One of the most common questions I get asked by digital marketers is, “How can I increase my conversions?” or “Why aren’t I getting any conversions?”. Time and time again, I repeat myself and go over the simple best practices of conversion rate optimization. I don’t blame them because everyone’s constantly trying to stay ahead of the curve when it comes to SEO, but this is one facet of your online marketing that can’t be afford to be overlooked. Here’s a list of 6 things that you need to ensure you’re getting the most out of your users and your traffic.
- Information Placement
- The goal for your overall design and layout should be catered to where the most eyes are. Users typically spend 80% of their time looking at information that is above the fold.
- 69% of users spend their time looking at the left side of a page.
- Keep your variation in fonts to a minimum
- 8% of men are color blind. Keep this in mind when targeting a particular demographic.
- Use 4 different colors or less for text to decrease confusion. This also contributes to a more organized experience for your readers.
- The optimal width for text lines should be between 50-60 characters. Anything less will drive your readers crazy, and anything more will make your users lose their place in their reading.
- Users scan in an F pattern. Remember your leaders are skimming through your content from left to right. For this reason alone, content, call-to-actions and headlines should be placed accordingly.
- Fast Load Times
- You ideally want your website to load in under 2 seconds. Keep in mind, four out of five users will click away if a video stalls while loading.
- When it comes to e-commerce, online shoppers expect pages to load in two seconds or less – at three seconds, a large portion abandon the site.
- Page Layout
- Your website should aim for a length of 1000-1600 pixels and a width of about 770 pixels.
- Consistency is key, so use the same or very similar layouts for all pages. This also goes for navigational menus – this should never change and should remain in the same place across the website.
- Don’t let your visitors arrive at dead end web pages or orphan pages!
- On site Links
- Blue is by far the most common color for links on other sites.
- Colors of your links should change after being clicked.
- Links should be descriptive enough that users know where they will be directed to.
If you’re starting to see an increase in traffic or start experiencing the efforts of your SEO strategy, always make sure that the overall experience of your website is tailored back to your users. Not only will this increase conversions, but this will keep your visitors coming back for more.
What other ways do you make your website more usable?