A key to opening conversions online (part 2 of 3)
By: Jeff Giacchetti
In the first part of this series I discussed how the relevance of an advertising message influences conversions. While it is one important factor, to consider, a second, and equally important, key is usability.
Usability simply stated, refers to the ease of use in navigating a website. It encompasses the entire user experience on the website. It is inclusive of site copy, visual layout, content architecture, availability of information, and ultimately the checkout process. Marketers must create a user environment that’s conducive to delivering information and completing transactions. This is vital. There are several specific steps a marketer can take to ensure their site is usable.
It is especially important to mention that a marketer must realize that copywriting is an essential building block to site usability. How you say the message is equally as important as what the message says. You must match the content to the audiences social and language mores.
The language is critical to search optimization - both organic and paid. Remember search engines scan sites for words not pictures. Using the right words and information structure will deliver highly qualified traffic to your website.
Flashiness is another common error in site design. I don’t mean FLASH, the program, but rather too extravagant use of rich design elements. While the designer may see it as cool and fancy, the user may finds it cumbersome. Too much flash (both kinds) and other creative slows down page load, which is off-putting to the user. Usability studies have shown that 8.6 seconds is the maximum time web users will wait for a page to download (source: Andrew B. King - Speed Up Your Site). It deters the user from their quest for information, action and checkout. Avoid these pitfalls at all cost.
Above all marketers must realize that while they know their product inside and out, their users do not. Therefore basic information should be prominent and easy to find. In that vein, it is also important to recognize that the way people read traditional print versus online print is different. Online, people tend to scan information across a page, left to right then up and up and down, then horizontally across again (F-Pattern), rather than reading word for word as they would in traditional print. They also notice text before images, which is why important information should never be built inside of a graphic. Finally, in traditional print people have a tendency to quickly notice ads at the bottom right page corner, whereas online this is not so.
Good site design requites ongoing testing. Always check your site using different web browsers to make sure it displays well no matter what browser the consumer uses. When coding, stick with basics like javascript, flash, etc. to ensure that the most amount of people will be able to view your content. Once you require a user to download software to view your site, you run the high risk of losing them. As well, make sure the look and feel of your site is viewed as secure and comfortable. Make sure that SSL [secure socket layers] is used and that your site is verified through a security service such as VeriSign, Thawte or ScanAlert. Displaying that stamp of approval will add credibility to your site, facilitate usability and thus increase conversions.
Site credibility plays an integral role where usability is concerned. The more honest your sites comes across as, the greater the chance of converting a user into a customer. Testimonials are one way to enhance the honesty and perceived security of your online business. It should always be included on your pages.
There are a great many factors to consider in attaining peak usability. These are but a few important steps that will improve your customers’ site experience and raise conversions rates.
Stay tuned for next time as I discuss part 3.