16 January 2008 |

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 has been working online as a designer since graduating over 10 years ago with a degree in Graphic Information Design. She worked at Tamar in her early 20's as a Junior Designer, then spent a number of years away before returning to the agency and being promoted to Creative Director. Specialising in Conversion Design, she strives for maximum conversion rates for many key clients and implemented the rebrand of Tamar's corporate identity last year.

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