Site Conversion: Popular Ways to Increase
No matter how modern or pleasant the site may be, if it does not bring the company the expected benefits, it is a “dead weight”. Usually, the degree of usefulness of sites in the web design environment is expressed in terms of conversion, i.e., the ratio of the number of visitors who performed the required actions on the site to the total number of site visitors for a certain period. Today, there are several popular ways in which site conversion – as the equivalent of its effectiveness – can be increased.
The site’s conversion level is affected by a whole group of different factors, and it’s no secret that the lion’s share in it is accounted for by usability and website design factors. In this regard, popular ways to increase conversion just offer to make changes to the site (to redesign or upgrade) in this direction. Consider some of these methods in more detail.
Change the description of the company and its activities on the main page
As a theater begins with a hanger, so any site starts from the main page: it is not without reason that even search engines initially consider it more valuable than internal ones. And to increase the conversion of the site, you can try to change one of the key elements of the main page – a description of the company and its activities.
In the description on the main page, it is customary to acquaint site visitors with the features of the company that the site represents on the Internet in an arbitrary form, and the attitude of each visitor to the company will largely depend on the impression made by such a description, especially when he encounters the considered company for the first time. And if the description is incorrect, then this may be one of the reasons for the low conversion.
To increase the conversion, the description of the company on the main page of its website can be changed in accordance with the requirements of usability: for example, if it is too long, reduce it, leaving only the most important information, if it is unreadable, format it, place semantic accents and divide the text into convenient small blocks or paragraphs.
Reposition the design elements on the landing page
The landing or landing page in web design is usually called the page on which the site visitor must complete the conversion, that is, perform the expected action from him: click the Buy button, go through registration, fill out the application, etc. Of course, the design of the landing page has a direct impact on the conversion rate of the site.
To increase the conversion, you can change the relative position of the design elements on the landing page of the site to find the solution that will encourage visitors to perform the desired action the most. Of course, such changes should not be made at random, but after a thorough analysis of behavioral factors on the site and usability testing. For example, the A / B analysis technique can help in this.
A / B analysis involves comparison by the test group of the original and updated page design options. At the same time, the participants of such a group are not informed that they are testing the design to obtain more reliable results. Only one of the tested options should be shown to the same participant in the analysis process – this is necessary, again, to increase the reliability of the test results. The data obtained during the A / B analysis can be used to make the final decision in favor of the old or the new design option.
Resize and color design elements on the landing page
Even such seemingly insignificant parameters as the color or size of the “Buy / Order” button, the size of the photos accompanying the goods offered on the website, etc. can influence the decision of a site visitor to make a conversion. For example, real cases are known only by changing the button color from red to green did the site owners manage to increase the conversion by 2, or even 3 times.
Changing the various characteristics of various design elements on the landing page, as in the case, with changing their positions, should not be made at random: all decisions about changes should be made only after a detailed analysis of the situation, as well as usability testing. The A / B analysis already mentioned above is also useful in this case.
Sometimes quite unexpected tricks can contribute to a website’s conversion, and, for example, the practice of web design confirms that even changing the location of the block of social buttons on a page can positively affect conversion. This allows us to conclude that there is no and cannot be any trifles in web design: the structure of the site, each element of its design, textual content – all this should be as thought out as possible, consistent with the goals and objectives set for the site.