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Endless rain and temperatures in the single digits have motivated me to my summer break, despite announcing, once again to publish an article.
This time it's about the mystery of the conversion rate, especially about how to assess a conversion rate at the best and compare. This also raises the question how the optimal conversion rate looks like.
We continue with the sequel on landing pages.
This post is part 2 of a three-part series:
Rough Concept: economy, generate traffic (Part 1)
Detailed concept: Render (Part 2)
Evaluating, optimizing and Practice (Part 3)
Detailed concept: Render (Part 2)
The second part deals with the detailed design of the landing page. This of course depends very much on the purpose of their website. Basically one can say that (looks at branding campaigns, there is something different) the following very important key elements for sales-oriented landing pages are:
Avoid distractions
On the landing page, everything should be on the defined goal oriented. For example, if a product is sold, then it should be avoided other products or provide additional links to other websites. This would be a risk that the user is distracted too high. For this reason, a landing page is not even involved in the actual corporate site or the main navigation of the corporate Web site can be integrated on the landing page. If there be a cross-linking or main navigation needs, these should be distinguished optically clear. The user has to recognize at a glance that the links will take away from the landing page and has nothing to do with the actual action have. This may appear as optically hidden by a navigation, the menu items only when mouseover on a button "Company Website", or (integrated main navigation with low opacity on mouseover, the opacity is increased to a normal value) through a low contrast can be achieved.
On the question of whether a landing page is to be integrated into the actual site, there is also a contrary opinion. Representatives of this view argue that returns are not user subsequently on the landing page because they are not firmly anchored in the site. Yet I see landing pages always be a separate page, however, of the corporate Web site can be linked very supportive and also to.
Meet the expectations
If the user had to click on a switched on the landing page, this is usually an expectation. These expectations should be met. This means that the wording should be adapted to the Adwords campaign and used the images or the whole design of the graphical advertising should be adapted.
Call to Action
Call to Action describes a prominent message that the user may use the title. Like this are striking, using buttons with a clear request (for an order, etc.). Here, the graphic design is very important. The respective elements must stand out clearly as a clickable and discoverable.
Target group oriented design
Another very important point is the target group-oriented design of the landing page. So specific age should be taken into consideration and computer affinity. For senior citizens as target group, it makes perfect sense points such as accessibility, ease of use, large fonts, etc. to attach more importance than at a site for teens.
Convey seriousness
The whole landing page must be serious and also act serios. Therefore, in any case, imprint, contact details and, if present, e-commerce seal of approval to be integrated. In addition, testimonials and reviews seem positive.
Easy to operate
The ordering process must be very easy to use. Any lack of clarity can confuse potential customers and lead to a sale demolition. Therefore should be taken to ensure that the customer with as few clicks and a minimum number of filled form fields reach their objective.
Additional incentives
If the possibility of additional incentives for our customers is to create should be utilized. Thus, special offers and coupons at any initial order, etc. are prominently announced. But also a temporal shortage can have a positive impact on your conversion rate. See also my article: " shortage as a means to increase sales "
Reference to other offers
Now that's a contradiction to the first point, but depending on the offer, it can be quite useful at the end of the page to point to other offers. According to the motto: "Does this product not meet your expectations? Browse more in our offerings. "Here, however, important that this call does not compete with the product on the landing page is. Would offer such a thing as the end of a list of several products. This allows a visitor to the landing page could not be convinced, but may be excited for another product.
Other points I have this in a separate article, " Optimization of registration processes, "published in my blog.
Website. The ordering process is the most important part of any eCommerce site. For this reason, it makes sense to address this issue more intensely, for each optimization can increase conversion rates and lead to higher sales.
Seek and ye shall find ... or not
The user should order the goods will be made as simple as possible. It starts with the fact that the most important elements for a purchase to be made clear.
The ordering process begins with the "Add to Cart" button beside the relevant product. Therefore should be employed on the product page that this button is placed well visible.
Therefore:
A good example to visualize it added to the cart, for example, the Tyrol is advertising for your brochure order chosen. By the order button a javascript animation flies toward the basket. Thus, the user is immediately clear where the selected products can be found. In addition, brochures already selected are marked with a gray button.
Tirol Werbung - visualization of the ordering process
Logically, that the above-mentioned points for the checkout button, so the "Checkout" button in the cart is exactly the same. This could cause even the addition ("You can cancel the order, at any time") as a positive impact. Since, however, vary according to target group and design, can I recommend here to perform more accurate tests. Based on the results one can then decide whether the well addition is needed or not.
An online shop is not a supermarket
Although supermarkets, the sale of candy, etc. at the box office does not work very well for online shops. In the online shop, we have unfortunately not the advantage that any buyer must pass at the ticket office. On the website it's much easier to cancel the purchase, but a simple click is enough on the red X on the right top of your browser, banners or other links. Precisely for this reason should be avoided all distractions in the ordering process. - Schnack ” kann auf der Website betrieben werden, allerdings nur bis max. In other words, cross selling, product placement and similar "bells - and whistles" can be operated on the site, but only up to max. add to cart. Once the customer has decided to purchase and begin the ordering process should be avoided all distractions.
Very beautiful is the industry leader released from the Amazon. Once you click on the button "Checkout" clickt, a separate page opens, which is only for the purchase of necessary information. Without using the Back button of your browser, it is no longer possible to return to the previous page.
Focusing on the essentials at Amazon
Trust and transparency are important
Confidence-building measures can help inhibitions about an online order of time. These could now safely write to each point a separate post. Maybe I'll do it once, but since much is self-explanatory I'll leave now, even with a list of some items is not exhaustive.
Testing, Testing, Testing
In addition, ongoing testing of important details and also extremely interesting. sehr viel bewirken. In order processes can often little things like the color and positioning of an order button, causing a great deal. To be sure whether a development is an improvement but really it makes sense abzutesten something, for example, with Google Website Optimizer.
You can as well be inspired by the course leaders in the industry, because here one can assume that very many usability tests were conducted. But even then ... test, test, test ... there are no easy recipes and it will not be about the same. Age, origin and affinity of the target computer can impact heavily on individual units of varying detail on the performance details.
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