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Re-imagine what your website could be: an interactive online podium that showcases your brand, drives conversion rates and turns repeat customers into vocal brand advocates.

Over time, even well-designed websites can fall below the curve, as trends and user preferences evolve. The reality is that relying on a few nice images and a contact us form could be costing you heavily year on year; while it’s possible to increase your revenue each month simply by optimizing your existing site. By closely monitoring information from heat maps, conversion funnels, user journeys and goal completions, it’s possible to pinpoint exactly where visitors’ pain points are – and start solving them!

A good website development team will be equal parts designer and data scientist.

Why you should be looking at conversion rates

Put simply, conversion rates will tell you how many of your website visitors are doing what you want them to do. It’s not just transactional: depending on where your visitors are in the marketing funnel, you may want them to sign up to your newsletter; download a white paper; watch a video; or get in touch for a free consultation. Effective websites help drive visitors down your funnel with the help of: strong calls to action, interactive content that adds value, clear messaging that tells your brand story, and other tools such as LiveChat agents or interactive FAQs.

ARIT Framework: 4 Steps to Improving Website Conversions


If you’re not using data, then everything else is just guesswork. Reviewing a few key metrics is not going to give you the full story: torture a statistic long enough and it will tell you anything.

Some data tells you what is happening: other data tells you why.

You need a consolidated view of different data sources in order to tell the difference between Janice, who browsed a high number of page visits in one session because she couldn’t find the information she was looking for, and Patricia, who browsed the exact same number of pages in a single visit because she was engaged and excited by your products.


Where do your website visitors land on your website from? Did they find you via a paid Facebook ad campaign or through organic search? The source of your website traffic likely affects what information your audience is looking for and can indicate what stage they might be in your marketing funnel. A site visitor discovering your brand for the first time will expect a different experience to a visitor with the intent of making a purchase, and your website needs to cater to both. AI tools are crucial in enabling a customised experience for every visitor. Personalisation is no longer a nice to have, it’s the new norm.

Mapping out visitor journeys with the help of heat maps and site recordings will enable you to truly step into the shoes of the consumer.


Once you have mapped out consumer journeys for the different personas visiting your website, you are in a position to better understand where your architecture falls shorts. For example, in order to improve conversion rates for newsletter sign-ups, we changed the form placement and simplified the reasons why consumers should register their emails. Newsletter sign-ups increased by 214% as a result.

Our clients commonly come to us seeking help with the following:

  • Lack of interactive content, such as video
  • Lack of engaging user experience, such as value-added content
  • ‘One-size-fits-all’ calls to action which do not cater to consumers at different stages of the marketing funnel
  • A site message which lacks clarity and uses ambiguous taglines


Now that you have identified opportunities to improve conversion rates, it’s time to test out your new ideas. Listen to the consumer: they’ll always let you know, indirectly or directly, what they think of your online experience. Keep an eye on changes in drop-offs and site navigation, as well as user behaviour from heat maps. Calls to action, headlines, and content segmentation are all examples of elements that can be tested to improve conversion rates.

Alternative ways to obtain feedback from your visitors is asking them directly. Polls, surveys (such as an NPS survey) and LiveChat logs are excellent sources of information that help you build a better picture on what consumers like and dislike.

About the Author


Manuela leads the Marketing division at IMS, advising clients on branding and market positioning in both Europe and Asia.

Prior to joining IMS, Manuela worked in financial regulation and compliance. Past experiences include representing France in roundtable discussions in Brussels for the European Venture Capital Fund (EuVECA) Regulation.

She obtained her LL.B (Hons) at UCL before graduating from Sciences-Po, Paris, with a Master’s in Financial Regulation.

Connect with Manuela Burki on LinkedIn

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