A lot of companies in the industry pride themselves on how many views their website gets. The main issue here is that views doesn’t always mean customers. Designers have been too focussed on getting clicks than getting organic conversions. A conversion is when a potential customer has a direct interaction with your website and company. This could be signing up for a newsletter or webinar, or maybe just as simple as completing a “contact us form” to get into direct contact with a sales representative. The more of these conversions your site can achieve, the more your customer base will grow. As a designer, we can increase conversions in a few ways.
Each landing page of your website should have a single purpose. The more overcrowded the information is, the less likely a viewer is going to focus on what’s really important. Websites like Amazon do this very subtly but it is proven incredibly effective. When browsing items, your navigation bar is full of different categories, encouraging you to shop around, but as soon as you view your cart in the checkout the navigation simplifies and is almost obsolete. This pushes your full attention to the bright ‘Buy Now’ button and means that if you were contemplating to go back and check out a few more listings you have to go out of your way to exit the cart which in practice becomes too much of a hassle for most people and they just proceed with the purchase. Amazon doesn’t just stop here though, they now know they’ve convinced you to buy 1 item so now it’s their job to shift your focus onto buying more. Here they implemented the “frequently bought together” with a gallery of related products. When you break it down like this is becomes apparent that you aren’t really shopping with free will, you are being bounced between landing pages, all with different agendas to make you buy more. By each landing page only having 1 individual goal, it makes the content much more digestible for the viewer as they slowly forget the $300 bill waiting for them at checkout.
Many sites have the issue of a huge amount of viewers but almost no one signing up or buying what is being sold. By using elements like a countdown timer or a bold title of “Only 8 hours until deal ends” encourage a viewer to be more proactive with their time on the site. This forces people to weigh up the risk of what they will be missing out on if they don’t buy it right now. Another way of doing this is adding a viewer count. If you are checking out a hotel to stay at or a plane flight to catch a simple “4 people viewing this page right now” or “8 seats booked in the past hour” Makes you worry you might miss out if you don’t get in quick. Giving the audience an impulse and reason to buy will turn window shoppers into returning customers. This technique works really well with ‘calls-to-action’. Calls-to-action are buttons that are direct interactions with buying, signing up, or subscribing. If your landing page is simply about how amazing the benefits are of signing up, the “sign up” button at the bottom of the screen seems much more inviting than if it is placed next to an unrelated article.
By implementing these techniques your landing pages will become much more efficient. Just by doing these steps you will simplify the site and make it look much more professional. You only have to display what people want to read, this encourages them to continue down the path eventually guiding them to the bright button reading “Buy Now”.