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6 Tips for Increased Conversions

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6 Tips For Increased Conversions
That You Can Implement Today...
Tip #1: Correlation

Before you even start designing, you need to take a moment to consider what you’re trying to achieve on the web page in question.

6 Tips For Increased ConversionsWhat is it that you want visitors to
this page to actually DO?

As a rule of thumb, you ought to be focusing on one primary action per page (there’s so little time to communicate a page’s purpose that more than one message generally over-complicates matters), and this ‘single-most important action’ needs to correlate directly with the expectations of the prospective visitor.

How do you know what the visitor’s thinking - what their expectations are likely to be? Well, this pretty much comes down to three things:

web based trainingCommon sense. More often than not, it's pretty obvious what people searching for specific terms/content are 'looking for'. 

web based trainingYour innate understanding of your customers’ wants and needs... their ‘pain’. Over time you're likely to have developed a good feel for your customers' wants and needs.

web based trainingStats. Take a click through your site analytics data and see where people are being referred to your site from, and what their search terms were (if they’re organic search traffic).

These three things combined will give you invaluable clues to the likely state-of-mind your visitors will be in, when they land on your web page.

So, given their state of mind and their likely expectations you need to deliver; you need to give the visitor a clear, straightforward means by which they can get what they want.

That’s what we mean by correlation - aligning the primary page objective with the expectations of the visitor. If they’re not aligned, you’re going to find yourself taking visitors further away from what it is they want from your site.

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SizeTip #2: Size

When you’re designing call-to-action buttons for your page, think ‘slightly over-sized’. The competition for attention on most pages is huge; headlines, header graphics, menus, images and more... all compete for the attention of your visitor, so you need to use slightly larger buttons where possible (but not ridiculously large!) to ensure you get visitors to 'zone-in' on the call-to-action device.

ColorTip #3: Color

As with size, color is a designer’s secret weapon for grabbing attention, especially when the choice of color contrasts well with the rest of the page content. So, bold colors like reds, yellows and greens are  often the marketers’ preference, as they stand out well against the page background and text (as well as holding their own against image content).

There are other considerations to bear in mind however. There’s actually much written about color psychology that may in fact influence the visitor’s likelihood of clicking.

Stop ColorRed, for example, is considered a “stop color” (it’s a color used for warning signs worldwide) which may grab peoples attention better than, say, green. Similarly, yellow is considered to be a ‘positive’ or ‘happy’ color and also reportedly aides concentration. So that could be a good choice too.

My recommendation to you would be to start out testing red and/or yellow button colors and see how you get on. Whatever color you choose, make sure it compliments (but contrasts with) your site design. Also, I would suggest that once you make your color selection, you use that consistently throughout the site.

Tip #4: White Space

This is an important tip, and one that most website owners miss by a mile: make sure your calls-to-action have ‘room to breathe’ on the page. If you pack lots of content and design elements around the button, it’s too easy for peoples’ attention to be diverted away from the button itself.

Make sure you give some room around the button graphic so that once a visitor’s attention is locked on, it doesn’t get unnecessarily drawn away.

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Tip #5: Text label

Use descriptive terms, not generic phrases like “Click here”, “Download” or “Submit”. These generic examples are nondescript and do nothing to reinforce (in the mind of the visitor) that this button-click is going to result in an expected action.

Conversely, using button labels such as “Download Free Report” or “Join Our Mailing List” or “Add Product X to Shopping Basket” leaves the visitor in no doubt as to what the result of their click will be.

Remember, you need to make the process of satisfying the visitor’s expectation as quick and painless as possible. Making every step as obvious as you can is crucial to conversions.

Split Test ArrowsTip #6: Split-Testing

This is perhaps one of the most important tips of all. Since there’s no ‘one-size-fits-all’ approach to designing the perfect call-to-action (this will ultimately depend on your market, your visitors, your site design, etc., etc.) the only fool-proof way to design the perfect call-to-action is to run tests.

If you order your copy of ShoutDesigner any time soon you’ll automatically get a free article I’ve written about Split Testing (again, I’m trying to help you improve conversions where I can), but for now I need to just flag the importance of split-testing for you, so you don’t overlook it.

What is Split-Testing?

In simple terms, split testing is taking two elements of your web page design (so, let’s say a red call-to-action button and a green one) and setting up an automated test (using a tool like Google’s free ‘Website Optimizer’) to split the traffic arriving at your site between a version of the page using button ‘A’ and a version using button ‘B’.

After a while, Google’s tool will reveal which, of the two button designs, has the most beneficial effect on conversions (i.e. which button got more clicks). From there you can simply stick with the better-performing button, and perhaps move onto a different test, say text-labels for example.

In this way, by running a series of definitive tests, you can establish to a very high degree of certainty the ideal button size, color, position and text. And you could then apply that new-found knowledge across your whole site for maximum impact on conversions. You can read more about Split Testing here...

To Conclude...

I hope the six short tips above help you get a step closer to maximizing the conversion rate on your web pages.

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