If you have an e-commerce store or a website selling services, conversion is a huge deal for you. Conversions on a website simply means that your visitors are taking the actions you want them to. They are interacting, making decisions and buying. On the contrary, if they are simply going through pages, clicking haphazardly and then leaving your site without pushing the buttons you want them to, then all you really have is a glorified brochure.
If you find that your website is doing nothing to help grow your business, you are probably committing some terrible mistakes. Unfortunately, when you’re so intimately involved with your business and website, it may be difficult to see the little things that aren’t really working. If you’re not getting those conversions, your website doesn’t really matter. Here are 5 web design mistakes that could be killing your conversion rates.
While it may be cute to get clever about where you place certain information or how you name the items on your navigation, a new visitor may not be privy to your sense of humor or your company’s culture. Calling your Blog “the Barnyard” will most likely mean nothing to a new visitor, so don’t get too fancy.
It’s important to dummy-proof your website by creating a logical flow of where things go. Your home page should tell me right away, what you have to offer, and give me a little information on what you do. Keep your menu simple, such as About Us, Services or Products, Blog Contact Us and so forth.
Call-to-Action, as it pertains to internet marketing, is all about giving instruction to the visitor to trigger an immediate response or action. This call-to-action should prompt visitors to do something, such as checking out your new items, filling out a form, subscribing to a newsletter or making a purchase.
According to the book Neuromarketing: Understanding the Buy Buttons in Your Customer’s Brain, action verbs such as Call Now, or Add to Cart appeals to the primitive parts of our “lizard” brains which still powers many of our actions. There is an inherent part of us that prefers to be given direction. These short cuts allow us to make decisions faster and more assuredly.
If you want sales and sign-ups, simply lead visitors through the use of well-placed buttons with action verbs and great color choices. In other words, tell us what you want us to do as soon as we get there. This leads us to the third mistake that could be killing your conversion.
This is quite a common mistake made on websites. There may be too many calls-to-action or just too much information all together. The trend in web design today is leaning towards a more simplistic stream-lined aesthetic with big bold images and buttons. This is because studies have shown that when faced with too many decisions, consumers prefer to walk away and make none at all.
This probably goes back to that primitive part of our brains that requires easy and fast direction. Too many choices can be overwhelming and out of fear of making a bad choice, we prefer not to make one at all. Consider how detrimental that could be to your conversion rate if visitors feel like this when they stumble on to your website.
Try to take an objective look at your website, especially the home page. Is it simple and easy to sift through or is it cluttered and disorganized? Are there a couple of choices to make, or is there too much to pay attention to all at once? Consider some of the best ways you can help your prospective customer find and get what they showed up for easily and quickly.
If your website were a physical store, would customers want to stay and hang around? Or would they show up, flip through some things and move on to the next shop. You may have great products and services to offer, but if you’re not presenting it in an inviting and enticing manner, you could be literally, leaving money on the table.
The reality is, people pay for pretty. When you think of products such as Apple and Louis Vuitton, people are willing to pay top dollar simply because of their status… and part of that status comes from the beauty of their products. They are well designed and made with high quality materials.
Though your products or service may not be geared towards the high-end market, there is built-in value in beauty that you can take advantage of. Great design also helps create trust because it says that you care. Give your visitors a high-end experience without high-end pricing to promote brand loyalty. People also like to share great finds so keep this in mind. Social shares are literally free publicity. Although not direct, your appearance ultimately plays a role in producing high conversions.
Most people treat their About Us page as an after thought, when in actuality, it is one of the most important pages on your site.
Nielsen Norman Group reported that user satisfaction for websites have dropped from 5.2 to 4.6 on a scale of 1 to 7 simply because today, people expect more. Perhaps social media has had something to do with this shift. We want to know more about companies, get personal and intimate with them, take a peak behind the curtains and be a part of their process. As a result, two lines of generic words about who you are just won’t cut it anymore.
Your about us page should serve as a speed date with your visitors giving them a reason to want to do business with your company and then take it a step further by connecting with you on as many channels available. Wow and woo them.
An About Us page that doesn’t help the visitor learn more about you and doesn’t illicit emotion or the desire to take action, will ultimately affect your ability to convert visitors into customers or clients.
All in all, your website needs to be more than a web address with content and photos on it. If you want to convert visitors into buyers and believers, you must create an online experience that is easy to navigate, gives clear call-to-action cues, helps us find what we want, gives us a reason to stick and around and purchase from you.