The ability to attract visitors and transform them into customers is one of the central functions of a business website. To do that, a site needs to go through a wide range of improvements and optimizations. Most of them have to do with excellent copywriting, search engine optimization (SEO), and high-quality marketing.
A widespread problem is that businesses focus on having good-looking sites. However, that by itself does not ensure that potential customers will choose to do business with them. It’s like renting a beautiful building for your store, but not decorating your storefront accordingly.
In this article, we’ve compiled a set of essential optimizations you need to consider in order to amplify your website’s capacity to attract and convert clientele. Let’s dive right in, shall we?
1.) Take Advantage Of Heat Maps:
WordPress has a massive list of heat map plugins. These tools and will provide you with lots of valuable data on your users’ behavior, and the zones of your website they frequent the most. Additionally, this will allow you to have a better understanding of the elements of your site that may cause friction with the users’ flow, which may cause your potential customers not to convert.
Once you collect sufficient data by using heat map plugins, you’ll be able to experiment with potential solutions to the problems associated with low conversions. You can reposition your products, make changes to your calls to action, improve copywriting, eliminate unnecessary graphic elements, and so forth.
2.) Decrease Load Time:
Quite possibly, long page loads are the issue that can have the most detrimental effect on your conversions. While long page loads don’t affect your site visually, they can block a considerable amount of your traffic to your website — here’s why.
Visitors get incredibly irritated when they have to wait for a webpage to load for too long. How much is too long? What’s your best guess?
A recent study suggests that more than 50% of respondents stated that they expect a page to load in under 2 seconds. If a page takes longer than that to load, they become frustrated and are very likely to stop waiting for the page to load any longer.
Amazon has invested a lot of time into researching the detrimental effects of long loading time. The studies suggested that even minimal delays caused them to lose substantial amounts of money. On a similar note, Google published a report, where they mentioned that they’ve experienced a 20% decrease in traffic, due to the load time increasing by 0.5 seconds.
3.) Facilitate On-Site Communication:
Live chat has been around for more than twenty years, but it’s been popularized in the last five. Live chat has become especially useful once chatbots have become a thing. A study published by Forrester states that web chat is a much more affordable choice, compared to a phone call.
Moreover, people don’t always want to talk to somebody every time they have an issue. They might prefer to just get their troubleshooting with a person or machine on a site — it’s quicker and demands less interaction.
Aside from the benefits related to comfort and cost, web chat does increase conversions. The American Marketing Association has published an article stating that companies enabled a web chat on their site saw a 20% boost in conversions.
4.) Reading Gravity And The Rule Of Thirds:
Humans interact with web pages in a certain way. Taking reading gravity is imperative if you’re looking to increase conversion because it allows you to understand how users will be interacting with the site, which gives you an idea about where to place CTA’s and buttons.
From a design perspective, there are two central types of gravity — the Z-type and the F-type. The former used to be very common in back-in-the-day websites, while the latter is considered a staple in modern-day UI’s.
Similarly, you can experiment with the rule of thirds, which is known to improve conversions considerably. This rule is one of the essential principles in photography, which guides the artist where to place the most important elements, and is today among the most critical practices designers and site developers should take into account.
So, the question is — where do you place the important elements? People typically inspect rectangular objects or look at pictures following a Z-type gravity, which is also called the Gutenberg diagram. Here’s an example of a typical eye path:
This is why it makes sense to place names and headlines on landing pages in the upper-left corner, and buttons in the lower-left corner.
5.) Personalize Your Landing Page:
The extent at which we personalize our customers’ experience has seen a great deal of changes over the years. We started with simply personalizing emails by using the recipients’ names in them, and we’ve arrived at personalizing landing pages in real-time, according to a user’s behavioral data.
In a study published by Insightera, personalizing landing pages can increase your conversions fourfold.
There is a wide range of factors you can personalize for:
- Organization size and niche
- The device the website is accessed from
- Search method
- Onsite history
6.) Your Site Needs A Search Bar:
According to recently published research, people that use the search bar on a website are over 200% more likely to convert compared to the users that don’t use it. A user that engages with your search bar establishes communication with your site, they’re openly informing you about what they’re interested in. Searching for something on a website is a marker of intent and motivation to purchase. Not having a search bar is very limiting.
Besides having a search bar, you need a good search bar. What does that entail? Generally, you’re looking to facilitate the search process for them. To do that, consider integrating filtered navigation, predictive search, and validate a set of synonyms and substitute terms.
7.) Consider Hick’s Law:
Depending on the nature of your business, you should take Hick’s Law into account. This law suggests that customers will typically take more time to think when presented with more choices.
More importantly, the time they need to make a decision increases logarithmically with each additional option they’re offered. Hence, it’s important not to oversaturate your potential customers with services and products you offer.
Here are a few things you should do to optimize your site with Hick’s Law in mind:
- Use less CTA’s and links on a page.
- Showcase your most solicited products or service and tell about the secondary ones on dedicated pages.
- Eliminate visual clutter to reduce the users’ friction with the site.
Optimizing your WordPress demands investing some time and effort, yet with the right goals in mind, you’ll be able to considerably increase the rate at which convert passersby into loyal customers.