So you have had your website re-designed and it’s just not getting you the results you hoped for! We hear this frequently and there are some things you can do to get some quick wins.
Before we offer clients a completely new website design, we need to assess the current website and see if it’s obvious that it needs a completely new design or if it just needs some design changes. Sometimes it’s the marketing funnel that needs improving to increase conversions of the site, then the design adjusted to suit the funnel.
Sometimes it’s obvious that the site is not designed to convert, or it might not look up-to-date which invariably loses credibility. However if you make a radical change, like re-design a completely new website, that can potentially harm conversions too. This is because you won’t know what change caused the most impact. Also, your returning customers might not be used to the change immediately and that could cause a drop of conversions in the first month or so.
There are two ways to boost your sales on your website. First, you have to attract customers to your website. Second, you need to guide those potential customers to buy from you (to convert). If you only focus on getting more traffic, then your conversion problem will only amplify. To convert visitors into paying customers, you need to implement certain tactics to boost your conversion rate optimization. Here are some points to start with:
User experience is subjective. Some visitors may not like how your website looks or they might not be able to find what they’re looking for. To get to the bottom of the problems that bother majority of your visitors, you need collect insights.
Collecting insights through research can be done in five ways. First, there’s the human-led evaluation. Here, you will gather insights on the relevance of the content, if there are conflict points, and if there are issues with navigation.
The second method is called the qualitative research, which is done through user testing. Here, you can run heat-maps and A/B split testing or multivariate testing to determine the areas in the website that your customers get stuck on. You can use the data gathered during this phase to optimize user experience later on.
The third is called customer service, wherein you ask the most recent purchasers what motivated them to complete the purchase. You will use this information to strengthen the value of your proposition. With testimonials and valuable feedback, you can craft effective sales pitches using your customer’s wording.
Then there is the ‘exit survey’. This is a powerful step that would tell you the elements that are stopping customers from making the purchase.
Finally, you have quantitative research in the form of google analytics, heat-maps and other similar tools. If the insights gathered are backed by actual data, then you would know that the hypothesis you form at this final stage is completely actionable.
Yes, this is a long list of research but you have to understand that an effective optimization plan is composed of 90% preparation and 10% action.
Now that you have valuable data from the research steps mentioned above, what should be your next action?
So to know which areas to prioritize when applying minute changes and testing your hypothesis, you have to consider two things: ease of implementation and potential for gain. Usually, you can begin by applying treatment or change to the checkout page because it will definitely have a higher impact since it’s closer to the actual conversion.
Other minute changes that you can do one a time would be the following:
- Loading time, navigation and readability
- Offer incentives
- Add testimonials or reviews from actual people
- Put the call to action on the part of the page that shows the hottest in a heat map
Once you’ve made some changes, you have to run tests. Use the principles of quality assurance to make sure your changes are reflected nicely across all browsers. Also, make sure not to do changes at the end of the workday because then, you won’t be able to track the feedback well.
It’s always a good idea to build the optimization process from the beginning in order to secure a sustainable growth. Stop aiming for the small gains; be bold and act to maximize your conversion rate for the next two years.