Improve Conversion

You may have heard it before but content really is king.

The way your content is displayed and the way it is structured will determine if users bother to stay on your site and move on to take action and convert.

It’s better to have a bad design and great copy than a great design but bad copy. We have seen some very ugly looking sites delivering incredible sales.

A set formula that often works is to use a layout such as:

• Heading title
• Summary of what the page is about and any conclusion
• Bullet points for the most important points
• Sub heading
• Content of sub heading
• Call to action (there should be a call to action near the top, maybe to the right of the content)

The heading titles should be bigger and in different colours so that they stand out.

Your visitors will often scan the page to see if this page has the information they are looking for.

Make sure that your text is sized so it is easily readable. Try to use darker colours as sometimes light ones may appear fine on your computers but on others, depending on factory default settings, may be too light to read. Avoid grey, orange, sky blue, violet & light green.

We use the tried and trusted marketing approach of the AIDA model which provides a compelling framework for persuasion online:

• A – Attention
• I – Interest
• D – Desire
• A – Action

A - The heading can get their attention. Communicate your offer and value very quickly to grab a visitor’s attention.

I - The summary of the page and how your business can solve their problems.

D- The bullet points display the desire by communicating value, showing your most important reasons why they should do business with you.

A - A call to action helps you potential customer take action by giving them options on relevant content or to complete any form submission.

By using this structure the content will be displayed in an ‘F pattern’. Numerous studies have show this is how users view content areas. This ensures that content does not get missed.

Ask 3 Critical Questions

Bryan Eisenburg believes there are three critical questions that should be addressed for every page a website visitor sees as they perform a sequence of actions (e.g. ‘click to see…’) that result in the ultimate objective (typically a sale, booking or enquiry).

1. What action needs to be taken?
2. Who needs to take that action?
3. How do we persuade that person to take the action we desire? Is it easy for them to take action?