Any website that has ever been created has been with the idea of the end user taking a certain action while on the website. Perhaps it’s buying a product, filling out a form, or calling a phone number. Whichever it is, the user is encouraged to take some sort of action. How well users take the desired action on a website is called conversion rate optimization. If you want someone to fill out a form on a site, how well does the site design actually encourage the user to fill out that form?
Many websites out there are designed with the thinking that they want a user to take a certain action, but there is nothing that encourages the user to take that desired action. This is important because while someone is on a website, you have their attention, so you better make the most of it. Don’t leave it up to the user to try and figure it out. Show them or even tell them what action you want them to take.
This is something that may seem foreign to some designers as they may just care about how things look, but if you want to take your abilities to the next level, then you should learn about conversion rate optimization. Here are 4 tips to help your conversation rates.
Run A/B Tests
One of the best ways to increase conversion rates on websites is to run tests, otherwise known as A/B tests. This means that you have 2 different options and split test them on users. For instance, you can run two different headlines and see which one works best in getting people to take the desired action you’re wanting. It could also be images, buttons, colors, or any element on a website. As the old saying goes, test, test, and re-test for the best results.
Write In Second Person
Let’s just be honest for a second. People care about themselves when it comes down to it. They don’t want to hear about “we” or “they,” but they want to hear words like “you” and “you’re”. Writing in this fashion also makes it easier to speak to a specific person’s emotions and helps make the experience more personable.
If you want to increase the conversion rate of your website, then you need to be clear about what action you want the reader to take. If you want them to fill out a form, then make it clear that you want them to fill out the form. If you want them to call a number, then make it clear you want them to call the number. Many people feel this seems pushy, but if you aren’t clear about what action you want them to take, then they will never take that action. Some people may not take the action because it seems pushy, but many more people will take the action because it’s clear what you want them to do.
Connect With The Reader
All the top conversion rate optimizers work great, but they work even better if you do one simple thing with the readers of a website – form a connection. The more personable the connection, the better. Some of the top converting websites come from blogs or websites that have spent a lot of time creating a relationship with the reader. If the reader feels a connection and feels that you really care about them, then they will be much more likely to take whatever action you are wanting them to take.