Five Tips to Increase Conversion Rate Through Usability
Sometimes it’s good to have some straightforward 5-4-3-2-1 tips to improving conversion through good usability.
5. Make Your Checkout Process Into a Tunnel
I’m still staggered an amazed at how many sites still allow users free navigation when they have started to checkout. It makes more sense to make the ‘funnel’ into a ‘tunnel’ where there are no left and right turns, no distractions, nothing to tempt the user away from making a purchase, which is what they are in the checkout process to do.
Conversion rate increase – Maybe 20% post basket.
4. Keep The Conversation Going
If you have had a visit to your site, then it’s kind of like a conversation starting. And, as a site with something to sell, you should keep that conversation going. So, tempt your prospects with a newsletter with up to date offers or something free. if you have some information about what they have been looking for, even better, then your conversation will be even more relevant.
Conversion rate increase – None immediately, but significant over time as your list increases and your newsletters drive prospects back to the site.
3. Use Words And Pictures Together
I’ve written about increased usability of words and pictures elsewhere. The rational brain (neo-cortex) likes a list of features and benefits, and the emotional brain (limbic system) likes an emotional hit. Use both. Make users both feel good and be able to justify their purchase.
Conversion rate increase – Opportunity for 20% – 30% more Adds to Basket with sufficiently tested materials.
2. Get Analytics, And Examine Footfall
Google Analytics are free and very easy to install, so there is no excuse. What has this to do with usability? Everything. You can see where your users leave – exit pages – if they just turn up and go away again – bounce rate – and how long they stay on each page, and much more. If you know this, then you can better focus your user research on what your issues really are. It removes the guesswork.
Conversion rate increase – The sky is the limit as usability and customer journey issues become visible.
1. Test With Users
When you test with user you get insights into buying process, page flow, products, motivation that you will not get any other way. And testing need not be expensive with new remote usability testing offering engaging video evidence.