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  • Reducing the “Oops! Factor” With Conversion-Centric Web Design

    Web design for conversion requires attention to many details. Correcting these five mistakes, will give you a user-friendly site that encourages people to keep clicking.

    As you design your website, it’s easy to create page after page of content without ever stopping to ask yourself whether that content truly serves the interests of your target market.

    One of the biggest mistakes companies make is in assuming that what seems intuitive to them will also be intuitive to their visitors. This mistake alone can lead to a host of other blunders that will send your conversion rate into a downward spiral.

    Let’s take a look at five errors that can sabotage web design for conversion.

    ●      Failing to Test—While this isn’t a design element per se; testing should nevertheless be a fundamental part of the design process. By incorporating a regular testing schedule, you can determine which changes will guarantee increased conversions and which ones will send visitors bouncing away.

    ●      Poor site architecture. This is really the foundation of your website, how it all hangs together.

    • How will visitors navigate your website?
    • Which topics should go under which category?
    • Should you have a services page or list each of the services as a separate category?
    • Have you thought about the visitor’s need to narrow down their product selection to a few items they can easily compare?
    • What about growth, will your architecture successfully accommodate thousands of products each with several variations?

    ●      Unfriendly Search—People expect search boxes on the websites they visit. Having search that isn’t user friendly is almost worse than having none at all.

    Make sure your search can deal with misspellings, generalizations and that it offers suggestions or at least links to other parts of your website if a search generates no results. Above all, avoid leaving users on a dead end page at the end of an unfruitful search query.

    ●      Relevance of the messaging and images to your target market. Start by identifying your target market and get to know them in depth. Once you know and understand your target market, ask yourself these questions about the copy and images:

    • Will it be relevant for your target market? Does it match up to their questions and needs?
    • Do your images connect with your messaging? Is it all congruent?
    • Does each page clearly identify where the visitor is, what they can do buy or get and why they should do it with you?

    ●      Trying to do too much on the home page. What is the one main thing that you want visitors to do when they land on the home page? Focus the page around moving visitors towards that goal. Make sure that you maintain a hierarchy on the page and those additional goals take a secondary position to your primary goal for the page. Too many home pages have competing goals, which will only confuse and distract visitors.

    Of course, web design for conversion requires attention to many details besides those listed above. Correcting these five mistakes, however, will put you well on your way to a user-friendly site that encourages people to keep clicking, ultimately leading to clinched sales.

    Filed Under: Tech/E-Commerce


    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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