Online conversions are what make a digital business prosper, or alternatively, end up with the website being cast into oblivion. The difference is between the customer clicking on the “continue” or the “cancel” button.
Of course you know what we are talking about!
According to Social Media Marketing y Contenidos, the blog by Ernesto del Valle, online marketing conversion takes place in the magic moment when the user carries out the key action we have set as our objective.
This article sets out the key points which, in addition to excellent service, will enable you to achieve the objectives for the website you have set yourself. Or, in other words, to ensure that the business achieves conversions, success, and, ultimately, customer satisfaction.
Set clear objectives
Before defining your objectives, you need to be clear about your business activity and its needs. This could be achieving a certain number of reservations or sales of products or services, or it might be reaching subscribers or producing leads. The important thing is to be clear what the business objective is.
Always say it with words, but also with images and videos.
The value proposition must be brief and to the point. Well-organized information will be simpler and easier to understand. One has to remember that one is speaking to humans and that humans need to be spoken to in their own language (and not as if they were emotionless robots).
Images and videos help to generate empathy. They may include an element which appeals to users’ aspirations or aim to inspire certain needs.
Guide users so they don’t get bored or distracted
It is essential to attract users’ attention and prioritize one single action. It is madness to include several calls to action on one screen, as this is like several different people talking to the user at one time.
Another very important factor is the strategic placing of the call to action, which, according to Fitts Law, is more accessible the closer and the larger it is.
Three good ways of getting customers’ attention is to encourage, challenge or invite them to act.
To ensure that users don’t give up, get bored or throw in the towel, web forms must be optimized. The following actions are key:
- Divide the process into visual steps
- Minimize the number of fields, ensure they are the right length and size, and only display them when they are needed
- Only use one column
- Suggest examples in the drop-down menus and use autocompletion
- Offer help and instructions
- Validate completion in real time
- Eliminate visual noise such as punctuation, inverted commas, etc.
- Use a clear, well-placed, explicit call to action
It is necessary to pay particular attention to key actions such as registration or purchase and ensure that no distracting banners or animations appear at this time.
There are many ways to inspire trust: ensuring contact details remain visible, referring to the human team which makes up the company, displaying real testimonies and encouraging customers to use a rating and comment system.
According to Hanson Dodge Creative, 84% of millennials affirm they are strongly influenced by comments on company websites which have been made by users.
Another good practice is to provide answers to any queries simply and quickly with “help” options throughout the process and a FAQ page, so there is no need to get in touch with customer service.
Looking after the company reputation on social media and updating content can also make the difference between choosing between two websites.
Only tell them what they need to know
According to Hick’s Law, the greater the number of options, the greater the effort and time the user needs to locate what they want. For this reason, it is important to summarise information and predict what users need.
One good way of making searches easier is to group categories and set up filters. One of the most effective ways of ensuring that users keep browsing is to include “most sold” or “highest rated” sections.
It is important to test out which design is most convenient for the users. This can be done with an A/B test, which tests which of two options leads to most conversions and is therefore best for the business.
Written by Lorena Salagre