When conducting business online there are many variables to think of to ensure maximum exposure to your customers and maximum conversion rates. We previously spoke about the Four Rules of User Centric Design to consider when designing and developing your site keeping the needs of the end user in mind.
To recap those four golden gules of user centric design before we take things one step further:
1. Optimum visibility
Keeping your site simple and easy to navigate ensures all key elements are obvious to the end user at a glance.
2. Clear hierarchy of information
Arrange your content in a way that is logical – the most important stuff goes first so your customers can find what they need with minimal effort.
Consistent branding and usability allows a steady confidence to develop in your end user, and in turn loyalty to your brand.
4. Design for simplicity and speed
All tasks and interactions on your site need to be effortless and fast, with complex decisions made simple due to effective design and intuitive functions.
So with the 4 principles of user centric deign cemented in our minds, let’s look at the next step in the process of maximising our online conversion rate.
Ensuring your site is optimised to encourage online conversions is critical to achieve your business objectives. However, online conversions are not the same for everyone. A conversion can be an online purchase, a comment, a share, or a lead in the form of a completed contact us form – it all comes down to your business goals.
Online conversions in action: Unicef Australia cases study
Adrenalin worked very closely with Unicef Australia to design and build a powerful, emotive & conversion optimised website. See more here about the Unicef Australia site.
Adrenalin's Senior Account Manager Lauren, highlights how online conversions were achieved through drawing on emotion and storytelling to connect the website visitor: “We created a seamless journey to donation by maintaining the donor’s emotional connection by using relevant imagery from the story that first captivated them.
The optimised user journey encourages donation and helps convert one-time supporters into monthly donors.
The blend of powerful creative and an optimised online conversion UX delivers a seamless user experience that encourages and assists users to reach Unicef's desired end goal – donation.
So what steps do you need to take to ensure your site is optimised for online conversions?
1. Fast-loading website
Slow loading times are a major contributing factor to page abandonment, leading to a significant adverse effect on your bottom line. As noted by Kissmetrics, 47% of consumers expect a web page to load in 2 seconds or less with a then startling 40% abandoning a site that takes 3 seconds or more to load. With loading times a clear factor in page abandonment and a significant factor in search engine rankings, ensuring speed is essential.
2. Seamless experience across all devices
Despite the exponential popularity of mobile usage, don’t disregard the humble desktop and other devices. Computers and laptops are still used by many to perform critical tasks with research by the Consumer Barometer Survey showing in 2016, the average number of connected devices per person was 3.4 – showing a clear reliance on other devices apart from mobile.
As Lauren noted: "Traffic to UNICEF.org.au is split 50/50 between desktop and tablet/mobile, so creating a seamless experience for users across all devices is paramount to the success of the site. Page elements that adjust responsively avoid degradation of the user journey regardless of screen size, and execution of design that easily translates from wide desktop screens to small touch screens allows compelling imagery and crucial CTAs to always be in optimal positioning."
3. Intuitive navigation
Incorporating pre-emptive design allows the user to focus on the task at hand without hitting any unwelcome roadblocks or speed bumps. By mapping out your user journey and anticipating what actions they are likely to take on your website will ensure that every possibility is considered with the user in mind. The focus is to decrease the ‘knowledge gap’ of your users – that difference between their existing ‘current knowledge’ and their missing ‘target knowledge’ required to use your site. Target knowledge is defined as the required knowledge a user must posess in order to use your website effectively. Miminising this gap leads to a more user-friendly interface,and a fluid, effortless experience for your customer.
4. Create an emotional connection through engaging storytelling
People want to feel connected in the world they live in and the online world is no different. Investigation of emotional connections through digital vices is essential to engage with your user and offer an emotive point of difference throughout the user experience. As Derrick Day from Branding Strategy Insider notes that it is those marketers that harness the power of emotion and use it to harness brand growth that are miles ahead of their competitors.
The Adrenalin team worked with powerful engaging and emotive images to connect with potential Unicef donors:
“UNICEF regularly draws in new and returning donors through compelling storytelling, often leading with striking imagery. Powerful photo essays, profiling a child’s story, or highlighting the hardships and successes of children around the world are frequently popular subjects on the UNICEF.org.au blog. Using an emotional connection to engage an audience positions those readers one step closer to becoming a donor, and frequently reading a blog story is the first step in the user journey to donation.”
5. Use appropriate language, layout, content, style and functionality
Researching your client’s needs, wants and desires will assist in designing a site that ticks all these boxes. A/B Testing is a powerful and widely used testing method to determine which layout, language, and style of page your readers’ better respond to and result in a positive conversion.
6. Display relevant and engaging content
We all know Content is King but ensuring we heed by the mantra is utterly essential. Engaging people with the right content at the right time is the secret to harnessing your reader at the crucial point. This comes down to understanding your audience and why they are on your site.
A positive user experience is key to conversions – being presented with the right information and content at the right time can lead your customer down the path to conversion.
"UNICEF.org.au positions a compelling story front and centre next to a Donate CTA – the user can decide if they want to learn more or immediately take action. Within further content, CTAs to donate or engage are easily accessible in order to keep the user on the path to conversion.”
7. Track everything
Knowing users journies throughout your website and the actions they take at each and every step will help you understand any hindrances or road blocks on your website. Using Google Analytics is the best step to tracking these movements. Apart from the 25 reasons to use Google Analytics you’ll know where people are clicking, you’ll understand what draws their attention and what their overall online journey is. It will provide a host of invaluable insight that will help form your future online strategies. Other tools such as ‘heat mapping’ are a great way to get a visual of how your site is preforming.
If you found this article interesting contact the team to find out how we can help increase your online conversions.