Every business loves conversions. Here at DOZ, we’ve created an entire enterprise dedicated to increasing website conversions. Attracting conversions may seem like an insurmountable obstacle in the process of business success, but it does not have to be that way. Many simple aspects of website design and product presentation can make a significant difference. Hopefully some of these ideas will provide some respite from any conversion anxiety.
The likelihood of conversion ultimately depends on various sorts of optimization. Important steps include the optimization of content and landing page design. There is no denying the importance of technical optimization- namely professional SEO. Just as important are publicity and the presentation of the offers themselves. But strategy relating to these aspects of business stray from the power of computers and utilize human psychology.
Most people are familiar with the concept of psychological marketing strategies. They find them obvious because they are so natural. Pathway and framing imagery, for example, draw people’s eyes toward target items; contrasting or vibrant colors are attractive, and such aesthetics are more likely to gain clicks than a bland or monotone palette. Similarly, arrows lead people where they want to go. The color scheme on an advertisement or website reflects a certain tone or vibe. Take the basic color wheel, for example; each color incites a variety of emotions and associations. Red elicits excitement, authority, fortune, or caution. Green is easiest on the human eye and brings to mind good taste and things natural. Blue is a color of trust and suggests competence. Complementary and triad colors- like purple and yellow or blue, green, and yellow, respectively- create a sense of balance and stability. Employing too many colors, however, creates tension and a chaotic vibe. These concepts apply especially to text. Yellow text is most difficult for the eye to focus on and read, and therefore proves more alienating than attractive.
Recognize these images?
Logos are one of the most important components of attracting customers. It represents brand identity and draws visitors. Moreover, people associate all aspects of a company with its logo. The “Target” Bullseye, for example, is readily recognizable , and McDonald’s Golden Arches have become iconic. Even without the brand name, people identify logos and their colors, all of which direct potential customers back to the company as a whole. Brands with familiar, attractive logos better gain and keep customer interest. These popularized logos- Facebook’s “like” thumbs up is another phenomenal example- pervade popular culture. More popularized logos often signify authenticity and trustworthiness to the public; such logos render competitor brands apparent “knock-offs,” regardless of the comparative quality. Patagonia and the North Face enjoy status in the minds of consumers above other makers of outerwear. Both of these companies furnish quality products and foster corporate cultures of “environmentalism” and “exploration” that appeal to their target market, but this does not mean that less prominent, even cheaper brands necessarily offer less worthy products.
Pleasing aesthetics are not everything, however. Design provides the foundation for presenting what a company offers. One strategy that not only keeps a clean company conscience but that also serves as a marketing tool is transparency. Transparency denotes trustworthiness, which builds and strengthens customer loyalty. Don’t make visitors guess what your site is about and how it goes about its actions. Transparency leads to clarity and easy site navigation. A site should elicit a strong response from visitors, causing them to think, “Yes, this is what I want to learn more about/purchase!” (hence the importance of attracting qualified audiences). A lack of clarity risks alienating visitors, who, finding a lack of value and a waste of time, will leave the site and search those of competitors. Draw visitors in and keep them on the site, but be wary of providing so much information that potential customers become overwhelmed and give up. It is a fine line, but a line worth balancing inorder to maximize conversions.
Many companies also run blogs as a manner of marketing. Blogs that convey valuable information with an aesthetically pleasing design gain viewer support and respect. These feelings are more likely to lead to conversion. Likewise, people like to feel validated in their decisions, so successful blogs and websites often feature what marketers and psychologists term “social proofs.” These include quotes, reviews, guest posts, etc. that provide examples of customer satisfaction and support. This tool caters to the same areas of the brain that cause humans to seek approval from others.
One of the most effective tools is the “scarcity” or “urgency” offer. Buttons and headlines that read “Buy Now” or “Limited Supply” encourage people to make a decision fast. If a potential customer has any interest in a product, he or she is then much more likely to quickly decide to make the purchase. The key is to make the goal of the sale obvious without commanding visitors to click through. People cherish their free will above almost all else.
All of these tools affect people because of inherent biology, culture, and media exposure. Rationality does not explain why marketing and advertising and colors encourage people to go through with purchasing decisions, but sellers might as well tap into what is natural and implement these tips to increase conversions. Conversion involves capturing the broadest but most qualified market possible. Yet it can only help to think beyond the narrow focus and seek to maintain site identity while garnering the interest of a broader market. Pursue the target, but expand the target as much as possible while still maintaining relevancy and product integrity.