undefinedTIP 1
Remove irrelevant links (or links not
connected to the page goal)
Explainer:
Your website or landing page should focus on
creating a user journey. When you post links to
low quality pages you risk the chance for visitors
to go down the wrong funnel. Only include
relevant links or links which your visitors would
like to visit.
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In the above example Apexure created a minimal
version for BuildMyLoads and stripped out any
elements which could potentially distract visitor's
attention. The result you ask? 2.5% increase in
conversions.
Remember:
On your product pages do not just include links
to your social media pages. You don't want your
potential visitors to click Facebook and start
looking at their notifications when they were
about to check-out. Instead show a Facebook
Page Like Count widget or twitter follower count
widget to increase trust and social proof. In case
you do want to include social profiles, make sure
you have them set so they open in a new
browser tab. You can easily do it by just add a
target="_blank" attribute to your links (anchor
tags).
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TIP 2
Answer any objections your visitors
might have upfront
Explainer:
Your web page copy could make or break a
visitor's impression of your brand and the
headline and subheading makes the strongest
impact. Rather than being persuasive you can
test an iteration where you could answer or talk
about an objection your potential customer
might have.
There are couple of ways you can figure this out.
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Talk to your existing customers and ask them
what made them buy your product or service.
What doubts did they have before they made
that decision.
Put a section of FAQs and setup heatmap
tracking. The link with the most clicks will help
you understand what objection you can
overcome upfront.
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Try creating a variation as a mockup and test
it with a limited set of testers available at
UsabilityHub. Ask simple questions and get
data which you can easily analyse and use to
improve your page.
In this example, existing lenders who already
have a mortgage might have a concern whether
they can apply? By answering that objection
upfront we reduced their anxiety.
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Example:
Do your customers think your product is too
expensive or are they not willing to buy because
they don't trust your brand? If its trust, then a
simple fix could be offering a iron-clad money
back guarantee which can be placed high up on
the page and is easily visible.
For product pages you can offer a Clear Shipping
& Returns Policies. Keep in mind making your
return policies human friendly goes a long way.
TIP 3
Add a sense of Scarcity
When was the last time you saw the text 'Limited
Time Only' and you decided to buy straight
away?
Scarcity is one of the psychology factors what
drives us to buy. However, before we get into the
nitty gritty remember one thing, don't use
scarcity as a tactic. But, use it in its natural form.
Let me explain, an artificial scarcity tactic just
aims to push sales. The offer or the time limit
should last only for a short time however,
overdoing it will backfire and customers would
realize that you are going to restart the deal.
Some bad examples:
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90% off on Udemy Courses which runs
almost every month.
This one is a off-line one and usually happens
across the UK near tourists hotspots. 'Store
closing down', enough said.
Some good ones:
Only 1 product can be purchased by
Customer.
Booked 26 times today.
4 people are looking at this product right now.
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There is no winning formula, you can come with
your own one which involves either Quantity or
Time.
Image credit: ConversionXL
TIP 4
Add a sense of Urgency and Fear of
Missing Out (FOMO)
Urgency and Scarcity go hand in hand. Urgency
tactic creates a sense of hurry. Not sure if that's
a valid statement. But you understand what I
mean.
By using the words like "now", "hurry", "instant"
etc. and by using an urgent colour like Red or
Orange you can add sense of urgency.
Another simple way to add urgency to your
product pages is by adding a countdown which
shows the time left for the visitor to get a
discount/offer.
Some bad examples of text used in buttons:
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Get it Later.
Go.
Submit.
Shop.
.
Some good ones:
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Offers ends today at midnight.
Order before 4pm for a guaranteed delivery
tomorrow.
Apple's Black Friday Sale. A genuine sale with
the urgency factor kicking in full throttle.
Hurry - only 1 left.
Offer a daily deal.
There is no winning formula, you can come with
your own one which involves either Quantity or
Time.
Image credit: Grow
TIP 5
Add an auto address finder feature to
your checkout (reduces friction)
According to Steve Krug from the book - "Don't
make think" - Much of our web use is motivated
by the desire to save time. As a result, web users
tend to act like sharks. They have to keep moving
or they'll die. This behaviour can be easily
applied on checkout pages. Pages with less
friction will enable visitors to think less and move
on with the purchase.
How to Use:
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One way to improve the User Experience
could be with an address where in the user
just needs to add their Post or Zip Code and
then pick the house or building number.
Another solution is to implement an
Autocomplete Address Form (which uses both
geo-location and address prefilling to provide
accurate suggestions based on the user's
exact location). This enables users to enter
their address with fewer keystrokes than
regular form fields.
Overall the aim is to reduce the effort to fill out
the form especially eliminate typos in the form
fields which saves users from having to fiddle
with long state/region drop-downs.
Resources:
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Convert your boring Country Drop Down lists
to a sleek auto-complete field. Get the source
code.
In the above example we have used Google
Maps API to allow users to type in parts of their
address. The auto address with fuzzy search
makes traditional address input field intuitive.
