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Now supposing that you are getting a good proportion of clicks through to your site, and your SEO has helped you appear in the top 3 pages, but people aren’t buying. This is where you need to look at website optimisation in its broader sense.
Fen Digital can help by taking an objective view at the online experience and identifying any usability barriers that may be causing potential customers to click away. We will normally recommend installing detailed visitor tracking on your website so that it is possible to study user journeys and understand at which points users are abandoning your site.
Causes of under performing websites
Normally, poor website performance is down to a range of linked factors. It may be that the design and branding of your site are failing to match customer expectations, that it is too difficult to find information on products, services, prices, or on your delivery policy.
Maybe the photos of your products are too poor in resolution to sell their benefits properly or that the ‘buy now’ button is not prominent enough. Maybe it’s down to a checkout process that often throws out unfriendly error messages that would need the customer to have a computer science degree to understand them.
Any of these factors can have a detrimental effect on visitor confidence and lose their trust in your company to provide the quality of service they are looking for.
Helping you succeed online
John Waddington, website optimisation consultant at Fen Digital has 22 years’ experience of assessing the usability of information, and in the last 6 years he has focused entirely on advising companies on how to improve their online strategies.
He has been called in by a wide range of organisations to audit the usability of their websites and propose optimisation fixes. Clients range from high profile organisations such as the European Central Bank, the Cabinet Office, BMW and Renault, to small online stores and limited company websites.
Fen Digital’s track record of success speaks for itself. Our integrated approach to website optimisation – stretching from the point a user sees your company listed in Google to the point of sale or enquiry – is, we believe, unique.
Download our free website optimisation guides
 SEO and website optimisation
Optimising user experience
For more information
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