There are several general 'rules' in the online sales world about how to best increase conversions. According to Linda Bustos from Getelastic.com there are four myths surrounding this topic that need to be tackled. 1. Website visitors do not read
Various usability studies from the past have shown that website visitors do not appreciate receiving long blocks of text. They simply do not read these texts, is the conclusion. As a result, for example, visitors to webshops may overlook instructions, headlines, advertisements, and newsletter buttons.
This is a myth. The webshop or the landing page of the webshop does not need to ban long texts, Bustos believes. The online store would even lose money by using only short texts. It is always important to adhere to the principles of online copywriting (writing concisely, using subheadings and lists, persuasive writing) and to continuously test the texts on the site. 2. Website visitors do not scrollSome website visitors scroll, some do not. However, many marketers cling to the idea that all website visitors do not scroll, so they place all content above the 'fold'. The agency CX Partners conducted eight hundred tests in its research on scrolling on web pages and found that in only three situations scrolling was a hindrance in finding the right information on the page.
According to Bustos, too much content above the fold only creates chaos and distraction on the page. Especially on the small screens of smartphones, this is undesirable. The most important content should be at the top of the page. The rest can be placed below the fold. Vertical scrolling can be minimized on mobile devices by offering the website visitor 'read more' buttons, for example.
3. People are always impressed by social proofSocial proof can be a powerful conversion factor, but should not be used untested. Increasing conversion is about what motivates consumers to purchase a product. Money Supermarket tested which factor weighs most in the consumer's decision to buy: the price or customer reviews? The price that had to be paid for the product more often made the difference.
Bustos suggests that one should not assume that social proof will always lead to more conversions. Social proof must also be continuously tested.
4. A/B testing will solve your conversion problems
A/B testing does not solve all conversion problems at once. Sometimes these problems are related to other factors, such as:
- Site performance (page load speed)
- Product (what is the stock level, what does the supply in the webshop consist of)
- Company policy (shipping costs, prices for products, return process, etc.)
- Issues related to the business strategy or positioning of the webshop's brand
- A market where the buying cycle is relatively long (consumers take longer with a product than in other markets).
Source: twinklemagazine.nl
