7 Tips to Optimising Your Website For Conversion
People are on the go, more and more reliant on mobile and therefore conditioned to instantaneity. In an overcrowded market place, the function of any website is to drive users to take an action. Whilst the ability to purchase should be simplistic, there are certain basic principles that need to be adhered to ensure that every process is functional, with no bottlenecks.
With this in mind, I wanted to share some simple but important steps to help you optimise your eCommerce store for conversion.
1. PAGE LOAD SPEED
Nothing encourages a user to move on more, than a hanging white screen - even if there is a loading icon on the page. Whilst it is tempting to blame impatience, it applies to most age groups. In general, you have 3-5 seconds to make a connection so this is hands down the most crucial tip in play for conversions.
2. DEFINED CONTENT
Unless you are Nike, Tiffany & Co. or similar, you are simply playing unnecessary catch and release games with a user if you have minimal content or an overly fancy website with funky scrolling and minimal popups. The reality is, most people will accept a poorly designed site if the content ticks the box. Everyone is fighting for a users’ purchase, so having relevant and engaging content is the key to driving conversions.
3. PRODUCT IMAGERY
All users are all searching for something they want to buy. Whether you use straight product images or lifestyle photos where the product is being utilised, ensure there is a plentiful amount. This allows users to visualise the experience they could be having.
Lines like Limited Time, Buy Now, 24 hours only, and countdown clocks will work during sale times and when there is limited stock, but in general, people are savvy. They don’t buy from you because you create panic, they generally ignore this. Focus more on engaging them, share your story, then present them with the opportunity to SHOP NOW.
Websites should be designed as mobile first, then desktop. The stats back that up. Often, in the quest for perfection and an eye-catching design, the most important information gets lost in the scroll. Design your website with simplicity in mind so it is easy to navigate through the crucial info.
6. ABOVE THE FOLD
AKA home screen viewable area. Calls to action above or below the fold are always an interesting debate. Statistics say that up to 73% of people will click your call to action if above the fold as opposed to 44% below the fold. Engage with users enough to drive them to LEARN MORE or SHOP NOW.
7. THREE CLICK
Saved this until last. Three Click is a combination of all the previous steps working coherently. In designing a website, you should be able to draw the dots on a graphic chart linking the home experience straight through to a shop/product. This drives conversion opportunities. Without this, the only thing you’ll achieve is frustrating the user.
I would encourage you to take a moment and look at your website holistically through fresh eyes and ask yourself if your website is optimised to convert.