Creative Technology Director
based in London UK

When reviewing website performance, we noticed that competitors were ranking for terms related to ‘Skincare Routine’ and offered users various tools to provide advice. However, most competitor tools were not very helpful.

In order to grow rankings in this space and offer our customers a superior experience, my team helped Nivea design, develop and deliver an advanced skincare routine builder tool.

UX & Design

As a first step, I supported the team in mapping out the requirements of the tool and help make sense of the number of questions and outcomes required to deliver a really tailored product and advice recommendation. We developed the range of questions and question types needed to capture the right information from the user. Once done, I oversaw the UI design, working with our team designer to ensure we captured the brand of Nivea and delivered a modern and user friendly interface for our tool.

Development

I oversaw the development of this tool, working closely with our developers to outline the requirements and required functionality, define the architecture and QA the final product.

Conversion Rate Optimisation

Following the launch of the tool, we made further improvements following a review of user behaviour and analytics. We identified that the largest dropoffs happened on the first and last step of our tool and made design improvements to reduce this

I’ve known Stacy for many years and was delighted when she asked me to help her create a website for her calligraphy business. She wanted something clean that allowed photos of her work to stand out while allowing the flexibility to build out content for SEO on a regular basis.

Design

Stacy wanted something clean with pops of colour that worked well with the colour palette of her calligraphy work. The site has been created with content in mind, and was designed to be fully modular so that Stacy had the flexibility to add new pages and content without the need for a developer to constantly support.

Development

The site was built on WordPress with an entirely bespoke theme to ensure a consistent look and feel. The theme itself is fully modular and has a flexible page builder available to allow Stacy to easily update her site ongoing.

When we were initially introduced to Talentful, it was to conduct a Technical SEO audit. However, it became quickly apparent that Technical SEO wasn’t going to help achieve any uplift. Rather than simply quote for what Talentful asked for, I proactively put together a proposal for a website enhancement retainer to improve their user experience and conversion rate.

Without the budget for a large website rebuild, we made massive improvements to Talentful’s existing site in a monthly retainer to better explain their current offer rank for more relevant keywords. The results have been impressive and we’re continuing to make improvements.

The website needed to improve results.

We focused on:

• Educating and engaging users: The powerful content needed to be promoted.
• Optimized user journeys: User experience wasn’t effective and direct.
• Efficient build: The slow and unresponsive site impacted conversions.

How we updated the website and improved conversion rates.

• Added trust-building content
• Created valuable content
• Showcased their success
• Made the blog relevant
• Created a conversion-focused contact page

Talentful has shown us the power that conversion rate optimisation can have on a website. You don’t need big budgets to re-invent the wheel when you have a good website as a base, but making sure you are giving your audience the right information at the right time makes an incredible difference to performance.

Some key successes

• 77% increase in organic sessions
• 46% increase in direct sessions
• 358% increase in website conversions
• 159% increase in website conversion rate

I have been working with Children with Cancer for about 6 years and have supported them through multiple rebrands and conversion rate optimisation on their website. Some of the activities I have supported with include:

User testing

Running user research sessions to understand how their users, particularly potential donators, experience the website. Our insights from user testing, heatmaps, session recordings and analytics, and our insights into the success of the new landing page helped us to create a modern and edgy site that not only appealed to the target market but increased the conversion rate too.

Speed optimisation

Deep analysis of the site performance showed that most of the pages loaded quite slow which could cause more drops off. We made several changes to improve site speed and create a faster journey for users by removing unused javascript, compressing and minifying the CSS and prioritising above-the-fold load times.

A new website design

We redesigned the website following & scaling their brand identity, testing user journeys and solving the business goals first. We aimed to create a friendly, trustworthy educational website that showed significant improvements in its performance. We have since rebranded the site 3 times over the years to keep in line with the charity’s mission and vision and reflect a cleaner and more modern look and feel.

