to start using the URL builder and start getting some better metrics inside of your analytics, it’s pretty simple to tag URL’s and the added insights it gives you inside of analytics is priceless.

Remember If you don’t correctly tag links to your website with URL builder your data is at best incomplete and at worst just plain wrong – that could mean you are making important decisions based on what you believe to be true and actually isn’t, this could be costing you a lot of money over the long term.

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This conversion optimisation tips video is for Easy Rest Beds http://www.easyrest.com/

Website Conversion Tips Video for Giggling Hedgehogs

April 10, 2015 by admin

This website conversion tips video is for Giggling Hedgehogs www.gigglinghedgehogs.co.uk

Conversion rate optimisation tips video for Hertford University

April 6, 2015 by admin

This is a video of Conversion Rate Optimisation tips that I shot for the University of Hertford, with a particular focus on how they can increase the new student applications from their website.

Are you making these mistakes on your website?

Here is the transcript of the video…

Hello David, I’m just at the University of Hertford website doing a conversion analysis for you. First thing I notice when I come to the website, I like how the website is set out. You’ve got a bit of space between some of the different modules you’ve got here, which is good. It’s easy to read the text here and things are settled quite well down there.

One thing that I think is going to be causing an issue with the conversions is the rotating image, the image slider is taking up a big portion of the top of the page and this section of the page – the above the fold section – is the section where it gets the most views from people. It’s the section where people are going to see as soon as they enter the website and in this section you have to grab people’s attention and give them a reason to keep reading. Otherwise they’re going to hit the back button if they can’t find what they’re looking for quick enough. So, generally these rotating images have a negative effect on conversion. So, something you can do to test what’s having an effect here or not, is just using one fixed image and test that against the slider. I think also the students coming here or your visitors in general are going to be searching for something if they come to the home page. They may not always go to the home page but they’re quite often going to be searching for something because you offer a range of courses and other services so making a prominent feature of the search box I think is going to be advantageous to you. You’ve got the search box up here but there’s no copy, no guidance as to what it’s for. You don’t mention don’t hear find a course, which is good. I would guess that the students coming here are going to use that box quite a bit and you may find that by putting that in a prominent position up here and having a big box for it will increase your conversions through to the course page.

I did have a look at some of the other universities to see what they are doing. Open University – even though their website isn’t all that from their homepage, from this page which is where I was directed after Google search – they do have a request a prospectus and in order to do that you have to fill out a lot of details on the form. What they’re asking people to do on the form is too much to get good conversions for that. It could be a multistep form but something similar to that on your website would do well. If the University can build a mailing list of students and maybe you do that on individual list of courses but asking people for an email address for a prospectus that may be an overview of all the courses, that may be something that works. You can get them onto a mailing list and then you will have high conversions because you will be front of mind of students when they come to choose their university or apply for University. They are probably going to be doing a lot of research into your university quite a while before they actually come to apply so that’s something that could be investigated and you could test. I think that the University would get some good conversion increases by doing something like that.

Another area you wanted me to look at was the Business Services. So if I go back to the homepage, actually let’s just go to the Open University. There’s another page that I wanted to quickly show you. It’s their actual homepage which isn’t the page they direct people to from the Internet but down here they have a big find a course box. Now, I don’t think yours need to be this big but if this was up higher, it would be an interesting test to run and I think that you would find that you would get a better click through percentage of people taking them to the individual courses and then you have to convert it from there but that’s a different topic really. I can look into that if you would like me to.

So let’s go to the homepage. Business Services is quite prominent up here. I don’t know if the menu, because it’s in front of the image, to me it’s causing some issues.

Maybe it’s just me, maybe it isn’t causing the issue with conversion but that is something that can be tested against a different one without the image behind it.

So let’s go through the business services. Okay. That’s quite good. I’m not sure about the box here, the image here but I’ve said about images on the homepage, so that’s something that can be tested. But you have some boxes here which call to the businesses and maybe you can change some of the copy.

But “Recruit Our Students”, if a business is coming here to do that that does exactly what it says on the tin; so I think that’s good. “Develop Your People”, that’s pretty good. Courses designed to help you gain skills…okay. That’s quite good. Right, I did want to go to the market research one so let’s go to it. When I come through to the Market Research Service, which is the other card that you gave me, I think you have case studies here. Now case studies work really well on websites. People like case studies and if you can incorporate a case study in the page rather than clicking through to a case study, I think you will have better results.

Also, you have down here a testimonial, having more of these around on the page is good. People like the social proof. They like to see you’ve been able to get results for other people before they engage you; so that is good. You have your call to action here, which is your phone number but you also have three options.

Generally if you give people too many choices they don’t make any so if you decide which one you are getting the most – maybe just give two options and find out between completing the enquiry form and is sending us an email – your analysis will tell you which one of them you’re getting the most responses from, so I would focus on that. I would make the phone number on the more prominent and make a call to action saying something like “Call our Market Research team today to find out how we can help you.” Similar to what you have down here but I’d make it more prominent, have it as a header and I think that will help you get more calls.

You can test also giving people a guide to how you can help them and asking for their email address for that guide. That way it’s a lot easier to sell to people if you can build a relationship with them by getting them onto a mailing list and gradually develop trust and the relationship with them. You can then demonstrate your skills and how your services can help people. It’s very difficult to do that in a single webpage because people have a lot of different questions they need answered. On the whole though, this one’s not too bad. I don’t like the header up here; this image where the [viewer] kind of looks into the room. I find that quite distracting so that could be tested against something else.

There was something else I noticed on here. No. There was an issue – now I don’t know where it is – with one of your boxes opening up. Maybe it’s on the other page. Yes. See, these boxes are not formatted correctly. They are hidden behind the other box there on the left-hand side of the page. I noticed that on several of them that there was something similar. So that’s something that’s probably just ordering on the page that can be sorted out fairly easy but that’s going to be causing a problem because people can’t actually read what is going on here. So that is something that you need to sort out.

Apart from that, hopefully you found it useful. I’ve given you some ideas of things you can test and look into changing on the website to increase your conversions. If you want me to get into anything deeper then please get in touch and I will do my best to help you. Thank you very much.

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