Sashay Dance’s website before and after the website usability audit I conducted for them.
Please note, I gave design advice, but these designs are not mine – we were looking at the content with design advice.
Sashay Dance run dance classes throughout the UK for hen parties and groups. They had a website which Sarah, the owner, had created herself. It was bright and colourful but there was lots of room for improvement in terms of the usability and user journey.
For instance:
- the main dance offerings weren’t obvious
- links were fancy images not buttons
- content was duplicated.
- the user journey was confusing
- pricing was hidden
- there were chances to upsell
- there wasn’t a map of where she hosted the classes
In our initial chat, we spoke about her target audience and the problems and questions they may have when visiting the site.
Sarah made some changes straight away – this isn’t unusual as I give lots of tips in any initial web usability chat. She then put lots of effort into implementing the changes I had written up for her after I had finished writing up her audit. I also gave her a wireframe showing the outline layout for an updated homepage.
She has implemented changes such as
- city maps for location of the venues
- updates to copy
- layout updates
- improved CTA messaging
- overall structure of the website
- adding stats added for credibility
- less duplicated content
- songs not being hidden
Implementing the changes I suggested, plus returning to doing some Google ads meant enquiries went up 25% that month and 75% up the month after.
A much better converting website led Sarah burnt out which was a blessing in disguise as she reassessed her whole business including pricing. She added a more premium service – offering customised song mixes 2-3 songs as standard (at a high price point).
Sarah is much more proud of her website and can now concentrate on other aspects of her business. She’s continuing to update her website, with my audit in mind, whenever she has new content or offerings.
Although I wasn’t pleased that she burnt out because of the changes to her site, I am glad to see how much of an impact the web audit had on her.
Want to improve conversion on your website?
To view the Sashay Dance website, click here
Sarah’s feedback shortly after the audit was completed:
”"I am currently working with Lucy on my website and she's been brilliant! My website was working well but I knew some parts needed changing to help drive more enquiries. Lucy could see straight away what actions needed to be taken. She researched competitors and provided a very comprehensive usability audit for my site. I am working my way through all the actions - some are just little tweaks other needs a bit more time but they are already making a massive improvement to the look and usability of my website overall. On top of being amazing at what she does, Lucy is also a lovely person to work with, explains things clearly and I can't wait to show her my site once I've completed the updates. Thank you Lucy!”
Sarah HoughOwner, Sashay Dance
3 months after the audit was completed:
”“Lucy’s website changes gave me the confidence with pricing and charging what it's worth, instead of freezing increases whilst everything else is going up. It's also inspired me to offer a completely new offering of customised songs mixes and dance routines. Not only has Lucy's advice help increase enquiries and bookings, the overwhelm of so many enquiries has inspired me to redesign the business in a way that works for me a lot better”
Sarah Hough
