16 January 2008 | Sarah Graveling

Call to Action / Conversion #4

Quick ideas to improve online conversion

Ask yourself the following questions from the customers perspective:

Can I find the item I’m looking for?
Can I find something that interests me?

–    Put top sellers on you homepage (show items that are cool, intereting and desirable)
–    Test your navigation (categories, naming etc) with customers
–    Show related items

Do I really want this product?

–    Display large product images
–    Headline the results the product promises
–    Feature benefits in the copy (and make it easy to read)
–    Include recommendations

Can I get it for the right price?

–    Add a limited time promotion
–    Use free shipping
–    Show comparisons and competitors
–    Use slash through pricing

Can I trust this company?

–    Clean up the site design (less is more)
–    Add testimonials
–    Have the security certificate clearly visible
–    Include privacy, contact us and about us pages
–    Show a phone number on every page
–    Highlight your money back guarantee

Can I buy this easily?

–    Add a call to action on every page
–    Add reassurance statements (security, guarantee, delivery etc.)
–    Show a phone number on every page
–    Show costs clearly
–    Reduce buying process to as fewer pages as possible.

Sarah Graveling

Sarah Graveling

Sarah is Creative Director at Tamar.