By Payman Torkiyan | On April 15, 2013 In CRO, UI / UXI’ve spent the last two years studying how people react on various websites depending on the content or the task that the business owner wants the visitors to complete. I’ve also read countless case studies done by major organizations to improve conversion rate numbers. I’ll share my thoughts with you below.
CopyThe basic information architecture layout of a website is supposed to make the life of the user easier. They’re supposed to find what they want quickly and get convinced that your product is hands down “the best for what I want”. Assuming you don’t want to change the design (which is a huge factor with conversion numbers), you need to consider changing how your copy is presented. Like I’ve mentioned before, people scan when they are browsing.
“Eye tracking visualizations show that users often read Web pages in an F-shaped pattern: two horizontal stripes followed by a vertical stripe.” - Jakob Nielson
- 1. Headline
- 2. Value preposition
- 3. Benefit list
- 4. And call to action
Benefit List37signals does a great job presenting the benefits of using their products. They do not just talk about features. Features really only is talking about you as a company – it’s a checklist of what you have to offer. What users want to know is what’s in it for them. Again, 37signals does a great job of showing the user what the benefits of using their services and apps will be. They use words like; useful, easy, no hidden fees or secret prices, basic. These words will be reassuring to all users in letting them know they won’t be wasting their time figuring out how to use the products.
Call-to-actionYour call to action should purposely connect to your goal, and reinforced by all aspects of your page, from your headline to your copy and everything else in between, this call-to-action will be your end goal for the user.
Here’s a list again of what you need to have on a page to increase your conversions.
- Add a sub headline as your value preposition
- Create a benefit list of why you’re better than the next website
- Clear call to action telling people exactly what they will be getting after they click on the button
- Format the text so that is easy to read and easy to scan