Have you ever walked into a shop and had to jump over a few obstructions to get to the product you wanted to buy, then had to take it all the way to the 5th floor of in order to buy it?

Clearly, the answer is 'no'. The reason is that retailers have decades of experience in making it as easy as possible for a consumer to buy something. They spend time and money working out the best way to lay out their stores. They signpost everything, put their bestselling products up front and put related products next to them.

Retailers know how to sell, and online retailers who don't consider such issues are missing a significant trick. It has been said that having a poorly laid out website is akin to having a grumpy salesman - a significant barrier to success. 

Onsite and offsite – working together
At atom⁴² we understand the intrinsic relationship between driving a high volume of relevant users to a site and making sure that they are greeted by a user friendly ‘shop floor’.

While our media metrics will always be important to us, we know that our onsite metrics are even more so. Basic modelling shows that a small percentage increase in site conversion rate often outperforms a similar reduction in cost-per-click (CPC).

Optimising onsite conversion
We work to optimise site conversion in a number of ways. We use specialised cursor click tracking technology to see exactly where users are clicking on a page, as well as which pages they exit on.

We have also had great success optimising conversion funnels to ensure we don't lose people along the way, as well as live testing of two different variants of a page to see which performs best.

We then liaise with the web design team to mock up improvements, which we test in a live environment. All of our changes are evaluated and reported on, making every change accountable.