Though there’s been a tremendous amount of effort focused on creating website designs that are centered on the user’s comfort level, the truth is that if your goal is to get conversions, you need to take more control. User-centered design allows the clients to interact at their own pace; it lets them know where they are at all times, but also gives them the opportunity to take full control of their experience. If you’re all about getting them to do something then that means that you need to be able to exert some control and direct them where you want to go.
Conversion-centered design is largely common sense. There are several basic principles will deliver big conversion improvements when applied to your website.
6 Easy Steps to a Captivating Website
- Capture your viewer’s attention and focus it where you want it to go.
- Create a consistent relationship between your ad and the target page to which it leads.
- Remember who your client is and how you’ve drawn them in. Then, stick to that context.
- Deliver one cohesive, clear message that puts the answer to their need first.
- Establish trust.
- Ask for more.
How to Make it Happen
1. Capture your viewer’s attention and focus it where you want to go.
This may seem obvious, but is worth a closer look. If you have too much on your page, your consumer has too many choices and stimuli, and won’t know where to go. You want to provide a clear-cut point of action by taking away any extraneous, distracting information. If your goal is conversion, then make sure that your viewer’s eye is drawn to that one specific spot that leads them there. Design your page so that you are leading them to exactly what you want them to do. Less is more when it comes to conversion, so remove all unnecessary distractions.
2. Create a consistent relationship between your ad and the target page to which it leads.
When you are running a campaign, whether it is an email, paid marketing adwords, or anything else, make sure that each click leads to a targeted landing page. Then, make sure that each of those dedicated landing pages is completely consistent with the original source. If you use a specific catch phrase or description in your ad, or a particular photo or image, make sure that is exactly what the client sees when they click and land on your page. The more closely bonded your original invitation is to the spot where the viewer lands, the more comfortable they will feel in knowing that they’ve arrived where they intended to go. The more similar and familiar your landing page is, the higher your ad position will be, the better the return on your investment, and the higher your conversion rates.
3. Remember who your client is and how you’ve drawn them in. Then, stick to that context.
f your ad has successfully drawn someone to your page, then that means that you are promising to provide him or her with a solution to a specific problem or need. Make sure that the landing page offers that. If you’re not getting the conversions you are looking for, it may be worthwhile to provide a survey or pop-up to find out whether they have questions that your page isn’t answering. You also want to make sure that you are matching the style and context of your previous conversation on the page where they’ve landed so that they continue to feel comfortable.
4. Deliver one cohesive, clear message that puts the answer to their need first.
Take a look at your landing page. If your logo is the clearest and loudest voice on the page, then you’re putting yourself before the reader’s interest and he or she will probably walk away. Read through every single line of your page to see if it makes sense or is confusing when read aloud. Get rid of anything that is confusing and discard any words that are jarring. Remember, they’re not looking for you; they’re looking for how you can help them.
5. Establish trust.
Whenever you’re asking a client for business, it is important that you do whatever you can to establish trust and that is done through content. Different audiences interpret credibility inputs in different ways. Where one audience may be interested in testimonials and reviews, another may be looking for security badges and accreditation. When in doubt, test to see which is working for your specific target audience because improved credibility translates into higher conversion rates.
6. Ask for more.
Finally, remember that if you’ve gotten them to respond to your call for action, they are wide open to you offering them another opportunity. Don’t let your viewer go with just one click. Ask them to sign up for your newsletter, ask them if they want to receive information on future discounts and promotions, or offer to show them other services.
These things are not difficult to achieve; it’s just a matter of knowing what to do and making it happen. Websites are tricky devils and it’s up to you to make them work for you as effectively as possible. By following these six simple steps, you will be well on your way to creating a website that not only catches people’s attention, but that will bring you the results you both want and need. If you’d like expert help, reach out to Black Fin today.