If you are unsure whether your website is optimised for immediate conversion, try to increase your chances using instructions from ClickZ. Here are five simple steps to help you instantly improve without major investments - either financial or timewise.
- Real images. There is no doubt images in marketing work perfectly. However, there is a problem with gallery images: they are not brand-specific and people may have seen them elsewhere. In addition, they are unrealistic and show too ideal a world in which the viewer will not believe. So try to use images of real customers, products and people from the company. Try to capture the benefits of your products, build trust and tell real stories through pictures.
- Tell people what to do. The call to action is an important part of the website, yet it is often missing or at least well hidden. It is equally important to offer visitors more options. The action button should be clearly visible and easy to locate.
- The landing page must be clear and predictable. Rotating banners and too many images may divert attention and deter visitors from buying. Simple and predictable design has proven successful; in other words, sometimes less is more and this is especially true in the design of a landing page.
- Build trust. Without trust no one will buy from you. Customers are fond of reviews and testimonials in order to learn others' opinions on the product they are considering. Give them enough space and always indicate who provided the testimonial or reviewed product. Customer reviews are more important than guarantees and recommendations of third parties.
- Help people find what they want. People visit your website with an objective. Help them achieve it and not get lost. As they won't always come via the homepage, navigation should be clear from any location. Avoid changing menus, which can confuse the visitor. Navigation tends to be more difficult if your website is edited by more people from different departments. So always keep in mind the goal of the site and what you want to achieve, no matter where visitors come from.
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