You might be sitting on the one product that’s going to change the way we live. Or eat. Or sleep. Or something else that’s big and game changing. So what do you do about it? Well you put together a website, of course, and let the world know your storefront is now open and ready for business.
Hold on. It’s not quite that simple. You see, even though your product might be the most amazing thing ever, your website needs to be just as brilliantly designed too. For this is where commerce and marketing meet in the 21st century – online. And if you put some time and maybe some money into designing a great website, you’ll most likely see an increase in sales.
Let’s begin with the five key areas you should concentrate on. They are:
- Overall design/layout
- Images and graphics
- Calls-to-action (CTAs)
- Lead capture forms
So how do you spin that into reality?
Essential Redesign Elements
You’ll want to add design elements that incorporate product marketing. This means you should talk to your consumers, figure out a value proposition as well as positioning, work on draft messaging, identity and brand styles; and do all of this before you’ve designed the site!
Your messaging should be pitched between emotionally compelling and easy-to-understand. Just know there’s no one perfect design just as there’s no one perfect widget – it’s all case-by-case.
Call To Actions
Of course you want the visitors to the website bombarded with calls to action everywhere they turn, but think how that translates into real life experiences. Not many people enjoy walking into a store then being accosted every step of the way by employees asking if they can help. You need to 1) cut down the amount of CTA’s and 2) ensure you have just the right amount in the right places. Believe it or not, this should help increase conversions.
Take The Sims 3 – one of the best-selling games in history. Their original design had four calls to action but they beta-tested six new variations that had less CTA’s. And guess what? All of the pared-down variations improved conversions by 43%.
A company called Device Magic also experimented with less clutter and lo and behold, click-throughs to the sign up page increased by 35%.
And why bung everything onto one page when two or more can do the trick? Daily Burn (formerly Gyminee) had one big old page crammed with lots of pictures and info – but when they literally chopped it in half and made two pages out of it, conversions increased by 20.45%
Sticky Navigation Bars
A great way to keep a CTA ever present during a customer’s visit to your website is to make the navigation bar at the top of the page scroll along with everything else. That way it’s always there and you don’t even need to add more CTA’s to the rest of the pages.
It’s often more work to hunt around a website looking for contact info so most people give up and move on to your competition. Ensure there’s a global request-a-demo or some such form on every page.
You should offer up content on your homepage, not just your hand held out for money. Give customers reasons to keep coming back even when they don’t need to buy anything – because they’ll be there when they do. Find relevant stories about your product/business and post ‘em! This way you become a thought leader.
Add A Slide-On
As you scroll to the bottom of a page, a little box pops up offering additional content. That’s helpful! Maybe it’s a free download of a pdf that contains more important information. Give it away for free – in exchange for, say, the customer’s email/contact info. These Slide-Ins are smallish, unobtrusive, and appear as the user reaches the bottom of the page so it’s a nice, subtle way to keep things moving.
But it’s also great sense. Elliot Shmukler (LinkedIn, Wealthfront) suggested that growth can be diluted down to just three key pillars:
- Increase exposure (reach more people)
- Decrease friction (make it easier to take the target action)
- Increase incentive (create a better benefit)
Taking pillars 2 and 3, you can then make a cost/benefit analysis – because human behavior is easily influenced by an action’s perceived benefit (in this case, downloading the content) versus the perceived cost (giving you their contact info).
Follow these steps and incorporate them into your web design and you will most likely see a definite increase in sales. Good luck!