2013: The Year Of Conversion Rate Optimisation
There seems to be growing interest in the area of online Conversion Rate Optimisation. Here are a handful of tips on how to get the most from your site
1) Keep it simple, stupid
Online users don’t read webpages. They skim them for what they’re after. If you (as the web owner) don’t make this clear enough to them – they will leave!
Keep text to a minimum, use a simple navigation structure and help users find what they need… which leads us to ….
2) Prominent Call To Action
One thing is for sure – users come to your site looking for something. Steve Krug said optimise your site so that the visitor doesn’t need to think – so the web journey is effortless, intuitive and flows.
This is important.
Most web owners presume users come to our site in a balanced state of mental equilibrium… the truth is, we don’t know what mood our users are in when they are visiting our site. Because of this, we have less opportunity than we think to impress users before they wander off – so make the call to action clear and easy to interact with!
3) Stay Social
Make use of reviews, feedback ratings and other social proof. People can be cautious when they are the first to commit to something. Ease their hesitance by showing how many people have purchased your item, ‘liked’ it or are talking about it at the moment. Social proof is easy to implement and the benefits are vast.
4) Jargon Buster
I have some news for you – people outside of your company do not speak the same way you and your colleagues do!
Keep jargon on the site simple and at a lower reading age. This caters for a more varied audience and alienates fewer people. Remember when you were in that electronics store and the salesman confused you so much you wanted to head for the exit? – Same rule applies to your website!
5) Special Offers and Suggestions
A little while ago, people used to feel good spending money. Nowadays, people tend to feel better about saving money. Show customers what special offers you can give them and how much they have saved. If you have an item that is likely to be required (Eg – selling a torch which may require batteries) bundle the items together and suggest this to the user.
By doing this, you will sell more and also help the user from making an repeat visit after they realised they didn’t initially get from your store what they needed!
The best advice is to keep the web experience simple, clean and clear. Site which succeed most put the power into the users’ hands (think Google). Keep users happy by keeping your site easy to use!