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<\/h2>\nDesign for maximum readability and engagement<\/h2>\n
Content should be formatted to take advantage of the order in which people read web content. The order that a page is read is determined by eye-tracking research. The most common viewing pattern is the F-shape pattern. This means that visitors to your site read across the first headline, then down the page slightly and across the next headline, followed by scanning quickly down the left side of the page.<\/p>\n
This tells us that headlines are important, they should be kept simple, and that the bulk of the content should be easily scanned starting on the left side. This can be achieved by crafting catchy headlines then using bullet points or short sentences to hold attention while providing information.<\/p>\n
Especially important is to make it very easy to sign up\/buy when the decision is made. Shopping carts should require minimal clicks to check out, and every page should clearly indicate what should be clicked on in order to complete a transaction.<\/p>\n
Case Study:<\/strong> A Gurgaon-based skincare brand simplified their checkout from 5 steps to 2 steps and moved their CTA button above the fold. Their conversion rate jumped from 0.9% to 3.4% in seven days. This improvement happened despite no increase in traffic\u2014only better usability.<\/p>\n Value is not only found in the content itself but in who is offering it. A first glance at a website will provide hints to its validity, but there are other techniques for establishing trust. Within the content, for example, adding valuable free information outside of a sales pitch shows authority on a subject. It also gives customers the feeling that you genuinely care about the product, their issue, and more than a sale\u2014but the customers themselves. Other ways to reassure customers are by providing testimonials, reviews, guarantees, and displaying alliances with noted brands.<\/p>\n Additionally:<\/strong> Trust badges, SSL certification symbols, and showcasing \u201cas featured in\u201d media logos can instantly increase credibility. Even adding real employee photos instead of stock images boosts emotional connection.<\/p>\n Portions of your offer such as a guarantee should be tested for their effect on the conversion rate. The wording and design of the offer can greatly change rate and should be experimented with. In addition to the traditional money-back guarantee, other creative offers such as \u201cpremium edition\u201d should be explored. The premium edition option can be helpful since some of the product is offered at no charge. The customer provides their information and receives helpful information in return; at this point the product is a sort of trial and the value established. Email has been captured and including something such as a poll at the end of the product will provide even more valuable information. This is true of all the customers whether they purchase the paid-for premium version or not. This is an example of how to use a creative, yet simple, method to demonstrate the product\u2019s worth.<\/p>\n Besides content and trust, a web page\u2019s behind-the-scenes optimization is crucial to conversion. Basic maintenance ensures the page runs smoothly, links work, load speed is appropriate, etc. Adding a variety of media improves the customer experience of the site with items such as infographics, videos of the product in use, and pictures useful to get the customer to stay on the page longer, which increases conversion rate, but make sure the file sizes are not very big or they may take too long to load.<\/p>\n How will you know which changes work and which fail? You test, over and over again. Using Google Analytics to do an A\/B test (split test) will show if the change made increases conversion rate. Testing can become a minor obsession\u2014web marketers can spend days reading through analytics data and tweaking sites. Understanding data is important, and testing shows what is working on your site; however, the overall experience of the visitor should be the main focus. As experienced web users, we already know what we like\/dislike on a page, so make sure you don\u2019t commit the same errors you find annoying when browsing yourself.<\/p>\n Despite the testing, analysis, and technical aspects of web design, conversion is psychological. Your goal is to identify a need your customer has and tell them how you can help, leading them to click those all-important \u201cbuy\u201d or \u201csubscribe\u201d buttons. You can also join a Digital Marketing Course for more on this topic.<\/p>\n
\nEstablish trust<\/h2>\n
\nTweak your offer<\/h2>\n
\nOptimize your backend<\/h2>\n
\nTest, then test some more<\/h2>\n
Tips by MOZ on Conversion Rate Optimization<\/h2>\n
\nConclusion<\/strong><\/h2>\n