Increased conversion rate

When the new website went alive, the overall traffic raised by 21%. The simplified and clear user journey helped to convert the incoming traffic to donations and increase them by 40%.

Some key successes

• 59% increase in cash donation conversion rate
• 13% increase in average time on page
• 38% increase in direct debit conversion rate
• 61% reduction in page size

RED Driving School is the UK’s biggest and most reviewed driving school on Trustpilot. However an aged, unattractive site in a slow visibility decline was holding them back from growing the business.

We needed to act fast, competitors had all drastically improved their website’s and RED was falling behind as the market leader.

A strategic approach was key. The new website needed to be informative and supportive for nervous learners, convert users, surpass competitors and retain (and improve) rankings online.

Secret shopping and interviews

Some secret shopping and surveys with users looking to book driving lessons told us that users were put off by the old-fashioned design and felt a lack of trust in RED. However, upon ringing the call centre, they were immediately impressed by the service and signed up. We needed to bring the success of the call centre onto the website.

Detailed migration plan

Organic traffic was incredibly important for RED and drove most of their traffic, which meant the company could invest less in paid advertising. The new site could not risk any loss of rankings on Google and needed to be the first step to improving a steadily declining visibility.

Outdoing competitors

RED’s competitors had all invested in new websites recently and RED’s site was miles behind design-wise, however, RED had years worth of valuable content for learners that was hidden within an unintuitive interface. A new design would pull out this valuable content and provide learners with an insight into RED’s superior experience and support.

Improved conversion rate

A slick new design alone would improve user trust in the brand. However, we also made trust signals such as user reviews on Trustpilot, impressive company stats, USPs and nationwide coverage and help and advice more prominent sitewide.

Some key successes

• 122% increase in conversion rate
• 29% increase in organic sessions
• 27% increase in organic visibility
• 5.5 place increase in avg. ranking position

When 3 of the top ophthalmologists in the UK join forces to create one world class clinic, it is only fitting that we not only build a standout website but retain as much authority from the old sites as possible.

We were operating in an extremely competitive space against some very renowned and established clinics – building a website that would work seamlessly with the marketing strategy was key.

Keyword analysis

Keyword analysis helped us design a website structure that would allow us to rank for important keywords. We also designed key landing pages for PPC keywords.

Competitor analysis

In such a competitive space, we would need to standout. As a brand new brand and site we would lack the brand awareness, domain authority and rankings of our competitors and so would rely on the strength of our PPC landing pages to get conversions.

Migration strategy

We wanted to start gaining rankings as quick as possible after launch by transferring as much domain authority from the 3 old websites as possible. This required a detail migration plan that mapped out the content and urls to merge and migrate to the new site.

A new slick site

A brand new, premium clinic with top of the range technology needed a slick and premium looking website to match. We took new photos for the website and created a design that was modern, classy and better than all competitors.

For the past few years I have worked on a wide variety of project for Samsung across their eRetail and their .com website.

User Research

From understanding how users research for a high-end TV to developing a bespoke MVT testing tool for collecting user feedback for new product launches, I’ve helped gather insightful user feedback for Samsung to help improve their retail product pages and develop best practice guidelines for retail content.

Ideation for conversion rate optimisation

Leaning on data lead insights from our on-site analytics as well as user research, I worked with the data and dev teams to develop ideas for A/B and multivariate tests on the Samsung websites for Europe. I also supported on the UI design to create mockups and working prototypes of all test ideas. Our tests have so far yielded just under a 10x ROI and about €14 million.

This project consisted of a full rebrand from Potrell to Vivo Property buyers and we website rebuild. After some detailed usability research and competitor analysis, we realised that a general distrust of the ‘Sell your house for cash’ industry was driven by a very DR approach that failed to empathise with the user’s questions or potentially difficult situation. We created a new brand and site that emphasised trust, family values and free advice.

• 25% increase in Domain Authority
• 88% increase in Organic Traffic
• 100% Lead Ownership
• 3x increase in the Conversion Rate