Communicate For Conversion

Get Their Attention In The Right Place

One of the hardest parts of running a business online is learning how to effectively communicate to your online visitors. This is because you know your product and service inside and out, so your offer seems clear as day to you. Generally what happens is that you leave out information that you think is obvious, but it is not so obvious to your customers.

This also goes for webpage design. If you are involved in the design of the product page, generally you know where all the information is and where the calls to actions are. But for someone who has just visited your website for the first time, all that information is new to them. It may seem very confusing to them and cause them to “bounce” away from the page, causing a loss in conversion for you.

The solution is feedback. If you ever get the chance to sit down next to someone using your site, you will be amazed at how lost a first time visitor is on your site. As a matter of fact, you should take every opportunity you can get to sit down next to someone and watch them use your site for the first time. You will be astounded at all the important features of your site they will overlook. Study what they cover and what they don’t, write down their feedback, and consider what to simplify in later design sessions.

Once you decide to make design changes to your site after receiving feedback, be sure to test the differences. Test to see if your conversions increased or decreased. Be careful not to do too many changes at once. The best route is to implement one change at a time. Then see if that change helped increase conversions or not. Repeat this cycle with all new changes.

Consider making a FAQ (Frequently Asked Questions) page. Although these pages have seemed to lose popularity over the years, they are a good thing to have because a certain amount of your visitors will read them. Plus you gain an extra amount of search traffic from your FAQ page. It will also help your employees understand your business and policies better.

Warning: Certain businesses perform better when the product or service is not completely outlined on a website. Sometimes it’s best to have new website visitors slightly confused about your product or service and cause them to have questions. The reason for this is that you want them to call one of your sales representatives. Certain businesses convert better when a sales person is invloved with the transaction. In most cases this scenario pertains to business to business products or services and not consumer ecommerce (impulsive) transactions.

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