What is the overall aim of your marketing activities? What’s the point of automation, segmentation, RFM analysis, or creating unique content campaigns? What about having a multi-channel, multi-touch point system which works across multiple platforms?
That’s right: to increase revenue. Anybody answering with anything relating to increasing social media metrics, web traffic, click-through rates, or some variation on those themes is close, but no cigar. Increasing revenue is the one top level goal everyone reading this should be thinking about every day.
Now I’ve got your attention, think about how well does your website serve that purpose?
The default should lead people to spend money. That’s it. Every page, design feature and function should lead people to that default conclusion.
The reason is that customers don’t like to change default settings. A survey found that only 4.25% of Danes are organ donors. Where-as 99.98% of Austrians are. This isn’t because Austrians are far more self-less. The reason comes down to default design settings. There’s a tick box option in both countries when people get drivers licenses renewed. In Denmark the option says ‘tick this box if you want to become an organ donor.’
In Austria the option is ‘tick this box if you do NOT want to become an organ donor.’ The box is empty. Very few want to tick it, because it is empty.
Therefore, if the design settings of your website lead to the default, and oftentimes, quick, result of a customer finding what they want and making a purchase (ideally the same must happen on mobile devices, too), then it has served its purpose.
Why does 86% of email go unread? Think back to the last email you received that was irrelevant to you. Did you read it to the end? Check out this Case Study on how to re-capture your audience’s attention in your own campaigns.
Design Can Increase Conversions
1. Clarity is Key.
Our brain is designed to ask questions, to probe, and to find the answers. When we are shopping, which is the modern equivalent of being a hunter gatherer, we want to find those answers quickly. Which explains the results to a HubSpot survey below: people need to find what they are interested in. It is the most important principle of web design.
Here’s a great example:
Immediately you know the answers:
What is it: “Start accepting credit card today”, supported by a clear image of the product.
What can I do on this website: I can order a card reader.
Why: (Assuming you need one): It’s free and just 2.75% per transaction. Cheaper than banks.
Perfect. Job done.
2. Have Visual Appeal
The human brain consumes and understands images at 50 times the speed of words.
According to research, it takes 50 milliseconds (0.5 seconds) for a snap judgement to be made on visuals alone as to whether a customer will stay or leave your website.
Look at the car below.
It’s a Telsa Model S. Most people will assume it’s a “good car” on looks alone. It is the same with a website.
3. Conserve Customer Attention
Getting attention is the easy part. Keeping it is hard.
Providing your website has visual appeal, and a visual hierarchy that makes sense, then you need to ensure people stay on the website long enough to finish what you helped them start (make a purchasing decision).
How do you do this?
- Place the most important calls to action, pages, buttons above the fold (“the fold” gets lower as screen sizes decrease and resolutions increase)
- Use images of people. Especially those looking direct at the viewer.
- Neuroscience tells us that larger than life images do a fantastic job of grabbing and keeping the attention of a web visitor.
- Compare and contrast. Our eyes are trained to notice when something is different; we keep looking till we have figured out what has changed.
- Place one call to action per-page.
- Give objects or actions space when that is the most important aspect of that page.
- Surprise people. Either with images, or unexpected copy, as below, also works wonders.
These design principles are worth keeping in mind as you start to implement new campaigns, as a way of ensuring a core piece of your marketing strategy (the website) is optimized effectively for new strategies.
Attentive.ly is a social behavior platform for elite marketing teams.We help brands and organizations predict how customers and supporters will behave – even what they might do or buy – from social data. It has been used by over 100 companies and organizations to improve thousands of email marketing and social media campaigns.