TIP 6
Humans have an attention span of 8
seconds
It takes users not more than 5 seconds to judge
the value of your website. The amount of time
and the hard work you invest on your website is
distilled into a single glance. The first 5 seconds
are really very important to spark interest in your
visitors and if you fail to do so, the repercussions
would mean for lost conversion opportunities.
Here are some specific ways to do this:
Decrease your page load time: According to
surveys done by Akamai and Gomez, nearly half
of web users expect a site to load in 2 seconds or
less, and they tend to abandon a site that isn't
loaded within 3 seconds. By decreasing the page
load time you can increase conversions at least
by 7%. This can be done by:
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Reducing server response time: Use tools
such as , and Pingdom
to evaluate your site's speed and
performance.
Yslow PageSpeedTools
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Optimizing images: Oversized images take
longer to load, so it's important that you keep
your images as small as possible.
- Use a GIF: If the image has few colors, like a
logo.
-Use a JPEG: If the image has many colors
and details, like photos.
-Use a PNG: For high quality, transparent
images.
Enabling compression: Compression reduces
the bandwidth of your pages, thereby
reducing HTTP response. You can do this with
a tool called Gzip.
Include Headlines that have a strong
message: According to Brian Clark, the
founder of Copyblogger, 8/10 people read a
page's headline, and only 2/10 read the first
paragraph. The key to strong headlines is
providing attention-grabbing information in
the span of a single sentence. Your headlines
should provide a glimpse into what the body of
your content is about and allude to solving a
problem, meeting a need, or fulfilling a want
that your visitors may or may not know they
have.
Offer clean navigation: One thing that your
visitors expect the moment they land on your
web page is to have easy and clear navigation
options. Always point the way, clearly tell your
visitors how they should proceed.
Add elements that add to your credibility:
Visitors are very concerned about security flaws.
If your visitors find it hard to trust your
intentions they leave your website immediately.
To make certain that your visitors find your
website authentic you must add reviews,
testimonials, security badges, privacy trust seals
and a detailed privacy policy as well.
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Image credit: themeshnews
TIP 7
How to write____________________ (Fill in
the blanks and that is your headline)
According to David Ogilvy, "5 times as many
people read the headline as read the body copy".
Often times your visitors only read a headline
before they decide to proceed. In fact, studies
suggest that 80% of readers never make it past a
headline. According to Koechley, tests show that
traffic to content at Upworthy can vary by as
much as 500% because of the headline. Headline
is one of the elements that can make or break
your website. It's important to test and see what
resonates most with your visitors.
There is no magic formula, but there are some
guidelines that you can follow.
Clarity: People do not like uncertainty, especially
when they are pressed for time. They don't want
to guess what they're about to read, they want to
know beforehand. Make sure that your headline
says what it is that your website offers, what the
user gains by using your product and what they
are able to do with it.
:
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The more specific your title is, the more likely
the right people will click on it, thus boosting
conversion rates.
Numbers: Including numbers into your headline
is an effective way to make your headlines more
enticing to readers. A study by Conductor tested
five types of headlines. Headlines with numbers
won, hands down. According to Debra Jason, one
of the reasons why using numbers works in
headlines is because numbers are like "brain
candy." Our brains are attracted to numbers
because they automatically organize information
into a logical order.
Examples:
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17 Social Media Books That Will Make You a
Smarter Marketer
How to Increase Conversion Rates by 529%
101 Ways to Write Top 10 Lists that Increase
Traffic By 21%
Empathy: People tend to click on headlines that
assures them that their problem can be solved.
Make sure your headlines demonstrate benefits
of the product and empathize with the visitor's
problem. Everyone loves to feel they are
important and that they matter and your
visitors will love you for thinking about solving
their problems.
Examples
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How to Survive (and Yes, Even Thrive) in a
Recession
Are You Working Harder than Ever, but Still
Worried About Downsizing and Layoffs?
Image credit: Orbitmedia
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Tools you can use to create better headlines:
Sharethrough
BlogPostHeadlineAnalyzer
EmotionalMarketingValueHeadlineAnalyzer
HeadlineCapitalization
BlogAbout
ContentIdeaGenerator
LinkbaitTitleGenerator
HeadlineEnvy
Taboola
Qualaroo
TIP 8
Add skimmer friendly content.
(bulleted lists, pullout quotes, etc.)
According to Jakob Nielsen, Principal at Nielsen
Norman Group "Visitors read only 20% content
on your web page". People only scan through the
content in order to find quick cues that will help
them get the information they want. When they
see something that appeals to them, they'll stop
and read more thoroughly or click a link to get to
the content that does interest them.
Adding skimmer friendly content helps visitors
read easily, making important points obvious
and ensuring that the reader factors their
importance into the decision-making process. It
is important to understand how to create
content that is consumable and supports the
way our visitors actually engage with our site.
These tips can help you develop content that is
skimmer-friendly:
Use plain language: Keep your language simple.
Cut excess words, use positive and active
language, and avoid jargon or expressions.
