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Turning Browsers Into Buyers
Inc.:
Anyone who does business online worries about how to boost Web traffic. But traffic is only part of the story.
Equally important is the conversion rate–the percentage of customers who actually buy something. On average, companies report that only 3 percent of Web surfers actually buy, according to a survey by Shop.org, a division of the National Retail Federation.
Here’s a look at how one company boosted its conversion rates. Stamps.com, which allows users to print postage and shipping labels from any computer, redesigned its website after testing 12 versions of its site with consultancy OTTO Digital. The company’s conversion rate rose by 20 percent.
- Explain What You Do
The original headline, “Never Go to the Post Office Again!” communicated a benefit of using Stamps.com. But the new, larger headline, “Postage on Demand,” communicates more succinctly what Stamps.com actually does.
- Put The Logo On The Top Left
The Stamps.com logo was beefed up and moved from the top right to the top left because research shows that viewers’ eyes are immediately drawn to the top left of a website.
- Clarify The Offer
The company enlarged the $80 bonus offer and the wording was clarified. Marketing director Sebastian Buerba suspects that customers viewing the old site believed they needed to pay $80 in order to get the scale, postage, and supplies. The new wording itemizes the various aspects of the offer, and highlights the fact that it’s risk free.
- Make The Call To Action Clear
In the original layout, the call to action was a small button labeled “Sign Up” attached to the $80 offer. But “Sign Up” is intimidating to customers, implying a lengthy form with lots of personal information, says Buerba. The new language, “Get Postage!” is direct and urgent. Also, the button is now red, larger, and centered at the bottom of the page.
Photo by OfferMatica.
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Chrsitine OKelly on October 17th, 2007 10:28 am
Great points – I’d love to find a good layout for doing the same (increasing conversions) with blogs where the blogger themselves has products and services to offer. I’m thinking about doing a collaborative project on this – any ideas?
Thanks for the great post!
Christine
Manas Kabiraj on October 17th, 2007 12:08 pm
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mcrilf on October 18th, 2007 3:11 pm
Testing testing testing is one of the most important things to do online. Champion / challenger testing – where you adopt the champion design/process/wording (or whatever) and offer up a new challenger is a great way of achieving this. Of course, it is important to be able to measure your success, so an analytics package like Google Analytics with its goal conversion measurement is critical.
Cool post.
Meg on October 18th, 2007 7:11 pm
I definitely agree with making the call to action super clear. At thebargainqueen.com we feature various bargains that we find on affiliate sites. We only make money when people make purchases.
Previously, readers had to click on the photo of the item or the name of the item in the description to be taken to the site where they can purchase the item. It seemed pretty clear, but one reader left a comment asking if there was some way to buy the item that was featured. That’s when we added a link at the bottom of every post that says “Love it? Click here to buy it! (Or blog it & you could win it.)” to make sure that readers got the message loud and clear — and to highlight the contest that we’re running.
IT Outsourcing | Web Development on January 3rd, 2008 9:27 am
only one word “Stunning Article”
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