website(design tips for improving

visitor conversion rates)

www.credos.com.au

workout

Carolyn King

Get motivated

• Fitter website = $$$• Small changes make a big difference• Set goals and track them• Improving conversion rates is quicker

and cheaper than SEO effort

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11000 visitors X 5% conversion = 50 sales

2000 visitors X 5% conversion = 100 sales

1000 visitors X 10% conversion = 100 sales

Carrot or stick?

• quick/easy• right price• better than

alternatives• useful• rewarding• etc...

2 • problems/challenges• performance• costs or effort• risks & unknowns• procrastination• competition• etc...

2Imperatives

Incentives

Stand in their shoes, not yours

• address you (the user)• focus on needs & benefits

(not facts & features)• use emotions before logic• anticipate concerns• talk their language

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3 ...you

(not us)

benefits

emotions

It's about...

Call them to action

• use active language (verbs, pronouns)• be bold (ask/command politely)• suggest urgency, instant gratification• draw attention (sparingly)• right time and place • have an action on every page

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Remove hurdles

• reduce distractions• less navigation, no dead ends• address reasons not to buy/act• provide reassurance at decision points• improve usability & accessibility

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5simplicity...

5reassurance...

5usability...

easy to find phone number

avoid low contrast like thismobile friendly

Fitness round-upSet clear goals

Answer needs & provide incentives

Address the audience directly

Provide clear, inviting calls to action

Remove barriers to conversion

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Carolyn Kingemail info@credos.com.au | web www.credos.com.au | twitter @CredosAssoc