Website conversion factors | Web Design for conversions

Search Engine Visitors
Hitwise reported in April 2009 that search engines were still the primary source of traffic for online retail Websites. The typical ecommerce site recieving 2 out of 5 visitors from search engines.

Online Branding
Hitwise also report that a high percentage of UK online search are brand searches. This demonstrates that consumers are directly searching for the online presence of known companies and highlights the importance of having a strong online branding that will actively promote the business.

As internet user’s use and trust the search box on search engines increasingly for navigational search rather than the web address bar it is important websites can be found at least for the company name. Also bearing in mind companies can compete on brand searches using to appear at the top of page one for competitor name searches.

From spring 2008 there were no restrictions for businesses bidding for Trademark keywords in the UK and Northern Ireland, so company brands are fair game bids in Google AdWords.

Navigation
At the birth of the era of Web 2.0 in 2006 SIRC, the Social Issues Research Centre were commissioned by Rackspace to provide a report on the factors that make the Perfect Website. They conducted a national survey of 2500 people in the UK, whilst the internet community were buzzing amidst the Web 2.0 era hype. So they came up with a formula for the ‘Perfect Website.’ A poll distributed by YouGov asked “Which factors would be the most important in your “ideal website.” The most important factor identified by 83% of people surveyed was “ease of navigation.”

Loading Times
Akamai quoted a 2006 study by Jupiter Research (a Forrester Research Company) which suggested one third of consumers will abandon a query after waiting 4 seconds for a web page to load. 75% of shoppers stated that they will be unlikely to return to a website if they have a poor experience.

Call to action
Website copy needs to make it clear what it wants users to do using clear and effective call to action phrases. The website owner may be clear what they want users to do, but as users scan read pages is it reassuringly obvious to them? Sign Up for your Free Newsletter! Buy now or Click Here to Buy Now! Call Us Now! Download Here!

Use of space
In general terms the more important the information, the more prominent / higher up the page it should be placed. Depending on the purpose of the website this prime space can be used to convey USP’s, top selling products or convey the sites purpose to the user. Customers are looking for accessible information about your products and services, so communicate this quickly, before they leave to find a site that does it better.

Prime space is often wasted on websites with unimportant information. How much does you customer care if they are being welcomed to the website? Better to shout about your USP’s, Free Delivery, Money back guarantee, UK’s largest selection... and so on.

Conversion Incentives
Incentives can be used with call to actions to increase conversions. Sign up now and receive a Free (subject related) E-book! Call Now to receive your Free Bespoke Quote! Buy now and get 10% Discount, Limited 10 Day Offer! Buy Now and Win (Product)! Adding a graphic of a product related incentive can also increase conversions further.

Of course offers should be genuine, appropriate, highly relevant and useful to the target user.

Top Influencing Website Factors
Enquiro conducted a B2B survey in 2007, using a sample of 1086 professionals. The report included research into the top factors that influence purchasing decisions. Effective presentation of product related information proved most significant.

Overall results were delivered as follows, from most significant to least significant in descending order:

Clear & Easily Found Pricing
Product Info
Downloadable Info
Comparisons
Company's Approach To…
Tech Papers
General Info About
Case Studies
Knowledge Bases
Downloadable White Papers
Multimedia Present.
Info about Company
Online Chat Functions
Webinars
Podcasts

7. Conclusion

The internet is increasingly providing opportunities for businesses and customers. In a difficult economic climate it seems that the opportunities online have only increased. Within this rapidly growing market place it is important for businesses to consider their online presence, what customers are looking for, and whether it can be found with reason to buy on their website. Increasing competition and consumer expectations means that visitors need to be treated well if they are to return, become a customer, and stay a customer. Why will your website visitors take the actions that will provide conversions, and come back for more? Effective web design and Internet Marketing strategy will deliver business USP’s, products, services and conversions. Poor web design will simply drive customers away.

Web Design Services by Rhubarb Media

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