Behavioral-Science-Based
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OUR CONVERSION OPTIMIZATION METHODOLOGY
Relevant information, gentle guidance, and intuitive actions.
When we talk about “user experience,” we’re talking about a few broad considerations: how easy something is to use, what people are thinking and feeling as they use it, and what actions they end up taking. The biggest factor in whether someone will take a desired action on your website is whether or not they are the right match for what you offer. Since that’s a traffic targeting consideration, let’s hold that constant and look at additional influential infrastructure. The following website design and development concepts are the critical components that affect conversion rates.
Ask for the Sale
Ask for the Sale
It’s remarkable how many websites are too shy about asking for the sale. They’ll provide hundreds of pages with a tedious amount of detail but bury the sole contact form on a page that’s hard to find. You must have the confidence to ask for the sale. If you’re struggling with that confidence, you may want to explore business counseling or coaching.
Place Actions in Areas of Interest
Place Actions in Areas of Interest
Some areas of each page will garner more attention than others. Upper right tends to be a strong conversion spot, and just after the first paragraph below the banner or title area tends to be another, but there aren’t any guarantees. It differs from website to website. Heatmapping is the best tool to figure out where to place your calls to action.
Informational Organization
Informational Organization
When someone can’t find what they’re looking for, they leave your site before giving any purchase consideration. The speed at which a potential customer can find personally-relevant information is a direct consequence of how you organize your information in hierarchies, categories, and other taxonomies.
Guidance
Guidance
The best navigational experience is one that has minimal impact on your thought processes. The action choices on any particular frame of a page should be limited and sparse. When people are exploring your website, you want them imagining the satisfaction that results from your product or service. Giving people too many action decisions breaks that powerful imaginative process.
Limiting (but not over-limiting) Choices
Limiting (but not over-limiting) Choices
Necessary Functional Features
Necessary Functional Features
Do your customers expect to purchase your product or service online? If so, not offering an eCommerce option will redirect them to your competitors. Do they expect an online appointment-booking system? An automated price quote? If there are functional expectations surrounding your products and services, it’s almost certainly because of your competitive landscape. Are you keeping up, or better yet, staying ahead?
Social Proof
Social Proof
No one wants to be first to a party. Being an early adopter has risks, so it’s important to let potential customers know that your products and services are vetted. People aren’t going to trust self-published reviews, so you should always provide a link outward to a neutral review aggregator. Make sure that the review service you choose also links back to your website in a prominent way. Displaying a “Leave a Review” button promotes trust because it shows confidence in your customer satisfaction.
Watch an Example User Experience Recording
CASE STUDY: BELL TOWER HOTEL
Over the years, we’ve performed a number of regression models and A/B tests on many elements of Bell Tower Hotel’s marketing. One experiment that surprised us was during a push to increase our “time on site” metric. Even though it was working, it seemed like it wasn’t helping our conversion rate. When we ran it through the regression model, we found that it was actually an inverse relationship. The longer someone spent on the site, the less likely they were to book a hotel room. Shorter time on site meant more conversions – a little bit counterintuitive, but if you put yourself in a “hurried customer” mindset, you can wrap your head around it.
So we changed our strategy completely, focusing instead on trying to guide a customer to a conversion action as quickly as possible – trimming lots and lots of content and fluff. This project had the effect of a 50% increase in our conversion rate. These and other conversion rate improvement projects have resulted in record-breaking direct booking revenue in spite of the Covid-19 pandemic.
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Every commitment was met on time and the professionalism was always at the highest levels. There are more projects coming your way from The Ann Arbor Marriott, and I look forward to continuing our relationship.
Everyone was THRILLED by the new site (lots of excitement, lots of pride).
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