Part 2 Website Design That Drives Sales
6. Free offers:
If you’re offering a sale or other free item, be sure the word “free” sounds loud and clear. What are some reasons that users wouldn’t buy from you? Your website also should explain how you proactively fulfill customer requirements and address issues.
7. Short forms:
Potential clients don’t want to give you their city, state, last name, pet’s name and six other pieces of information just to get that free download. Keep it simple. Start with a first name, email address and zip code. If you are using a captcha test, you might try turning it off to see if that makes a difference in response rate without maximizing your spam.
8. Virtual chat:
More people than ever prefer an instant online chat while they browse to picking up the phone and dealing with an options menu. Even if they don’t want to talk, they know the option exists. That alone can maximize trust.
Your big headline text needs to address any concerns your potential clients feel important. Are they worried about timing? The process? The results? Whatever it is, address the solution in bold and bigger letters.
10. White space:
A cluttered webpage looks ugly and feels constricted. Too many elements can confuse users and turn them away.
Bonus: A/B Testing.
Businesses that succeed will carry on with testing small changes on their website. For example, what happens if the color of the CTA button switches from blue to green? While you often will see only little movement up or down, your site will be stronger overall if each change in the series causes a small rise.
During testing, try to making only one change at a time. You might experiment with button color, text or placement of elements. Then, according to your website traffic, wait a few weeks before analyzing the data and deciding whether that change becomes permanent or reverts to the older layout.
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