Homepage Review – Noel Leeming Homepage Review – Noel Leeming CREDIT: FIRST.

The Path to More Conversions: Analytics and Strategy

Thursday 28 May 2015, 12:16PM

With customer behaviour and preferences always changing and getting increasingly complex, it is ever more important to collect and analyse the right data to draw the needed insights for your business. These valuable insights would then form part of the digital strategy that will maximise the performance of your website and individual site pages. 

FIRST, a leading digital marketing agency in New Zealand with over 15 years of experience in digital strategy, analytics, conversion and search marketing, has developed a new methodology called Conversion Experience Scoring (CXS) that provides a percentage based indication of how well a company utilises conversion best practices on its website's homepage. The overall scoring shows the opportunity size the company has to address on conversion issues, to engage more visitors and increase online sales. 

Using its bespoke methodology, FIRST has just published an industry report showing which homepages are maximising their conversion opportunity online in the Home Appliances industry. Included in the report are the homepage elements or best conversion considerations used as basis for scoring the Conversion Experience of each company's homepage. The report shows that Briscoes is the CXS leader in the industry but is only ahead by 3%. Majority of the home appliance providers have homepage element score rankings of below 50%. Overall, there is a lot of opportunity for growth and conversion from all home appliance providers.

Additionally, to identify which category element is most present across all analysed homepages, FIRST gave a score (Category Element Score) to each category. All of the analysed home appliance providers scored low (below 30%) for Customer Service in the Category Element Scoring. By providing the best customer online experience, these retailers will be able to boost online conversions and generate more online sales. 

A website particularly, its homepage forms an integral part of a company’s online persona. By offering a good onsite user experience of the homepage, potential and existing customers can learn more and engage with the brand. 

As a Google Analytics Certified Partner, and with an experienced team of analytics consultants, FIRST leads the way in turning raw data into actionable business intelligence. Find out more on how you can benefit from a Conversion Rate Optimisation (CRO) strategy by visiting the FIRST website and downloading for free the full Home Appliances Online Conversion Industry Report