Greetings, online bounty hunters! The hour to share a generous portion of fresh and actual information on how to increase conversion of your website has struck again.
You are just about to dive into the depths of high conversion design nuances, so fasten your seatbelt.
Jason Cohen, the founder of WP Engine believes that landing page optimization is a way more efficient affair in comparison with another marketing campaign for one simple reason. Just like all roads lead to Rome, almost all the marketing campaigns lead your potential customers to the landing page.
Even if you are tight with math, understanding that a decrease in bounce rate on the landing page directly not only affects the effectiveness of your marketing campaigns, but also user behavior in general. That is why the elimination of hardly notable conversion devourers in conjunction with design optimization are fairly considered to be absolutely essential aspects.
1. Get rid of huge sliders
Although the neoteric jQuery sliders look handsome and stylish, unfortunately for many, their use adversely affects conversion. Perhaps, the statement may seem pretty bold, the conclusion is based on a sweeping variety of studies and tests. Sliders impede the normal perception of information, which is contrary to a primary mission of attracting potential customers and focusing their attention on some core elements.
The Notre Dame University has recently conducted a research which implied placing a slider to the homepage of their website site. The efficiency of the first slide tended to zero (not to mention the subsequent slides) and what is even more important, only the first percentage of users clicked on the slide. Just 1% of visitors made their mind to interact with an element, which takes the lion’s share of the first screen on average.
The UX section of StackExchange also contains a bunch of strong arguments on the feasibility of using sliders and carousels: the author of the study also confirms that a true to type slider doesn’t make a positive impact on conversion; moreover it adversely affects the process of delivering a message to the potential customers.
The conclusion: leave sliders to non-profit and photo stock markets websites. A high conversion is allergic to such candy-box beauties, so you should better get it rid of this burden.
2. ‘Payment accepted. Thank you!’
Here is another clever way to improve the usability effortlessly, which also contributes to customer retention enhancement. Revise the process of placing an order on your landing page and dedicate close attention to the very last step.
Human logic tends to look for the beginning and the end in any aspect of being: unquestionably, chronological sequences and passion for measurements are laid in us at the genetic level (do you personally realize well that space is infinite?). According to Consumer Research Journal, marking the completion of the process is another vital component to give your attention to.
For example, when paying by credit card, the buyers part with their hard-earned money, therefore, notifying the client about a successfully completed (or incomplete) order is something you should definitely take care about.
A lack of any warning is definitely the worst scenario. Make use of clear signals, perhaps, you should turn traditional colors to account (mark any expected actions with green color, and use red when something goes wrong). Avoid displaying frightening error windows; sharing a piece of advice is a more reasonable option.
3. The power of excerpts
If you attract traffic via nutty articles and blog posts, always remember that short passages are better perceived by users in comparison with huge volumes of text, problematically perceived by the human eye. Publishing excerpts reduces stress and stimulates users to open a bunch of articles. By the way, in accordance with recent studies, such links as ‘read more’ and ‘learn more’ also cut down the number of potential readers.
Mentioned follow is a couple of copywriting tips to present the information competently and hook the reader.
Published excerpts must meet five-and basic requirements:
1. The visitors should clearly understand why they need to go to this or that link and read the post.
2. Give the visitor a taste of profit, describing the bonuses/benefits that could be derived from reading the article.
3. Impact on the reader on an emotional level: try activating strong and natural feelings; proceed to the details once the potential reader is hooked.
4. Use thumbnails. Plain text is perceived worse than the one that features a thematic image.
5. Take advantage of using catchy titles (learn a good lesson from spammers, as despite the absurdity of their titles they do attract our attention very often).
4. Put Fitts’s Law adopted.
A frightening at first glance Fitts’s law has found its application in the world of usability quite unexpectedly. The law is based on models of human eye movements and is mainly used in the fields of human-computer interaction and ergonomics. Adding the fundamental principles to your knowledgebase armory may come in handy when building a decent landing page.
Even the basic understanding of human-computer interaction makes a positive effect on the conversion; e.g. a good interface consists of semantic elements grouped logically, which makes them easier to use. Giving a greater weight to the core elements is another smart affair you may want to consider (try playing with the sizes and colors of the elements).
Therefore, the most vital elements should stand out from less significant ones; joining the action element with groups of other sort is pointless. It is also necessary to sustain the optimal distance between the key and minor elements. Remember that the screen features only 1 key element. Avoid flashy highlighting of less important elements: keys/certificates /images and etc.
5. Discount pricing tips
Yellow and red tags with the old price crossed are extremely powerful instruments when it comes to interest attraction. However, not every yellow and red tag is that effective. According to the researches carried out by a famous marketing resource, people are more willing to respond to the discounted products that indicate the previous price. Returning to the question of innate desire to compare things: if you provide the potential customers with ‘naked’ price tags, they tend to judge the attractiveness of the transaction on the basis of their personal experience, current financial position and thousands of other factors. Stimulate your buyers and narrow down the comparison options with the help of additional information introduction, represented by the previous value.
The results of thinkeyetracking.com retail sales studies state that the old price positively influences purchase decisions, increasing conversion respectively. The benefit of buying the same product on the same shelf was estimated from a 7-point scale. Thus, the coefficient of profitability of buying goods without the old price was equal to 1.7, while the same figure with the old price was equal to 2.4.
The old price helps the buyers to assess how beneficial this or that discount is; it simplifies a decision-making and increases level of satisfaction from the purchase.
Time to act is now
We’ve nearly reached the end, but before you begin to implement any optimization techniques, let us ask you two questions:
1. Which of the methods presented in the article go against your idea of nurturing high conversion?
2. Does your landing page meet the guidelines described above? If not, what particular recommendations presented in the articles do you consider to be the most effective ones? Looking forward to getting your comments.
Thanks for reading, subscribe to our RSS and stay tuned as more juicy stuff is planned to be released next week.
Sergey Gor is a free lancer writer and Internet marketing consultant of GreatSoftLine.com and Itnews2day.com