Absolute Translations have approached us in 2018 with an underperforming website, citing outdated designs and bad performance as the main pain points. We have verified their concerns and identified other bottlenecks with a comprehensive website audit. The audit was a foundation for a complete website redesign, including content creation, development and post-launch optimisation to ensure we have improved the performance and increased the conversion rate.
Absolute Translations’ website was already a few years old and was using outdated practices for SEO, design and web development. The biggest pain points we had to address were:
faster load times
overall conversion rate
paid traffic conversion rate
Our new designs revamped the user journey on the website. We’ve optimised or eliminated underperforming funnels, fine-tuned order of labels in the navigation bar, and more. Below you’ll find an example of the old “Languages” mega-menu drop-down, which was so large it was being cut off on smaller resolutions.
The navigation included a lot of unnecessary content, appending “translation services” to each language. This was an old SEO practice of including the full keyword in the hyperlink text. It made for poor user experience, making it unnecessarily hard to find a specific language and it was obsolete by the time Absolute Translations have contacted us.
The navigation bar lacked the responsiveness on many lower resolutions, breaking into two lines instead of transitioning to a mobile menu view. Additionally, we’ve identified in Google Analytics that many of the language pages in navigation are rarely ever visited, which begged the question of whether they were mandatory in the menu.
We’ve suggested a compact dropdown which only used the languages that are popular enough to justify putting them in high-level navigation.
The key element of the website used poor labelling and its performance was disappointing, especially on mobile devices where it occasionally took as much as 20 seconds to load a dropdown.
We’ve tackled the issues with a user-friendly design, using actionable labels and a search box in the dropdowns, which allowed visitors to quickly find a specific language among over 100 entires. To ensure visitors always have a call-to-action visible, the quote form was designed to “stick” to the top as visitors scroll.
When observing anonymous session recordings we’ve noticed that one of the key pages, the Contact Us page, had a broken layout on many tablets and desktop devices. The issue illustrated below made it hard for visitors to find the information they need. On top of that, the Head Office didn’t stand out from other offices, making an important element indistinguishable from secondary ones.
Our new design made the Head Office more prominent. We’ve made each address more informative by including a map preview, with each map linking to the corresponding address on Google Maps. Adding a hyperlink to the phone number and email allowed visitors to contact the company with a single click, rather than having to use manual input.
With a website optimised for performance and conversions, additional consultations to reduce PPC waste spend, and increased organic traffic, we’ve managed to:
If you’re looking to increase your conversions across the board and optimise the cost-per-conversion of your PPC campaigns, get in touch with our experts to learn how we can help you grow your business.