Let’s face it, pretty much all exposure a business will get nowadays will be online. It is imperative that your website is not only modern, attractive and loads properly on all devices, it is essential that the structure and experience flow is intuitive and drives sales. Even a very well designed website can lose conversions instantly if it is not structured properly. There are multiple basic practices that can be used to ensure your website offers a great user experience and get the most out of your online presence.
A properly structured website should have appropriate headings where needed to concisely divide the content into sensible sections. This can quickly let your visitors find the section they are looking for. Make sure the headings are small and properly define the following content.
It can be tempting to try too hard while writing content for your website, but it’s always best to keep it simple. Visitors looking for your product want a quick description of your services, what you are all about and see if appeals to them. If you are a comedian by profession, by all means, make the content as funny as you seem fit, but humour might not fit well in a lot of professional services. Ideally, your content should reflect your business sensibilities but also be engaging. It’s a tough balance to get but professional content writers are always a good idea. More is not always better, aim for appealing content rather than writing lengthy ones.
As far as possible, use real images. Stock images can be good place holders, but only real images will tell the real story about who you are. This can be easy for certain businesses e.g. travel industries, services industries, etc but not so others. It might be a good idea to invest in some professional photos too. After all most users decide within the first 3 seconds whether to click the back button or read on. Visually appealing images can be the deciding factor in a lot of the cases.
Call to action
All the content, all the images and every other piece of the puzzle lead here, the call to action. This is where you want your customer to interact with your product. This could be simple button to a contact or register page, a registration form or even a payment action. Ideally this should be measuring conversions on your visits. Call to actions should be easy to find, properly located (end of content section, header, etc) and attractive. The psychology of the visitor is of importance here. Some colours will work better on certain types of audiences. Certain texts will work better in other scenarios. A properly run A/B test is the only way to ascertain the winner in any given situation.
Serious about conversion? Test it. A/B testing will allow you to pitch two versions of your pages against each other and let your visitors tell you which one is working better. Take the guesswork out of optimisation and better your website based on your visitor patterns. There are plenty of good tools out there for setting up A/B testing. However some websites might need a custom solution based on the flexibility required.
So these were a few basic steps you can take to ensure you get the most your of your website. Some are pretty easy to implement, some might require a little technical help. A half yearly audit of your website should be mandatory for any business seeking to remain relevant. Website standards, SEO optimisation and design concepts change constantly and users are internet savvy. If your website looks dated, chances are you will lose conversions. Stay on top of the game, get your website audited today.