5 Design Tips That Can Help You Improve Web Sales
So, maybe you've launched your new site and it looks fresh and professional
. Your traffic stats are healthy with hundreds of visitors per day. You've got great products and are happy with the copy.
Yet, you're just not getting the sales you hoped for.
It may be that you're missing a few key elements that can improve sales conversions on your site. Here are five design and development tips that can boost your sales (or increase enquiries):
Simplify your checkout process
Shopping cart abandonment is a big contributing factor in low web sales. Too many sites still have slow-loading, over-long checkout and registration processes. In a very impatient online world, frustrating checkouts cost you customers.
It's now possible to have one-page AJAX checkouts and very fast payment options. You certainly shouldn't request meaningless details - only ask for the necessary info from your customer to complete their order.
Apply laser-focus
A problem common to many websites is that they don't focus enough on one product/service per page. You don't want to create option paralysis in your users. (That's the state where, faced with numerous options, the brain zones out and opts for none!)
Your
website design and navigation should take this into account. Remove all extraneous links, buttons and options from each page keep it as clear as possible what it is you want your user to do or buy.
Clicking the logo should take you to the homepage
This has become a web standard. Most people expect that clicking the logo = home. If it doesn't, it's the equivalent of pressing a pedestrian crossing button at a busy road and nothing happening it'll confuse and annoy.
Include a call-back form
Though this often applies more to service companies, call-back forms can result in more enquiries than simple contact us forms.
A call-back form basically allows the user to enter their name and number. Your company should then (in theory) call them back straight away. It takes the onus off the user and puts it on you which is a good thing in terms of encouraging people to get in touch.
Reposition your call to action
On an ecommerce site (or any site for that matter) the call to action is paramount. Calls to action include features like buy now buttons, sign up here links and so on.
Instead, try placing it in one of the hot spots on your web page. That could be somewhere in the top left of the screen or prominently in the centre. Then repeat at the end of the content.
Split test your website
This is perhaps the most important point. Though extensive testing has led to best practice in many areas (such as signup forms and button colour) every site is different. The only way to know for sure what element is helping or harming your sales is to test it.
Split testing means that you measure the difference in conversions between two (or more) versions of the same page. Except in each version an element will be different. For example, one may have a green buy button, one may have an orange button. Test to see which works best for you.
However, in general if you follow the above principles, you'll be giving your site more chance of making the sales it deserves.
by: oliverp
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