Tag Archives: website conversion optimisation

Conversion Mistakes

Avoid These Common Conversion Mistakes

Website design is crucial to conversion optimisation as it is what the visitor experiences when landing on your page that will determine whether they will be more likely to make a purchase make an enquiry or subscribe.

Many web designers build a website that may look amazing, but actually lowers the conversion rate. So we’ve provided a list of the most common conversion mistakes that we at Conversion Labs often come across. Avoid these mistakes or fix them – and improve your conversion rate dramatically!

Poor Call-to-Actions

A call-to-action is a button, banner, box or graphic that is encourages a visitor to click and continue through the conversion sales funnel. There are websites that have been so poorly designed that there are no call-to-action buttons visible at all and thus, once the visitor lands on the site, is not prompted to take any action at all resulting in a the loss of a potential customer.

A poor call-to-action button is better than none at all, but this doesn’t necessarily translate to better conversion outcomes. For example if your call-to-action is “below the page fold” which means the area that the visitor see on their browser before they have to start scrolling down, this could be killing your conversion rate. To avoid this, all you need to do is ensure that the button can be seen above the fold.

Also if your call-to-action is not clear or has a wishy-washy purpose then your conversion rate could also be affected. Does the call-to-action button stand out from the page, in a bold contrasting colour? Is it too generic? For example, using the term ‘Call Now’ doesn’t work as well as ‘Call Now for Your Free 30min Consultation’.

Design Inconsistencies

Websites needs to be designed with uniformity and consistency or a visitor will immediately be turned off when they land on your page. What is happening further down the page should have some connection with what is happening at the top of the page. The font, font size, text, colours, images, graphics, banners and call to actions should come together in a way that reminds the visitor why they are there to begin with!

Visual Clutter

Some websites are so amazing to look at with interactive images, animated graphics, sliding banners and so on that you would think the web designer is going for Cool Website Design Award! Some designers forget that the design still needs to be usable. Too much going on can cause a visitor to lose track of why they were there to begin with and distract them from your call-to-actions which is meant to prompt them further along down the conversion funnel. So avoid a visual circus on your website and keep your web designer to the task at hand – conversions!

No Cross-Browser Testing

You’ll be surprised how often we find websites not being tested for functionality and appearance across all the major browsers. If a website looks poor or isn’t working the way it should, this has an impact on conversions. Make sure you do cross-browser testing using tools such as BrowserStack and ensure that your website looks uniform across all the major internet browsers including Firefox, Safari and Internet Explorer.

‘Wordy’ Content

Online reading behaviour is different to normal reading behaviour. Website content that is straight to the point, shorter sentence structure, bold headers and bullet points work well for online users. Long blocks of content can cause a visitor to lose interest and move on from the page. So stick to content that your visitor will easily connect and engage with and remember that less is in fact more!

Find out how ConversionLabs have helped countless Australian businesses to improve their online sales leads, enquiries and overall conversion rate by calling us now on 1300 807 808!  

Conversion Rate Optimisation for Beginners – Part 1

You’ve heard about conversion optimisation before but do you know how important it is for your website? A recent industry survey revealed that conversion rate optimisation (CRO) has been voted as the top priority for digital marketers in the second half of 2013.

Of course Search Engine Optimisation (SEO) is extremely important for any website that wants to stay competitive on the online platform, but you can’t discount the fact that conversion optimisation is a crucial component of an in-depth digital marketing strategy.

Why?

Simple. Think about it this way, even if you’ve got 50,000 visitors on your website a day, it wouldn’t do much for your revenue if they don’t reach the end of the sales funnel.

So, in order for you to turn your visitors into buyers, you need to make sure that your website has the ability to convert!

If you are still fairly new to conversion optimisation, you’ll find the following tips extremely helpful in getting you started.

Killer Landing Page

The credibility of your landing page(s) is highly important because it is the first thing that your target audience will see. It has to be extremely appealing to your visitors and the first thing you would want to think of is your content.

Content is great for SEO and it truly helps with CRO as well. Run a quick website analysis and see if your content is clear and concise. Create content that defines your products, brand and services, and make sure that your content structure is constructed with proper headlines, headers, bolded elements, images and so on. This will give your visitors a clearer path that will lead them deeper into your sales funnel.

Website Design

Your web design has to be clean and each element has to be organised properly if you want to give your visitors clarity. It helps visitors to find important information (headers, headlines, etc.) quicker and make important call-to-actions more visible. Also, it is highly advisable that you use a responsive design approach because it can easily adapt to mobiles as well. And don’t forget that most people are on their mobiles these days to shop of look for information. If your mobile website isn’t optimised for the small screen, there is a high possibility that your potential customers will “bounce” from your website to another competitor’s.

Call-to-actions

CTAs is another crucial factor that helps with conversion optimisation and the problem with most websites is that the CTAs (buttons, subscriptions, USP, contact form and many more) are not positioned well enough. Strategically positioned CTAs can do wonders for your conversion rate and the general rule of thumb is to place them above the fold (top of the page).These “visual cues” are designed to subtly encourage your visitors to keep moving along the sales funnel until they reach the end of it.

Credibility Indicators

Remember to add credibility indicators into your website as this will help you build trust with your visitors. Simple indicators such as reviews, testimonials, awards, endorsements, client or partner logos, and buyer ratings can play a big part in boosting the visitor’s trust in your brand and website. When they feel assured about your products and services, they will be more inclined to make a purchase!

These four tips will help you kick-off your conversion optimisation efforts but if you would like to find out more, please come back week for part 2 of our Conversion Rate Optimisation for Beginners!