When a designer has done everything possible to guide and satisfy a site’s visitors, and conversion rates still aren’t responding, what can be done? Better conversion means usability must be “more than meets the eye.” It must speak to the customer on a level, they’re comfortable with and confident about.
Increased conversion means connecting with customers without cutting them off from the central message of your site. In other words, getting the best conversion is personalizing the user experience to the point of presenting a trustworthy site that makes a positive impact right from the start.
In this post, we’ll talk about three good ways to encourage better conversion when it seems like you’ve done all you can and still, nothing’s happening.
Do Customers Trust Your Design?
This question is central to improving conversion. Why? A visitor who is confident about what a site has to offer is more likely to buy what a site has to offer, or at least leave a little contact information. This is exactly what we want, so how do we get it?
Building trust in design means keeping things up front and transparent – no hidden costs or activities that spring out to surprise the customer at just the wrong time. Furthermore, customers need to know that your site is not some “fly-by-night” amateur operation. Rather, it’s a meaningful, earnest endeavor that really keeps customer satisfaction in mind at all times. Customers need to feel comfortable about everything from pricing structure to simple design that stays clear and uncluttered.
The best rule for any designer dealing with conversion is to think in terms or your own personal experience. How would like to be treated on a site? If you couldn’t do it to yourself, then it’s likely unwise to do it to your customers.
Good example of trustworthy design: Inkd.com
What Message Are You Sending?
Better conversion often means better conversation between customers and design that illustrates excellent communication skills. An alienated audience that feels ignored can simply ignore right back, so it’s vitally important to engage visitors with outgoing and sociable design and content. It’s even better to inform and teach customers in simple terms about the most important aspects of the buying process, so that users feel in control of the situation.
Good example of design that sends good messages: Scribbles
Have You Considered Video?
Last but not least, video is quickly becoming the most effective way to convince customers to convert. Videos inform the customer on a personal level without much effort on the customer’s part, explaining what a product is all about, including its benefits and advantages. Increasingly, more and more retailers are learning that a video can perform the work of making a sale all by itself – even without major production and a huge budget.
Good examples of product description videos:
Nothing is more frustrating than plenty of effort, but poor results. When it comes to conversion, it’s not only frustrating, it’s costly. Asking yourself these few, simple questions, however, can help to make sense of the issues and, even better, lead the way to solve them.