Conversion optimisation

It’s all very well getting your potential buyers to your page and hold them there.

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But then what?

Call-to-action buttons should go beyond being attractive and fitting the overall design of the website. After all, their main purpose is to get your visitors to do something, such as download an ebook, sign up for a free trial, subscribe to a newsletter, and so on.

You don’t have to put CTAs above the fold. Oli Gardner suggests placing them in the middle or bottom of the page to avoid being aggressive with visitors. Other suggestions include using action-packed words, like “try” or “download,” and the first-person speech to increase conversions.

Clarity of CTAs is also extremely important. Their message should explicitly convey what the visitor could expect to accomplish. If users fail to get what you mean, they’ll leave.

Learning from your users

Holding the attention of your potential buyers is more difficult now than it used to be, mainly because of the sheer amount of content available on the Internet for them to peruse.
This analysis must be balanced with white space so, your overall page is clean and inviting.

  • You have to think about ‘banner blindness’, which can make Even Glaringly Obvious page elements seem to be invisible. (This will drive you nutzo!)
  • And of course, for good user experience design, you also have to think about the use of images, icons, calls to action.

These studies justify why website designers insist on positioning the site’s most important elements above the fold, there is absolutely no reason to cram everything you deem necessary on just this part of the page. You don’t want the top half of your website looking chaotic, or the overall usability of the page undermined.

That said, the items you include above the fold must communicate a clear and well-defined value proposition, as opposed to cramming what you think is important down users’ throats by littering the area with too many elements. Give them one tidbit of information to digest one at a time, and if they think this information is worth researching more about, they will stay on your page to find out more.

After all, according to the Nielsen Norman Group, “users do scroll, but only if what’s above the fold is promising enough.”

Visual illustration

Harnessing the power of visual information is a primary ingredient in connecting with your audience. This is anchored to the fact that our brain processes visuals 60,000 times faster than plain text.

Add short attention spans into the mix, and the “show, don’t tell” argument becomes all the more compelling. Provide users with visuals like images, graphs, infographics, screenshots and video clips instead of big blocks of text. These allow them to process your message more quickly and retain more valuable information.

One thing to keep in mind:

Although effective, adding visuals to your website comes with a caveat: they must support your value proposition and the audience’s perceived expectations. Otherwise, it may call into question your site’s integrity.

Testing

Experimenting with different website design options lets you gauge your site’s overall usability. This method, called A/B testing or split testing, allows you to gain insight into your visitors’ behavior, helping you pinpoint which design resonates best with them.

You can test any variable in the website, but there are some elements that could have the most impact when modified. These include landing page images, wording and placement of CTAs, headlines, and the amount of text on a page.

While A/B testing is generally an analytics tool that helps businesses maximize the conversion performance of a website, when used properly, it can positively impact user experience.

According to Graham Horner, CMO at Scott Dunn, using A/B testing made their data richer and helped them implement a data-driven philosophy that enabled them to provide personalized services to their customers and increase engagement.

Final word

If there’s one thing to take away from this article, it should be this:

When designing a website, put yourself in the user’s shoes. What you find ineffective in a website is something users will likely find ineffective themselves.

A sound understanding of the psychology of web design is a win-win all around—customers find value in what you offer, and you ultimately get the results you need.

You want your content to strike a chord with your potential buyers, so that they are drawn into your sales funnel, can be nurtured over time, and turned into Sales Qualified leads — the type of ‘ready to buy’ prospects that your salespeople just love talking to.

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“Are you thinking what we’re thinking? Brilliant idea!”