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Did you know Microsoft Word can check your
document for Reading Ease & Grade Level? All
you need to do is
Go to File > Options.
In the Proofing tab, check the following
options:
-Check grammar with spelling
-Show readability statistics
Click OK.
Click to Review > Spelling & Grammar
With these settings changes, you'll see more
readability statistics for your Word document
every time you check the document's spelling
and grammar. You can also use other tools such
as QuollWriter etc. for
writing your content.
Place content properly: Place your content
where it will get easily noticed. It might require
breaking your content a bit especially with
product category pages. The longer the content,
the more careful you have to be about where
and how you place it on the page.
Compelling Verbiage: Most of the visitors' only
look at the first line of each paragraph.
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Hemingway, Ulysses,
Make sure you start each line with a compelling
verbiage.
Bullet Points: Use bulleted lists when possible,
as this breaks up the monotony of the content
and creates easy-to-digest chunks.
Descriptive sub-headings: Use sub-headings
that spark interest but are also quick to read at a
glance.
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Image credit: Slideshare
TIP 9
The more experiments you run, the
more you will learn
Running experiments on your website help you
get definitive answers on what works and what
doesn't. Experiments can help you reach your
goals by providing insightful data on what
attracts and converts your visitors. Running
different experiments correctly will bring you far
better results than making changes based on
your instincts about what works, which can often
be wrong when put to the test against the
numbers.
Here are some simple steps that you can follow
to get started with your experiments.
Determine your goal: You should always keep
your goals in your mind. Different businesses will
have different goals e.g. an ecommerce business
might want to increase its sales or a consulting
business might want to increase the number of
people contacting them about their services.
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If you are into similar business, ask yourself
these questions
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Is the checkout process too complicated with
too many steps?
Are your visitors concerned about privacy or
payment security issues?
Is your lead generation form too lengthy?
Is your contact information difficult to find?
All of these questions can be answered one by
one by testing specific elements of your site.
Check what is worth experimenting: Decide
on what elements you are going to change while
experimenting. Here are few suggestions you
could try:
The wording, size, color or placement of the
page's call-to-action
The primary value proposition or headline
The main photo
Your bullet points (features and benefits)
The length of a form or the fields it includes
How much text is on each page
Formulate a hypothesis: Formulate a test
hypothesis that summarizes what you want to
change on your web page and what impact you
expect to see from making that change. But
formulating a hypothesis would first require
determining your goal and creating a problem
statement. Once this is done, you can now
formulate a hypothesis consisting of a proposed
solution and the expected results. Once you
have formed your hypothesis draft a test version
of your website and get feedback regarding
potential trouble spots. You can use tools such
as and .
Decide on the number of your visitors:
Determine the number of visitors who need to
interact with your website for the results of your
experiments to be accurate. You can determine
your sample size by using tools such as VWO's ,
, Get Data
Driven's and usereffect's
Split Test Calculator and Decision Tool.
Decide which software to use: Decide which
technology to use in order to deliver each
variation to your visitors.
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Balsamiq Cacoo
Browsershots
A/B Split Test Significance Calculator
A/B Significance Test
There are many tools available that make it
super easy to create and run the tests such as:
ConvertExperiments
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Image credit: jumplead
GoogleWebsiteOptimizer
Monetate
SiteSpect
Optimizely
Unbounce
TIP 10
Add a phone number, physical address
and email address to increase trust
According to the study by Econsultancy, it has
been found that physical address, contact phone
number and email address are the top three
credibility signals on any website. Clearly
displayed contact details subconsciously suggest
to users that there's a real business behind a
website. One of the best ways to add contact
details is to incorporate an effective contact us
page within your website. Contact us page plays
an integral part of a website allowing users, the
customers, investors, or perhaps advertisers to
get in contact with you. As a business owner,
having a contact us page converts users into
potential customers for your business.
Best practices to follow while creating your
contact us page:
Use common language: Keep your language
simple, use terms that can be easily recognized
by your visitors. The 3 most widely used terms
are "Support", "Help" and "Contact Us".
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Avoid grammatical errors: Even small
grammatical errors can make negative
impression on your visitors. Double check your
contact page before publishing it on your
website.
Make it easy to find: There should be a link to
your contact page in your main navigation
(furthest to the right if possible), or in a
secondary navigation bar above your main
navigation. Another spot that is acceptable is in
your footer navigation. Visitors expect to find
your contact page quickly and in a place where
they expect it. Make it easy for them!
Make it look good: Never underestimate the
power of a visually appealing contact page. While
the page may be simple, careful thought must
still go into its design. Digital Base does a great
job of adding a punchy image to their contact
page.
Make it mobile Responsive: Since mobile users
have surpassed desktop users, make sure your
contact page looks good on all mobile devices.
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Add Google map: Adding Google map on your
Contact Us page helps visitors easily enter the
Google interface and request directions direct
from their home/office.
Power tip: When adding a Google Map feature
for mobile ensure you add some padding around
the map. This will allow users scroll the page
without getting stuck in the map interface.
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Image credit: Wordstream
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