While people like to rate websites on a number of different scales, there’s only one metric that truly matters: your conversion rate. When people visit your site, are they following through with tangible action? In most cases this is a purchase or signup, but it varies from site to site. Regardless of what you consider a conversion, you need to focus on optimizing your site today so that you can increase conversions throughout 2015.
Pay Attention to These 5 Features
Which features are important changes from year to year and it’s up to you to determine which site elements need to change and which are better left alone. In 2015, conversion rates will depend on a number of interconnected and independent factors. Experts believe these will be among the most important:
1. Site search
Research shows that users need high-level site search functionality. In other words, they should be able to easily find pages by either typing a keyword in a search box or finding it in a drop down menu. If it takes too long to find what they’re looking for, users will leave your site in search of an alternative (most likely one of your competitors). The case for including a site search feature is best supported by a study, which says users who use site search convert an average of five to six times higher than those that do not.
2. A/B testing
A/B split testing exploded on the scene in 2014 and the influx of new testing tools means it’s easier than ever to analyze various elements of your website. As long as you have a large enough sample size, split testing is a no-brainer. It allows you to tweak individual elements – such as titles, images, descriptions, site copy, layout and design, etc. – and see which perform better. In many cases, the results are staggering and can lead you to implement an entirely new strategy that you’d never considered. You should look at testing as an ongoing activity, not a one-time task. Customer preferences are always changing and you need to stay on top of the latest trends.
3. Video marketing
It’s no surprise that visual elements are more engaging and interactive; however, understanding where to incorporate video marketing can be difficult. For ecommerce websites, video is best used on product pages when textual descriptions don’t adequately convey the value of the product or service. In other instances, video marketing can be a good opportunity to present client testimonials and other reviews.
Amazon.com has proven that personalization is a driving factor in purchase decisions and conversions. However, in 2015 it will be up to you to determine where to draw the line. With current tools and software, there is a potential to over personalize a user’s experience and essentially scare them away. Use A/B testing to determine what level of personalization allows you to extract the most value and work from there. Geo-specific pages and product recommendations are the best places to start.
5. Long scrolling sites
As mobile devices become increasingly popular, many websites are finding that long scrolling homepages bring the highest return. Instead of forcing users to click three or four links to find the information they want, this web design features lets them easily scroll down and discover what they need;Apple’s iPhone 6 page is a perfect example of this.
Focusing on Conversions
As you move forward in 2015, it’s important to place emphasis on driving engagement and increasing conversions. By implementing some of these tips and tricks, you can better position yourself for success this year.
At digiTech Web Design, we would be happy to work with you to develop a strategic web design strategy that takes advantage of current trends while providing you with a long-term solution. For additional information or questions, please contact us today!