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September 27th, 2012, 12:00 AM #1
SMS: How To Design For Maximum Conversion
- Join Date
- September 6th, 2011
- West Chester, Ohio
Search Marketing Standard has just published the following:
How To Design For Maximum Conversion
Are you looking for maximum conversion from your website?* Well, making sure that you have a site that maximizes conversion is definitely important. Coming from an online marketing background, I know first-hand just how hard it can be to convert people while on your site, without sacrificing on the look and functionality of a website.
Web traffic is hard to get, and making sure that the prospects that come in through that ‘virtual door’ of your website converts is critical to the success of your business. So below are some tried and tested ways on making sure your website is designed to bring in more revenue.
1.* Write to Sell
There’s a difference between regular writing and copy writing. The difference is that when you are copy writing, you are writing to sell. It’s an art that a lot of businesses get wrong. Here are the most important tips:
Sell benefits, not features – People love to buy on benefits over features. For example, I could tell you that a car has 7 airbags (a feature) or I could sell you the benefit, which is that your family and your kids would be a lot safer in a car crash. Always talk about the benefits to the prospect, not just the features.
Talk about what the prospect will get, not just about you – I see this mistake ALL the time. ‘We have 25 years of experience’; ‘We have a great selection’. It’s always ‘we this’ or ‘we that’. Avoid the word we and use the word ‘Get’ more often. ‘Get 20% off’ or ‘Get the best maid service’.
Use the AIDA rule — Attention, Interest, Desire, Action. Use this format when writing sales copy or even a sales email. You need to capture your prospect’s attention. Then make sure you capture their interest and answer their desires. At the end make sure you have a solid call to action that is clear and understandable.
2.* Make sure you have blazingly fast load times
Test your load times with servers close to where your prospect may be searching or viewing your website from. Less than 2 seconds is the norm these days.
To keep your site loading fast, you can use caching plugins, reduce the sizes of your images or even use a Content Delivery Network (CDN). I recommend MaxCDN and Amazon CloudFront, but there are many CDN companies out there.
3.* Display a clear contact choice
Always display only one or two options for your prospect to get in touch with you on every page. If it’s by phone, have a toll free number on the top right on every page and make sure it is big and stands out. You would not believe how many websites fail at this.
If you have a contact page, link to it on every page and only have a few options on page. If it is a form, make sure there is the least amount of fields as possible. Include instructions if there is formatting required and make sure you have a captcha to help block spam.
4.* Use buttons that change color on mouse hover
This is often overlooked, but can increase conversion rate on your buttons by 10% easy. Test buttons that are green or orange and change color on a mouse hover. So an orange button may change to green. Combine that with the words ‘click here’ or ‘click for more information’ and you should be able to entice more people to click through.
5.* Avoid ‘website fatigue’
Similar to ‘ad fatigue’ where a user gets used to your ad and doesn’t click through any more, you have to make sure your prospects don’t get what I call ‘website fatigue’.* This means keeping things new and interesting.
Unfortunately a lot of people get their site designed and then don’t so much more after it goes live. Even adding new pictures or a blog will dramatically lower the bounce rate for returning visitors. If you are a designer, make sure you inform the client of this. Who knows, it could mean more business for you. If you are a website owner, be sure to update content regularly, which may mean implementing some sort of content management system.
Competitors will always be raising the bar. To keep up, you should always be updating your site as it will be compared to the others in your vertical.
6.* It’s your turn – implementing and measuring with Google Analytics
The above are some solid tips for increasing conversion that you can implement during the design process. Of course there are a ton of other things you can do. Start small and measure. Use Google Analytics and even ‘Experiments’ within Google Analytics to track your progress and how well pages are doing for conversion.
Track conversions by setting up goals in Google Analytics. For button clicks or downloads, you can track these by tracking them as ‘on click events’ in Google Analytics. Google has a ton of free tutorials on how to do this in their Google Analytics Individual Qualification videos.
What have you done during or after the design phase to increase conversions?
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