Firstly, Austin wanted us to optimise the usability of his website to improve the user experience, increase membership and maximise retention rates, so we sat down with him to carefully consider his target demographic and exactly how his website could be improved.
One key area was his “Flash fiction contest” page. It had a lot of information which needed to be better organised and accessible, so we suggested a “filter toolbar” to allow visitors to select stories by author, genre and more. This turned a cumbersome and lengthy page into one which was much more streamlined and allowed users to instantly find their chosen story within seconds.
Next, we integrated our content management system (CMS) into his existing website design so he could add, remove and edit pages with no design knowledge required. The simple interface made it easy for Austin to manage his website content and keep it fresh for his visitors.
One of the biggest improvements involved our work on the sales page for his book “How to build a powerful writers platform in 90 days”. The page was failing to convert to an acceptable standard, but after an analysis, we identified a number of fixable bottlenecks. This included poor use of above-the-fold space, ineffective sales copy and poorly contrasting call-to-action buttons.
With this information to hand, we created a new sales page which focused on key selling points (including a money-back guarantee), improved copy, high-impact call-to-action buttons and a far more effective sales page layout. Since these changes were implemented, the conversion rate has increased by a massive 40%.
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