10 Conversion Optimization Tips to Improve User Experience

Posted by | May 3, 2014 | SEO, UX | No Comments

1. Make your phone number visible

Sure, we understand that you are busy and rather not deal with customer calls—especially when it concerns issues that can be resolved by viewing information on your website. But, you must realize that if your phone number is not prominently displayed on your website, you may be losing a fair amount of potential customers. While most people won’t bother calling, there is an increase in customer confidence when they know they can call if needed. In fact, by the time most people are ready to call, they are typically are either ready to make a purchase, frustrated that he/she could not place an order, or he/she are in need of technical support.

Aside from being prominently displayed, make sure your telephone number is also accompanied by the appropriate Call to Action (CTA). Whether it is for a visitor to call you now, contact your company today about more information about X, or call you to gain access to a gift (i.e. ebook, coupon, etc.); make sure you have a CTA to help lead your visitors to reach out and contact you.

2. Answer your messages

You’ll by surprised by how often prospective clients will tell us how rare it is that companies follow-up with them. If you have your phone number and email published out there, make sure they are accounts that you actually use and check frequently. In fact, one client we worked with told us that she contacted 5 different companies for assistance; but we were the only that not only called back, then followed up with an email, but also showed up to meet her! The easiest way to not get a customer is to not respond.

3. Fix typos and grammatical errors

Have you ever visited a website or received an printed ad that contained numerous silly errors? Exactly. These mistakes immediately reduces the amount of confidence in your business and, typically, turn away potential customers. Most web browsers and content management systems today now flag typos; therefore it should be relatively easy for most people to fix.

4. Provide pricing and shipping information

This is a huge factor for online shoppers. Imagine, the customer reads through your product page and becomes engaged in your goods, he goes to find out more; but there are no prices listed or readily available information about shipping. Even worse, he may even be willing to call to inquiry about it; but there is no phone number listed. Your potential sale would likely now have bounced and left for a competitor’s alternative.

Make sure you provide this information (at least shipping options information) in at least two places, usually the product page and on the checkout page. Of course, we understand that this tip is dependent on the industry you are in as well. For example, web design (ironically) prices may actually scare away clients than lure people in. It all depends on who your target audience are, what message you are conveying, etc. However, more often than not, prices and shipping information will be more beneficial than doing without it.

5. Create an About Us page

This is essentially a standard for any website today. Imagine you are looking to make a $500 or more purchase. You come upon an unfamiliar company with an excellent deal on a product/service; but there is no information about who they are, what they do, how long they have been in business, etc. Would you make the purchase with this company?

Customers need to know that you are not in business for quick sales. Instead, you should communicate that you are proud to stand by your products and services; and customers are making a worthwhile investment by doing business with you. Who is think+intuitive, what do they do, how long have they been there? Build that confidence in your customers.

6. Emphasize your links

Differentiate your links. Make them bold, italics, etc. Heck, make it a noticeable color like blue AND underline it; so your customers know that they can click on them. Avoid ‘hidden’ links or trying to make them look like your regular content because, as of the Panda update, Google tend to view this practice as spammy which can negatively affect your website rankings.

7. Create a custom 404 error page

This can be a huge difference maker. Sure, your website and their respective links should always be working. However, if somehow it gets broken, make sure you have a functional 404 error page. This way, customers will know that your site isn’t completely down or gone completely wrong. A neat way you can utilize this page is to provide your visitors with recommendations to other related places. In addition, with a custom 404 error page, the navigation is still there and your customers can easily travel back from where they came from—instead of completely leaving your website.

8. Add links to your body content

How are the duration web analytics for your website? Good? How about making it better? An excellent way to improve customer engagement of visitors, who are thoroughly going through your content and what you have to say, is to include internal links to certain sections that you mention in your content (i.e. About Us, Services, etc.). If you discuss about your Team, add a link back to your Team page. If you talk about the Services you provide, put a link back to your Services page. It’ll help guide your readers to key areas of your website and improve their overall experience with your website.

Also, don’t forget to end your content with a call to action (CTA)! This way, potential customers are encouraged to contact you or link back to a effective page of your preference. From an SEO perspective, links are also a fantastic opportunity to make keyword rich. However, be mindful in doing so because, as of the Panda and Penguin update, excess keyword and matching anchor text can result in you being flagged for spamming keywords.

9. Fix broken links

This should be pretty self-explanatory…Broken links are never a good thing.

10. Calls to Action (CTAs)

Every page on your website should have at least one call to action. Regardless of what the action is, you never want to leave a user with a “now what do I do” situation. Whether it is a testimonial, contact now, add to cart, buy now, like/follow to continue reading, etc.; there should be some sort of action available for your customers on every single page. Guide your visitors to the eventual goal of conversion…whatever that may be: a phone call, form submission, download, product purchase, etc.

Leave a Reply

Your email address will not be published.

Ready to get started? Have a question? Let's Talk