Your website’s UX will dictate your website’s impression in the user’s eyes. When a customer lands on your website, they essentially interact with your brand. If your UX design is not on par with the highest standards, you will most likely lose the sale.
A good UX is one that the customers find most usable and easy to use. If your website layout matches the customer’s expectations, you can increase your conversion rates.
Ultimately, designing and launching a website that does not convert will waste your time and money. Below, the article will discuss 5 strategies and tips that you can implement into your website and landing page design to increase conversion rates.
1. Focus On Customer Pain Points
When a customer lands on your homepage, the area above the fold encompassing the copy, headline, and images, should address a common pain point. The area above the fold is what your customer will first lay their eyes on. Therefore, it is a part of the website that is essential.
If you add content that is disengaging on the top fold area, your customer will instantly lose interest and they will no longer want to do business with you. Therefore, you should be very clear with what you offer and motivate the user to buy your product. Also, add relevant images otherwise, they will bounce away from the website and onto your competitor’s website.
Make sure that you use the headline to target the pain points and frustrations of the customer. If your headline consists of relevant pain points that speak to the customer personally, then this is the motivation for them to purchase your product. People are motivated by pain, and so, adding pain points to your website is a UX design that can help.
2. Humanized Design
Make sure that your website design has an element of personalization. People resonate with other people and do not trust a company. To do this, you can add more harmonizing color tones to the website, along with relevant pictures of real people. Also, add their stories about your product. You can add an element of trust to your website by doing so.
If the company trusts you, their decision to work with and buy from your website will have no second thoughts. An example of this would be the website of Airbnb. Scrolling across their website, you can see how they have used real-life pictures of customers to integrate the element of trust into the website.
They could simply add pictures of the rooms and accommodation places, but they have decided to carefully craft trust into their photography by using real people. This builds trust in Airbnb and its hosts. You can easily find a sense of confidence, belonging, and community in their platform.
Another example is Shopify, which is a Saas platform. This platform could have easily showcased their interface and UI designs on their website. Instead, they have used photos to bring about the human aspect of their products. They have used real people to utilize and engage other users to their interface.
Pictures help customers resonate with themselves and get a sense of familiarity with your product. For eCommerce websites, being picture-oriented in design is key to getting the most conversion rates. If you have a product website that you want to sell, add relevant pictures and concise descriptions.
Do not just ad pictures of the product but also add photos of people using the product. Adding pictures of other people using your product will help the customers imagine using the product. This leaves a subconscious image in their mind, which encourages them to take steps into buying the product.
Therefore, make sure that you socially validate the customers into buying your product by implementing a picture-based design. You want to make sure that you show your face and get a picture of yourself in the portfolio of the website as well. If you are a startup, product, or business owner, then adding your photo will help the customer validate your company.
3. Urgency through Scarcity
The concept of supply and demand applies in every aspect of your life, especially in the website’s UX design. When you give away something for free, people will not care about that product as much as you think. However, once you start creating scarcity over a product and limit the number of people who can access it, whether free or paid, you will achieve more conversion rates.
By doing this, you are forcing people to work harder for the product and put effort into it. Once that happens, the customer will find your product more rewarding. In other words, if you do not create scarcity for your product, people will think that it will always be around and decide to purchase it later.
Moreover, if you have a product with scarcity, people will feel like they do not have control of the product, and they will buy in urgency to gain that control. The fear of missing out is something very inherent to the nature of human beings. Therefore, you can exploit this recurring behavior by creating a sense of urgency in your UX design.
There are many ways you can create urgency in your eCommerce website. The most common way is to introduce time-sensitive offers and discounts. This means that you can discount a product for a limited time. Moreover, you can also set up a strategic launch campaign.
Before introducing a product, you can create a waitlist on the website to limit the customers that will access and buy the product. This adds value to the product because scarcity helps build sufficient demand. It also makes the product exclusive and can make it viral.
Hence, when you have good value and pair it with scarcity to create urgency, you will be incredibly successful and get people eagerly waiting for your product. You want people to get excited so that they can share your business with their friends and family. When this happens, your product or service starts to enter mainstream media.
When launching your eCommerce website, besides having an aesthetic design and theme, think about implementing tactical business strategies into the design, website, landing page, layout, and more to excel forward. Creating urgency will make your business more desirable as it will allow customers to wait for your product eagerly.
4. Add a Benefits Bar on Your Website
A benefits bar sits underneath the menu option of your website layout. This bar lists some of the major benefits that your products will offer. It is a way to highlight some of the primary value that your products provide. It also gives the customers reasons to buy from you.
Typically, you want to add benefits that customers are generally looking for. This involves adding the feature of fast or free delivery. You may also offer a purchase incentive for first orders. A purchase incentive is designed to increase the conversion rates of the first order and latch new customers from buying from you and not bouncing off.
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First orders are very important as they increase conversion rate and new customers. This is why you can also add a discount on the first order and mention it on the benefits bar as a first purchase incentive. The best thing about the benefits bar is that it sits on every page of your website.
This allows you to immediately establish why customers should purchase from you, regardless of what page they are navigating across. This is great, and it will enable you to reinforce the benefits and reasons to the customers at all times, increasing your chances of landing a buy order.
5. Call to Actions
Calls to action are very easy to implement, and small businesses can benefit vastly from them. A call to action feature can be in many forms. It can be a button, inquiry, or even something that helps customers buy the product.
Making tasks regarding the purchase, information, or navigation easy through call-to-action features will enhance the customer’s UX. It could be the difference that allows you to either lose them or convert them to sales. Therefore, get a call-to-action on your website if you already have one.
The tips mentioned above are small additions that can make a huge difference in terms of conversion rates for your eCommerce website. Each of these additions helps enhance the customer’s UX when they land on your website.
Keep in mind that these additions do not take away from the importance of having an optimized and fast website. A slow website affects the UX and may even overshadow all other website elements.
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