Conversion Rate Optimisation Tips for Satisfied Customers

June 30, 2012 by  Filed under: SEO 

There is much more to CRO than making sure your basket and checkout process is smooth and intuitive. Below are a few tips to make sure your customers take the action you want.

Attractive copy
In terms of the actual copy on the page, there are a number of tips you should follow for writing on the web. The first trick is to get users to actually read what you are offering. Don’t worry about making sure your headline sells the products or services, make sure it gets users to read the text in the first place. The first sentence of a page or piece of text is often made bold for this purpose too.

When it comes to the length of copy, use the same number of words you would use if you were selling or promoting something face-to-face. Don’t try to make your copy too short just because it’s on the web, but at the same time, stop when you have run out of useful things to say.

Icons should be used to gather users attention. This can be combined with using contrasting backgrounds to make images or sections of text stand out.

Social proof

Social proof is one of the most widely discussed areas when it comes to conversion rate optimisation. Have you ever read a product review of Amazon before purchasing a product? Or read a review on trip advisor before deciding if that’s the right hotel for you? Reviews provide users with reassurance in uncertain situations and reinforce the idea that we all need the opinions of others when we are unsure. Testimonials and online case studies which users can access are other forms of social proof that work wonders on websites.

Checkout process

Of course, for online retailers, optimising the checkout process is an essential for increasing conversion rates. Information which cause a lot of retailers to fall at this stage is shipping details and prices. Have you ever almost completed the purchase process on a site, only to find the last step indicates a shipping price you were not expecting? There is nothing more frustrating for a user. Shipping prices and details should be made clear before the last checkout stage, to avoid users abandoning their baskets at the last minute and help increase CRO rates.

404 pages
Creating a custom 404 error page helps users remain on site when something goes wrong. It helps them find the page they were looking for by providing a link back to the site. Creating funny or interesting 404 pages also adds an element of surprise for online users.

Harvey McEwan writes to offer information on a variety of areas, from CRO to fashion and technology. View Harvey’s other articles to find out more.

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