What good is a business website if it doesn’t convert visitors? If visitors just land on the page and leave without taking any action, a website hasn’t really done its job. In short, conversion is all that really matters in the end. It’s the clearest measurement of a site’s worth and effectiveness.
When it comes to conversion, much of a website’s success or failure is reliant upon the designer’s work. If the designer has crafted the site correctly, it will be much likelier to convert at a successful rate.
Here are 5 simple things designers can do to improve conversion rates.
- Make sure important information is above the fold—Some studies show that internet users spend about 80% of their time on websites looking at information above the fold. This is the information that shows up immediately on a website without scrolling down. For designers, this means making sure the most important information is put above the fold is a top priority. So, ditch the huge banners, and put the offer up top where visitors will instantly see it.
- Keep things as easy as possible for users—Just because you’re a designer and you’re web savvy doesn’t mean your visitors are too. Not to belittle anyone, but you need to assume your visitors are simple minded when it comes to using the internet. In other words, make everything easy for them. Keep your navigation clear and easy to locate, have a search box that lets them find the information they need, and so on.
- Bump the contact form up—Speaking of placing important information above the fold, instead of burying your contact form at the bottom of the page, find a way to bump it above the fold. You can incorporate it into the sidebar, so that your main message is in the middle of the website and your contact form is right next to it. This makes it easier to convert the visitor without them even having to scroll down.
- Make sure your contact info is posted on each page—Online users are skeptical by nature. They don’t trust companies they aren’t familiar with. This means you need to go out of your way to earn their trust. The first step to doing this is showing them you’re a legitimate company backed by real people. Post your contact info on each page so visitors can feel comfortable knowing there’s an easy way to get in touch with you if necessary.
- Place testimonials where visitors can see them—To further build trust with your visitors, you need to show them testimonials from your satisfied customers. It’s best to include a photo with the testimonial or, even better, a video of the customer giving the testimonial. Customers trust other customers, so when they see you have a bunch of endorsements, they’ll be likelier to convert.
What are some other tips you’d add for improving conversion rate?
Posted on Thu, August 5, 2010
by Brian Waraksa