October, 2015

The Human Side of Conversion Optimization

Increasing conversion rates is a common goal for retailers as most websites have a conversion rate less than 4%. Here are some helpful insights from WebCongress’ 2015 Digital Media Conference about conversion optimization:

Understand how people work physically and mentally

Who is your audience? What is their attention span? The concept of limited attention span is very important. Attention is like a laser beam; it focuses on a very narrow area. You need to be able to capture attention as quickly as possible to keep them on your website.

Understand how people process information

Visual perception is the ability to interpret the environment by processing information based on our backgrounds.  We can all see the same object, but the mental representation that we have is different for every person. Every visitor that sees your product, service, or content will have a different mental representation. Take that into consideration when you decide to utilize visual content on your website.

Everything is a conversation

Whether you have a complicated or simple product, you need to establish a conversation. How do your visitors think? How do they make decisions? What do they need to know about your product or services? It’s important to build answers to their questions. Conduct research instead of making assumptions about who your visitors are and what they need.

Every web page is a script

Based on the research you have gathered on your audience, you can develop a strong script outline. Map out the thought sequence you want people to have as they visit your web page. After you’ve developed the outline and the order of importance, you can work on the design elements. The purpose of design is to manage the attention and guide people through the key points of the story line. Drive the audience to a call of action.

If you have any questions about conversion optimization, content development or web design, please contact us at info@lavozmarketing.com.