Top 10 Web Conversion Strategies
Here at Cleveland web design firm Go Media, we’re always being asked what we can do to help a website succeed. Online, success hinges on a very simple trifecta: people must find your site, people must use your site, and people must return to your site. Conversion is about people successfully using your website, and returning again and again to go through an additional transaction or sign-up.
Think about it this way. When you are driving your car, you follow the road. You know to obey predictable patterns like traffic lights and stop signs. On a clear, sunny day with little traffic and some amazing tunes, driving is a breeze. You get where you want to go efficiently and actually enjoy yourself. Now, let’s add in a snowstorm, bumper-to-bumper traffic, a screaming toddler who needs to go to the bathroom “RIGHT NOW,” Twinkle, Twinkle Little Star on repeat, no snacks in the car…and no rest-stop signs in sight. We’ve just sucked any possible fun out of that that car.
A website is no different. You want people to get to their destination (i.e. a conversion) as effectively as possible. You don’t want them to turn around mid-way through the ride, and you’d really like for them to enjoy themselves so that they come back again. To accomplish your goal, you need to provide your user with strong, clear messaging and cues. Get them to their destination quickly, with no traffic, snowstorms, screaming toddlers (we do love kids, we promise!), or diversions along the way.
Below are our Top 10 Website Design Conversion Tips:
1. Keep it simple.
Remove any unnecessary clutter on your site. Pay particular attention to your form fields–removing irrelevant messaging means your user focuses on the end goal: the sale or sign-up. Please note though, removing fields does NOT mean confusing your user. Be sure to maintain a sense of sequence and order.
2. Be bold.
Make your call to action pop with color and language. “Click here” within the body copy is so…unclickable. “Sign up now” in a red button, “Start free trial” in a green button, “Add to cart” in an orange button –these are some examples that blow hidden copy out of the water.
3. Put your call to action (CTA) above the fold.
Users can’t click what they don’t see. Ensure your CTA is easily accessible as soon as your user lands on the page. What if a user isn’t ready to click immediately upon landing on your page? On the off-chance they need more time to digest your information, put your CTA handy for them so that they can click when ready. Try keeping your CTA on the page as they scroll or add another area for a CTA below the fold.
4. Size doesn’t always matter.
Yes, your CTAs should pop. But here’s some news– bigger isn’t always better. There are other elements that contribute to a visual hierarchy, such as product placement, white-space, expectations for where buttons will be on the page, etc. Even if your CTAs are large, if they are hidden or don’t follow the flow of the page, your users won’t know where to click.
5. Say what you mean.
Headlines tell your user exactly what they need to know. You want to use your headlines to encourage your desired behavior on the site. Be relevant, show your value proposition, and be clear. If you can do all that and have a sense of humor, we’re hiring.
6. Be real.
Ditch the stock photos and invest in real people. Consumers want to trust you, and they don’t trust what’s fake. A warning: make sure your photos contribute to your work. If they clutter or confuse your key message, remove them.
7. Be real x 2.
Add video to your site–short video! Explain your product as concisely as you can, because a video can actually hurt you if it is poorly done or is far too long. Remember to be approachable in the video. You want your users to aspire to be you, the you that is holding your amazing product. Bonus points if your video is sharable or you utilize user-created content to highlight your product.
8. You’ve got it? Flaunt it.
Has your company earned an award of any kind? Highlight your awards prominently on your website. Consumers will naturally trust the best in the business.
9. Encourage Trust
Use a security seal if applicable to your business. If a user feels secure on your site, chances are they’ll happily shop. (The keyword= applicable. Don’t just add seals if they aren’t appropriate to your site).
10. Read Tip 1.
A clutter-free, straightforward website is really the absolute best way to encourage conversion. Keep your website’s hierarchy clear, use graphics and/or video to further your mission, and ensure that its easy for your customer to convert.
So there you have it! Follow those ten strategies and you’ll be on your way to website success. And remember, your friends here at Cleveland web design firm Go Media are always here to help create the award-winning websites – then maximize the conversions – we all deserve.