Website audit

 
 

Find out how customers really feel about your website

 
 
 

 Highlights:

✓ Quali-quant best practice review

✓ Interviews with audience for insight

✓ Reveal success factors

✓ Expose emotional barriers

 

I was originally inspired to create this method, by some tech geeks from Singapore. We were part of the digital start-up crew at Ogilvy who were figuring out how to use the internet use the internet while creating it.

Get experts to score you vs the competition

The techies used a quali-quant audit tool for consistent team review and rating of site features. I built it into a tool to assess customer benefit. With a systematic method, your and your competitors’ sites are scored and ranked.

Talk to people and watch how they really behave

Add on research interviews, to understand the feelings of your audience as they go through the site. Listening to them talk about what they take-away from your communications uncovers wins and barriers. Dialogue can reveal emotional reactions that can inspire you to make impactful changes.

 
 

Allison Laux Consulting Inc. Learning
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Financial services category

 

A comprehensive review for a leading Canadian financial services provider uncovered an emotional barrier, which explained high user engagement but low conversion. 

The actionable insight:
Although website visitors were interested in the product, they froze when they received a 'personalized' product recommendation. This led to site abandonment. Visitors had answered all the questions in the tool and, until that point, had not dropped off.  

The research revealed that:

  • they actually didn’t understand many of the questions and faked their answers

  • lacked confidence in their ability to give accurate info about their needs

  • didn’t believe the personalized recommendation was right for them - and gave up

 

 Brand Strategy >