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By Melissa Cartagena
Take more notice of websites as you surf the Web over the next few weeks, keep an eye out for usability issues you come across on other sites and learn from them. Usability issues are basically anything that makes you back up, stop to figure out the next step, or stare blankly at your screen. Make a note of that site and bookmark it for future reference. Don’t allow your site to be one like those and learn from other people’s mistakes.
Why is my site not converting? Now let's discuss creating pages within the site that boost conversion (sales/leads). By this I mean making sure that your visitor is set up to make the desired action whether it is a purchase or inquiry. You might ask yourself:
“What is the page’s primary objective?”
“Does the page have a clear objective to persuade a visitor to make the desired action?”
Does it have a clear headline?
Do I use images that could potentially distract visitors?
You should be using each page to direct a visitor to do what you want them to do. Ensure that your visitors’ questions are answered prior to them asking them. Consider addressing your visitor directly with “you” and “your” instead of “us” and “our” personalizing their experience. Keep visitors options limited, too many options can deter a visitor instead of leading them to a desired action.
Also, consider that top upper corners are “prime real estate” for key pieces of information such as special promotions or phone numbers. Avoid using these areas for images that will not entice a visitor to proceed to a desired action. Images can automatically draw attention and therefore do not need to be placed in dominant positions in the natural eye-path. Ensure that your visitor understands the desired action that needs to take place and keep your call-to-action simple yet compelling.
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