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  • Website Mistakes That Drop Conversion Rates

    The most common ways businesses hurt themselves by discouraging people from taking the next step.

    Upstart: Gamechangers

    Sometimes, knowing what not to do can be more helpful than being told what to do. As you optimize your web design for conversion, it’s important to avoid known pitfalls that will guarantee lower conversion rates. Let’s take a look at some of the most common ways businesses hurt themselves by discouraging people from taking the next step.

    Ineffective or Non-Existent Search
    Not everyone wants to spend time leisurely browsing through fifteen pages of your website. Most users will want a search option that allows

    Courtesy: Andrew Chambers/PhotoXpress Free Images

    them to find the information they’re looking for immediately. Next to having no search at all, an ineffective search option is one of the worst mistakes you can make. Evaluate your search capabilities to look for flaws. For instance, what happens if a user misspells a product name? Does the search engine provide suggestions for similar terms? Does it provide a way to back out? Or does it leave the user on a dead-end page with no way to get back?

    Poor Copy
    Copy should be easy to skim while effectively persuading a variety of buyer types. That means including subheadings, bullet points, and other ways to break up information into bite-size chunks that can be quickly absorbed. It also means including a variety of persuasion techniques that will appeal to buyers in all stages of the buying process.

    Ineffective Keywords
    SEO is essential for online effectiveness, but it only works if the keywords you’ve chosen accurately represent the information on a given page. Keywords that mislead the viewer will result in bounces, so make sure you’ve done your research.

    Confusing Layout
    Over the years, internet users have come to expect websites to operate a certain way. For instance, they expect a linked logo or company name in the upper left hand corner, they expect navigation to be on the top or left-hand side of the page, and they expect links to be in blue and to change color once they’ve been clicked. Web design for conversion should take into account these unwritten rules in order to communicate effectively.

    Boring Headlines
    Headlines are your best chance at capturing the attention of the reader before he backs out and goes somewhere else. Web design for conversion should use keyword-rich, concise headlines that clearly communicate page content in order to attract the attention both of search engines and your human viewers.
    Avoiding these common pitfalls will get you started on the right road to web design for conversion. Once you’re headed in the right direction, you can begin testing the various elements of your design to determine what will work best for your target audience.

    About the Author : Marty Diamond is a principal at Diamond Website Conversion, a boutique consulting firm specializing in conversion optimization for small businesses.

    Upstart: Business and Management for 20-40 Year Old Professionals

    Filed Under: Gamechangers

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    About the Author: Marty Diamond is a conversion optimization specialist. She shows small businesses how to get more leads and sales from their website’s existing traffic. Find out more about Marty at DiamondWebsiteConversion.com . You can also connect with her on Google Plus at +martydiamond.

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