Optimising e-commerce

Problem: A High Street retailer wished to optimise their various e-commerce websites.

The original sites were working adequately but there were differences in performance between them, particularly in conversion rates, so it was clear that improvements could be made.

Obstacles to conversion

Process: It appeared that there were a number of obstacles to conversion.

In order to understand these obstacles, and to identify ways of eroding them, Amberlight ran a series of lab-based user tests using eye-tracking technology.

We were then able to analyse the obstacles in detail, prioritise them, and suggest practical ways of working round them.

Outlining the solution

Solution: From our detailed insights into consumers and their perceptions about the brand and its websites, we were able to suggest solutions that worked for the different audiences on the various websites we had explored.

Detailed analytical reports, complete videos of the test sessions, and a complete record of individual problems were delivered to the client, alongside workshops where the issues were discussed and actions agreed.