Browse caught up with Blueleaf's Principal Strategist Jenny Lomax to gain her insights on the retail ecommerce world. Jenny, probably the most straight-talking member of the Blueleaf team, simply said "if you're not going forward you're going backwards", it's that simple! 

Here are Jenny's thoughts...

Continuous optimisation is your friend. 

You’ve recently gone fully responsive with your ecommerce website and you are hitting your sales targets with mobile and tablet users enjoying a better experience. Your marketing efforts are paying off and traffic to your website is higher than ever with the new blog and content strategy....things are going very well!

But the cycle continues – your competitors are replicating your successful new website features, vying for the attention of your site visitors and all the time your website revenue targets are on the up. So what do you do?

No matter how good your website is, there is always room for improvement. By implementing continuous optimisation, every single day is an opportunity to work towards increased revenue.

Turn more of your website visitors into customers

A key method we use is conversion rate optimisation – the concept is simple, we create two or more versions of a page, measure the performance by splitting traffic between the pages, and then implement the winning version.

The changes can range from small - such as  tweaks to copy and button colour, to large - with the roll out of a new service and entirely fresh product page layout.

Each is tested for the right amount of time to account for anomalies in the sales cycle, and the results reviewed. Are they conclusive? Have they been skewed by an event? What have we learned? Have we just moved the problem? Should the change be made permanent? Do we have new insight that requires a change to the testing plan?

And so the testing continues to feed into the continuous optimisation. Each small improvement adds to the overall conversion uplift throughout the year. So I leave you with the following question:

What would a 5% increase in revenue from your website mean to you?