Bobby Hewitt, the conversion rate expert of Creative Thirst, took time with helping Chinese Laundry…
Why your Website is not Converting Well? Hint… Sliders Suck Bigtime
This is Part 2 of the Ultimate Conversion Webpage Review webinar series that reviewed a number of websites to establish where many site owners go wrong. The first one looked at a popular brand of shoes going by the moniker Chinese Laundry. This second part is a carry-over of the webinar by Convert and Creative Thirst, and it focuses on another website submitted for review going by the name Danish Jewelry, an e-commerce site.
Straight to the Point
Use of auto-rotators on web pages, like in the case of Danish Jewellery: is something else you need to steer clear of if you are to drive conversion rate upwards. The thing is, auto-rotating images do hurt conversion, and this is one area you should test. The reason they hurt conversion is because they deny the visitor time to settle in and absorb what the page is all about, and what they can do on that page. In short, they go too fast – a negative.
Moreover, this sort of thing is distracting and a bit overwhelming. Take a case where you land on a site that asks you to click all manner of links; there are categories that are begging for your attention, not to mention a giant image also screaming for your focus, and other distractions elsewhere on the page. It’s a bit too much.
What emerged from the webinar is testing not auto-rotating the images, but rather the slide themselves. Second, giant images such as the ones incorporated on the site under review are a not a bad idea when displaying categories. But only, when they give a clear indication that one will achieve something upon clicking such images. To counter such uncertainty, it would probably be wise to test adding buttons that are value proposition-based, for example:
[Tweet “rather with going with the generics or marketing copy such as the one used on this website, you could have one button saying ‘Click to see more’ or ‘Click to see all”]
Another thing, letting visitors know what they are going to get or expect is a good thing. Be it text, categories or images/banners and what-not, portraying a clear message is paramount, whether a hint or otherwise: not letting them wander about trying to figure it out for themselves. Aim at providing your visitors with clear expectations, instead of disjointed ones. According to this article by Wordstream:
“A landing page should offer all the necessary information, but not so much as to overwhelm (and as a result, drive away) the visitor. Provide the essential info that will interest your audience and nothing more”
Still on the site in question, another thing you would probably test is not revealing the prices on the products, but instead making a provision such as ‘Click to see price’. Want to know why? Because the images used are small and one really misses a lot of details. The secret behind intelligently withholding information (in this case the price), is to create some allure to the whole experience. With a little mystery, you’ll get the potential clients clicking through more since this will increase the engagement level on some part of the page. This is the sort of engagement you should aim for throughout the sale on the site, though this can be tricky. Notice the word ‘intelligent’ used here – the purpose is not to drive visitors through a maze that’s leading nowhere, or just taking them round. If you do this, you’ll have them fleeing in droves!
This site, similar to the first, could also be accused of screaming images on the header section begging for attention. There is little value proposition that leaves the visitor wondering why they should click on the images. Make sure that on your landing page, you apply these tips:
- Have a clear call to action
- Make it about the visitor
- Easy to scan at a quick glance
- Contain relevant, quality images.
General statements informing visitors of the types of services on offer are not really enough. So is including other banners (service or website) or social media images and icons that aren’t giving the visitor a compelling reason as to why they should go ahead and click them. What are they going to get when they do? Showing visitors what you do can be done by everyone – including your competition. Where some go wrong though, such as Danish Jewellery, is failing to carry on that momentum and starting a relationship with the visitor. You can check out the demo on the webinar here.