At the April Conversion Conference San Francisco, presenters shared their knowledge on what makes people buy and tactics that increase conversions. This blog post is Part Two of the 2-part series and covers design psychology, tracking visitors and testing to improve conversions. Part One includes important takeaways regarding mobile and video.
Psychology – People and Design
95% of our actions are preconscious. Visitors use their reptilian brain to make decisions and the logical brain to justify the decisions. Tips for designing your websites and landing pages to take advantage of the subconscious brain include:
- Provide clear, simple choices. Four choices are the maximum number of choices you should give people. Remove similar choices.
- Clarity above all. When visitors come to your page, they should be able to see immediately what you do and offer.
- Remove clutter. The empty space, the more important that area is.
- When displaying prices, list the highest price first.
- People are tribal. Reflect your visitors in layout and tone.
- Use “chunking,” grouping of information in threes or fours, i.e. your social security number, xxx-xx-xxxx.
- Offer proof via trust factors – people recognize brands, quotes with people’s picture or publication’s name.
- Draw attention to strong visuals and faces carefully. The brain processes visuals 50 percent faster than words.
- Provide visual cues to indicate what type of product, environment or service you offer – expensive, casual, kid-friendly, etc.
For example, Watch companies, Swatch and Raymond Weil, have very different target audiences. Swatch targets younger and financially comfortable people while Raymond Weil targets more affluent, over 35 individuals.
Utilize Your Data and IT People
– Site Analytics and Tracking Your Visitors
Tracking your site’s performance is important, so if you aren’t using analytics, start now. Also begin tracking your visitors and segmenting them when possible. If you have an IT department or programmer available, track cookies on websites or add IDs in emails.
By tracking people, you can see how they interact with your site and influence their actions. For example, during the 2007 Obama campaign, emails were sent with an ID assigned to the donor. That ID pulled from a database the last donated amount that person had given. When they clicked on the link to the landing page, the dollar amounts shown were based on the last donated amount.
Test to Improve Conversions
– User-testing and A/B Tests
Note: Vendors mentioned in this section were at the conference and demonstrated their services. There are other vendors that offer similar services. Listing the vendors does not constitute a recommendation.
While improvements can be made to websites based on best practices, its more effective to test your conversion scenarios with profiled customers using your site. You receive a video of participants completing tasks. Vendor: UserTesting.com, $49/participant.
A/B tests can determine the most effective copy, layout or call to action. Vendor at conference: Optimizely.
Before setting up A/B tests, set up an A/A for 2-4 weeks, using the same page with no differences, to make sure your test and software is set-up correctly. There may be some performance differences at first, but will soon convert at the same rate. If not, check software or third-party solution.
- Use Evernote to keep track of concepts, inspirations and ideas to test.
- Small conversions lead to goals.
- Prioritize solutions. Ease + impact = priority level.
- Engagement on social media and email often increases on Friday, Saturday and Sunday due to people’s busy schedules. Visitors must believe email content – avoid “best” unless you can prove it.
- Know your customers touch points and where they originate. Make their second touch point a logical step.
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