I recently sat down for a morning cup of java with a friend that wanted me to audit his company’s web site. Its conversion numbers were low and my friend was willing to make any necessary modifications to improve those numbers. Listed below are six takeaways from our conversation you could implement to improve your conversion prices.
1. Elect for a responsive design
Roughly 31 percent of all visitors to the top 10 electronic possessions came from cellular devices, according to ComScore’s 2015 US Digital Future in Focus research. This number, although already significant, will keep increasing. In case your web site doesn’t supply a pleasant cellular experience you're shooting yourself in the foot.
A responsive web site design (RWD) adapts to match any screen -- desktops, laptops, cellular phones and tablets -- in a way that makes all pages, features and actions reachable, irrespective of which devices the user is browsing on. Are you going to sit there and try to control your mobile screen to read the content or access an offer? Obviously not, and neither will your clients.
2. Opt for a straightforward design over complicated noise
Years ago web-design trends were over the top -- lots of animation and flash have been all the rage. Today, clean and easy flat designs are popular. Brands used to go trying to impress visitors with unique features, while today's consumers love a nice, clean layout.
Impress your visitors with your content and offerings. Bombarding them with pointless flash and animation not only annoys them however it also slows down the load time of your web site. Whatever you do, don’t mirror your site following this masterpiece.
3. Say no to stock photos
First, allow me to say that stock pictures are fantastic for things, such as your site posts. In a previous column, I listed several sources of free high-quality stock images. Nevertheless, they don’t belong on your business’s"About" page.
I cringe when I see an online site that uses painfully phony stock images on pages that describe what the firm does or the individuals behind it. If you would like to include images of your group, hire a photographer and book studio time.
Consumers aren’t going to have great deal confidence in a business that's trying to convey their expertise and professionalism using stock pictures.
4. Maintain your navigation simple
When consumers land on your web site they need to be able to find what they're searching for within two seconds. If they've to search any more than that they're going to become frustrated and locate another web site.
Maintain your navigation menu as easy as possible. Too many options will overwhelm your visitors.
You have to get a clear path to whatever action it's you want your visitors to finish, whether it is a submission form or a particular destination page. My organization is in the center of a site redesign rollout, and we really simplified our navigation, condensing 15 services pages down to a single page. The final result is a far easier path to our conversion target, a consultation request form. Do not make it hard for a client to contact you. Whilst a telephone number is almost always a fantastic idea, many consumers would rather contact a business through its site, particularly if they're asking about a service.
They do not want to be pitched and marketed to, they simply want information. Make it as easy as possible for clients to contact you. The prior design of my company's contact page had two options: a quote request form that had 12 fields and an overall contact form which had three disciplines. We have an easy 3 field consultation request form. The consumer doesn't need to decide between two forms any longer. There's only one form, we may gather all the details necessary when the initial contact is made. Remove your social network feeds. When the social network was fresh and new, everybody put their social feeds on their websites.
Today, consumers know how to connect with your brand on the social networks if they want to. Placing Facebook and Twitter feeds on your site only draws attention away from your conversion objectives. Place social icons into your footer or sidebar and a link to your accounts, if a visitor feels likely to follow along with connecting they will. You would like them to read your site content, finish your forms and make purchases, maybe not scroll through your prior tweets and posts.