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The Business Northumberland blog

Once you have traffic coming to your website daily, how are you converting this into customers? After all that’s why you have a website? There are a few simple tweaks you can make to your website to drive conversions.

Use a simple design

Keeping your design simple and light has been known to cause a higher click-through rate on call-to-actions, opposed to websites that use too much text or provide too many options for the visitors to click on. Having too many choices can leave your visitor confused and leave them with a negative experience of your website.

To create a simple design for your website try to do these things:

● Limit options given to visitors. By this I mean reduce the number of call-to-actions so all the call-to-actions provide you with the same result.

● Limit the number of words used when trying to convert customers. A great way of breaking up long sections of text is to use bullet points.

● Try to break your site down into 4 key sections:

1. Initial call-to-action - this is usually an introduction to your product, showing images of it, product or service name and cost.

2. Reasons for using your product or service - why should they use you? Think of the benefits of buying from you, also think about the negatives if your visitor doesn’t buy from you (save the negative points for later).

3. Social proof - using social proofing has been known to increase conversion rates because people buy from people. If the visitor can see that others have bought and used your product or service they will be more inclined to buy from you.

4. Don’t miss out - This is where you can list what will happen if your visitor doesn’t buy from you. This causes them to reflect on why they would need your product or service in the first place.

Talk about the perks

Outlining the perks or benefits to your product or service causes the visitor to think and perform cost-benefit analysis; making them weigh up the benefits and costs of your product or service. This simple little trick is used over thousands of websites and is designed to make the users see how their life will become after buying from yourself.

A method to do this is to create a list in short paragraph form of reasons to buy or via a bullet pointing list giving them the benefits. Use whichever method looks best on your website.

Let them know about the negative impact of not using your service

What’s going to happen to them if they don’t buy from you? People hate the feeling that they aren’t going to have something or be out of the loop of information that a lot of other people know. Make your audience fear of missing out from not buying your product or service.

Get your images right

Getting the balance between images to text is easy but using the right imagery can be difficult to get right. Using the right images can increase conversion rates. Our eyes can be drawn towards images of people when we look at a website.

In a study perofrmed by Canva, images featuring real customers are more effective than stock images, as they come across as more genuine. Also, when we see an image of another person, we’re apt to follow their gaze. This is where you take advantage of images. Use arrows and have people in photos point towards your product/service or a call-to-action you want your customers to take.

Design is key

We all know if something looks good, even if we don’t admit it, we judge a company if their marketing material or website doesn’t look good. A staggering 94% of a website users first impressions are design related. 75% of those surveyed reported they had made a judgment about a company’s credibility solely based on their website design. Meaning that web design plays a bigger part than most may think. It impacts on whether a visitor will buy or sign up to your website. Source Kinesis Reports

Want to know more check out our Websites and eCommerce Online Learning or book a place at one of our upcoming Website focused workshops.
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