It is never too late to make quick website conversion updates to your business website to attract last minute holiday shoppers or create an end of year conversions lift.
For ecommerce, the past year has seen many changes in how people use their computers to search and make purchases. We know more about online user behavior. Computers are smarter. It can seem as if we are constantly connected to the internet no matter where we are.
We also learned more about what we were missing with our web designs that made reading or ordering products difficult to do. Conversions increase when web designs include everyone.
Try these last minute web design changes to increase website holiday conversion.
Here are some easy website conversions updates ideas to try:
Make sure every web page has a page title that clearly states the topic the page is about. Avoid putting marketing lingo in the title. The page title specifies the topic, confirms it is the right place where the user wants to be, and the text is used by search engines and screen readers.
Avoid automated sliders and carousels. Always make them manually activated, with large arrows and dots that people can see and click to move forward and backward on their own.
Speaking of arrows, put a Top of Page arrow near the footer to allow a quick return to the top of the page hop.
Check your font sizes to be sure they work on both desktop, laptops and mobile devices. Sometimes large font sizes, such as for headings, are too large on mobile devices.
Be sure that zoom is activated on your pages for mobile devices. This allows people to increase or decrease the content so they can read it easier.
Review the placement of the mobile menu. Most people hold their cell phone in one hand and navigate with their thumb. The reach is easier when the menu (hamburger icon) is located on the left side at the top.
If your color contrasts are not done properly, certain people are unable to read your content because they can’t see it. Colored text against colored backgrounds are a common problem. Always test color contrasts using a color testing tool.
Shorten forms to just the vitals. For account set up, newsletter subscriptions and donations, abandonment rates increase whenever there are too many form fields to fill out. This includes those pesky “re-enter password” fields.
Avoid using too many colors and never use color as the only way to signal a change. Remember that many people are using text to speech software, are colorblind or scan so quickly they don’t even notice colors. Words are your friend.
If your website uses gigantic images, video and slideshows, most likely it loads too slowly. This is a performance issue. Not only does it prevent people from using your web page, but search engines do not favor slow loading pages.
Be sure your copyright date is up to date and properly formatted. If your website was launched in 2010, this adds to the overall credibility. Use “Copyright 2010 – 2020” to show the start date
Authenticity improves when content is written well. This means no grammatical errors, use shorter sentences, avoid marketing lingo, and be sure the emphasis is on your target market rather than you.
Address your audience by identifying them in your content. Are they writers, soccer players, homeowners, travel buffs? There are countless ways to draw in people by acknowledging they are there and important to you.
If you have a staff, present them with their credentials and a picture. Even better, allow them to tell their story.
Small local businesses thrive on personalization and customer service. Find ways to be involved in your community and share this on your website. People are more likely to trust people they have met or feel they know a little better, especially when they have something in common.
Error feedback on forms should be provided immediately after form submission. Describe the error and if possible, how to fix it.
Do not put labels inside the form field. It disappears when data is entered there and for people with dementia or other cognition issues, this removes helpful reminders about where they are.
Instructions must be visible for forms or wherever a task may be unclear visually.
For shopping carts, if an item is out of stock, make this known before someone tries to add an item to the cart.
For ecommerce, always provide information on payment methods early on in the process.
Years of research and testing has proven that website conversions increase quickly when even the smallest details are adjusted to make pages more understandable and user friendly. Don’t be afraid to try new things.
Kim Krause Berg is the founder of Creative Vision Web Consulting and a Senior Consultant with Hochman Consultants. She began her career as a website designer and search engine marketer in 1995 and has extensive expertise in the areas of website accessibility, usability, software QA and information architecture.