Our first step in the process was to make the site have more of a structured feel. The past design had quite a bit of text on the home page and the content area had around a dozen different directions available from the home page. The content in the shopping cart area was organized into a few broad categories with too many choices.
Our Approach
First, we re-organized the shopping cart area into more specific categories to make things more intuitive to find. Next we cleaned out the content area of the home page, trimmed the text down and added some nice photographic images to depict a few of the more popular categories. In the end, only 4 categories were show-cased on the home page.
After design came the all important keyword research. The first thing we looked at was the old keyword terms in use. We saw a lot of fishing video, hunting video, etc. but became evident that the last time this site was optimized there was not YouTube and internet videos were not the norm.
In today's searchable content videos are all over the place. We concluded people were coming to the site to see hunting videos, and when they found out it was DVD's they quickly left the site which was hurting our conversions. We researched new terms around DVD's and VHS to get qualified traffic to the site and raise conversion rates. The results surprised even us...
July 2007:
We made our changes the last week of July.
August 2007:
The first full month after the changes have gone live. A 7.1% conversion rate blows the previous conversion rates out of the water.
September 1-20 2007:
About 2/3 of the month as an example. Conversion rate is over 8%
Quality analytics helped us track the conversions on the site allowing us to show the client the immediate results of our work on their site.
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