Posts from the ‘user experience’ Category
January 21, 2019
A few key things you need to know about improving site conversion:
- It’s about what NOT to do, as much as it is about what TO do.
- You have to know who you are (as a brand), and what your customer wants.
- You give it to them.
Sound simple? It is. Some of the most fundamental things you can do to improve conversion are the simplest. And yet, so many brands are missing out on fixing these key friction points in the shopping process. Here are the five key areas of focus you should get right before you consider anything else:
1. Navigation: This is where you need to take off your marketing hat, and put on your customer’s. Shop your own site. Make sure everyone on your team is doing it. Get feedback from everyone- especially real customers. A few must haves for your checklist:
- A prominent search box, with predictive results.
- Top navigation categories that are easy for a new customer to understand.
- Refinements and filters, to allow a customer to quickly drill down to what they want.
- Inspiration, by way of content, new products and/or solutions on your homepage to inspire the ‘browsing’ shopper .
2. Site speed: If your site is slow, it will hurt performance both from a conversion perspective (high bounce & exit rates), and from an organic perspective- a slow load time will affect your Google ranking, especially if your site is slow on mobile. A few checkpoints:
- Check your mobile site speed using Google’s free tool, here. It will tell you your average load time for mobile- and your estimated visitor loss based on load time. Now see how your competitors stack up.
- Use your analytics tools to see page load time for key landing pages, and look at your top exit pages. This will give you some priorities for where to start.
- Work with your developers to optimize clunky code, pixels and functionality to improve.
3. Product info: There’s a time and place for everything. Provide the right info, in the right steps along the shopping path, to enable the next click. A few for your checklist:
- Crisp images, with zoom and alternate views.
- Thorough product descriptions, with practical info about how to wear, how it fits, how to choose a size, how to use and care for.
- Links to ‘live chat’ and ‘shipping’ info.
- Price: clear sale or promo info.
- Prompts to remind customer of value-propositions that will inspire confidence, i.e. “Fast, free shipping” or “Our guarantee” or “Easy returns”.
4. Shipping: Free and fast. Don’t give your customers a reason to buy it on Amazon. Enough said.
5. Checkout: Don’t get in your own way. Take a look at the metrics around your shopping funnel to see which pages of checkout are seeing the most attrition. Consider:
- Clear, uncluttered first page of checkout that offers Guest Checkout as well as Registered user checkout.
- Mobile payments: if the customer has to get out their wallet while shopping on a mobile device- you’ll lose momentum- and potentially the sale.
- Standard, fast, and faster delivery options showing cost and expected delivery dates.
- A minimum of interference- don’t get in the way of a customer’s intent to checkout. If you’re up-selling services or products- keep it simple, and keep it outside of the customer’s focused path.
Keeping your shopping path frictionless will take on-going care and vigilance. If you’re highly focused on these, you’ll be more likely to capture new customer sales- and less likely to annoy your loyal repeat customers. The rewards are great- for everyone. Improving the shopping experience will always serve you, and your customers well.
May 22, 2015
Does having content above the scroll matter anymore? We know that consumers will scroll to see what’s on the page when they’re shopping. But where should we draw the line when it comes to content? What standards should we be following?
Taking a look at a few popular content sites, it seems many publications value highlighting something visually compelling vs. the actual story that consumers are linking to. When a customer is linking from a headline to see a story, should we make them scroll to see what the ‘story’ is about? To even see the headline to confirm they’ve landed where they intended?
Above is the Fast Company homepage- and below, a landing page for a story. Would a consumer landing here have any idea what the lead story is going to be about? Have they given us any incentive to scroll? The key factor to consider when designing landing pages is to provide at minimum:
1. A visual confirmation that I’m landing where I’ve intended.
2. Enough content above the scroll to generate the consumer’s interest and curiosity to keep going.
Interestingly, Fast Company’s mobile experience is much better- I can see the headline above the scroll. This is perfect.
Let’s take a look at TechCrunch. In this case, we have an image that relates specifically to the story (vs. Fast Co’s more esoteric images), and 2+ story leads above the scroll. This may be less dramatic visually- but it gets me to the stories.
Below is the landing page for a specific story on TechCrunch. I can’t see the story, but I do, at least get the headline I clicked on, to validate I’m in the right place.
The key consideration is: what are you trying to do? What do you want the consumer to do when they land on the page? What do you want people to remember you for? If it is about the story, Tech Crunch is doing a better job here. I can at least see the headline that enticed me in the first place.
Fast Company, in designing for online, is making the decision (whether intentional or not), that the photography is the most important thing they want consumers to see. As a consumer, it makes me nuts that I can’t see the story- or even the headline, above the scroll. Not on my laptop, nor my 22″ monitor- though the experience on the iPhone is much better. As a consumer, I like having a meaningful image, but find it irritating when I’ve clicked on a link from Facebook or Linkedin to land on a page where that’s all I see. I clicked because I was interested in the story.
Just give me the story.