Think back to the days when you would frequent retail stores.
A good chunk of those times probably consisted of you simply browsing, or window shopping. Something about the store lured you in, but it was not enough to inspire you to spend your hard-earned money.
This scenario is similar to the predicament we find ourselves in when dealing with website traffic:
“Okay great, our SEO practices are working, but we are struggling to convert visitors into paying customers” 🤬
If this hits home, know you are not alone. The average website conversion rate is a mere 2.35 percent, according to Startup Bonsai, illustrating this is a challenge all ecommerce brands deal with on a daily basis.
But also extremely fixable, as evidenced by ecommerce’s top performers 👇
- Websites in the top 25 percent in terms of performance have conversion rates 5.31 percent or higher, according to Wordstream.
- Websites in the top 10 percent enjoy conversion rates 11 percent or higher, according to Wordstream.
Good Monster wants to see your brand earn its way into those high-performing groups, and in order to get it there, we are going to identify five ways you can improve your site’s design in order to increase your conversion rate 👊
Compelling Copy and Intentional Design
Let’s start with the fundamentals.
A website’s visitors spend on average under six seconds “reading” your content, according to Webdesigner Depot.
Instead of getting upset at the fact all the hard work you put into wordsmithing your website does not receive the time of day, think of it like this:
Now that I know I only have a tiny window to capture their attention, what can I do differently to produce more effective copy? 🤔
Just because it needs to be short and sweet does not mean it will be quick and easy to write. Ask yourself these questions the next time you rewrite your website’s copy 👇
- Does my site’s primary text allure visitors?
- Is there a call-to-action button below this, and if so, does it convey what I want visitors to do?
- Are there so many words on the page that potential customers may lose focus on moving forward with the purchasing process?
- Am I representing my brand’s voice and using language that resonates with my target audience?
- Can I afford to be more concise?
After opening up a new tab and examining your website with these questions in mind, it is possible you will find it is deficient in some of these categories.
If it is, do not feel discouraged. Make the proper adjustments and keep on keeping on! 😌
No matter the format, writing requires multiple perspectives in order for it to evolve into its best possible version.
Think of this blog as the perspective that was the missing ingredient to converting website visitors into customers.
If you need more convincing writing is not a one-person show, go look at how many people Stephen King thanks at the end of every novel.
Take it from a writer.
Writing is hard.
Copy and design have to not only coexist, but they should support each other in accomplishing a common goal 👉 turning visitors into customers!
Design must direct them to the savvy copy that ultimately gets them to the checkout page.
Too many images or other incohesive and distracting elements may cause customers to ask themselves, “What the f@$% is going on here?” 🤯
That is a sure way to deflect them off your page in under six seconds.
Your design has to draw visitors attention to the parts of each page that continually keep them moving forward. If your copy and CTA are on point but your design obstructs it, all that effort was for nothing.
Currently, Drink New York Craft’s primary goal is to accumulate a following.
The craft beer marketplace wastes no time in accomplishing this, evinced by asking for users email addresses under some enticing copy on the homepage.
If you like craft beer, you want to discover and taste the most premier ones in the state, right?
Well then submit your email!
🍻 Cheers to Drink New York Craft for pouring up a great example for us to use.
Flaunt Your Unique Selling Proposition
Shopify defines a unique selling proposition, or USP, as “the one thing that makes your business better than the competition.”
The reality is there are countless businesses out there selling what your company sells, but your customer experience is far more superior than theirs.
You know that, but how do you communicate this to your customers?
💡 By making sure your website emphasizes your USP!
Take a look at the homepage of toothbrush manufacturer RADIUS 👇
Obviously, it is clear who the star of the show is.
His tongue hanging out, his smushed face that is so hard to look away from and his paw up in the air automatically grab your attention, but check out what he is pointing at 🐾 👉 RADIUS’ USP!
The company sets itself apart from the competition by building products with biodegradable materials the environment appreciates, which is why RADIUS made certain site visitors learn this immediately.
With the help of a top-tier model, of course.
How you draw attention to your USP is up to you, but however you choose to do so, ensure it is impossible to miss.
☝️ One more particular to mention regarding your USP: do it on every 👏 single 👏 page.
The homepage is where visitors develop their first impressions, but people have short attention spans! Keep them intrigued by shining a spotlight on your USP on each and every page.
Simplicity is Key
There is such a thing as overdoing it, and if you are an ecommerce brand, doing too much only hurts your cause.
Consumers are fans of instant gratification, so if they cannot find what they are looking for within seconds, you have already lost out on a potential sale.
Your website should not leave visitors wondering where they can find the product they came for.
Beaba, a company that makes baby products, is a terrific example of how straightforward a site should be.
For a few moments, let us pretend we are shopping for a device that enables us to make baby food at home, and if you are in the market for this, you are welcome for leading you to the right place 👇
Okay, there is the product we are looking for, right on the homepage. Perfect. Let’s “Explore” then.
“Explore” leads us to our options. Blueberries are tasty, so we will add the blueberry-colored one to our fictitious cart.
Beaba let us know our new baby food maker is waiting for us in our cart, and presented us with a few options: checkout, view our cart or continue shopping.
Easy. Straightforward. Effortless. Simple.
Design your site in a simple way that keeps up with the rest of the world 🏃♀️ 🌎 🏃
There are certain conformities your brand’s site has to adhere to in order to increase its conversion rate, but that does not mean it should ever lose sight of its identity.
Part of what makes your brand special is because it is so distinct from the competition.
Maybe you founded your company because you were passionate about offering the world a solution to a problem you frequently encountered, so you can relate to what your target audience is going through.
Or you discovered a flaw in the competition’s version of your product so you went off and did it better.
Whatever it is, articulate your brand’s story through your site’s design, and remember to keep the following in mind:
- Maintain your brand’s voice
- Always be cognizant of your target audience
- Embrace what sets your brand apart from the competition
If you elect to be a cookie-cutter company, you will see the bounce rate increase instead of your conversion rate 🤷♀️
We had to save the best for last 👇
Do not be afraid to brag!
Your brand’s website is the ultimate representation of your brand and its products and/or services.
Take advantage of this platform and show the f@$%&* world why you kick ass 😈
Before getting your adrenaline too jacked up, please know there is a professional way to do this, and that is by allowing your previous customers to brag for you.
All you are doing is putting their feedback on display 😏
Effective ways to earn credibility with visitors are 👇
1. Showcase product reviews
2. Exhibit testimonials from industry experts
3. Provide links to endorsements from social media, either from previous customers and/or influencers
Since competition is stiff no matter what industry you are in, you are going to need all the help you can get to sell the world on why your company is the best at what it does.
What better way to do that than by flaunting the feedback from verified customers?
Reviews reveal whether or not potential customers are on the cusp of making a smart or regrettable purchase. To prove it is the former, allow loyal customers to vouch for your brand.
Besides, when has the best ever been bashful?
Each industry has a specific target audience it wants to develop a relationship with, but at the end of the day, they all want the same thing: convert website visits into sales 🤑
These five tips listed above apply to all industries, but it is up to you to tailor them to your specific needs.
Once you do, you will see your conversion rates increase, and business will be booming 🚀