Is your site converting?

You have a website, you have the right products, you have the right prices and you have people visiting. Why aren’t you getting the business?

The primary purpose of your site is to convert the online user into a customer. If that isn’t happening, it’s probably time to consider some changes. This is particularly true in the current climate where maximising your website’s ability to convert is more important than ever. Here are a few pointers…

First impressions

People form judgments very quickly and these initial judgments can be very hard to overcome. The web is no different, especially given that the competition is just seconds away. If your site looks confused, ugly or ill conceived, people will naturally take an instant view about what that says about your business.

On the other hand, if your site creates a good first impression, with attractive, relevant design that appeals to the viewer, the initial judgment will be a positive one. If you can achieve this initial ‘halo effect’ users may be more forgiving of your site’s idiosyncrasies and imperfections.

What can you do?

  • Consider a redesign of your website
  • Re-evaluate your branding and its online application.

Clear communication

When new customers land on the key pages of your site, they should be able to quickly and easily understand what’s on offer. If they want it and you’ve got it, how easy is it for them to know it?

Many websites make huge presumptions about the web user’s understanding of the product, or worse, their own brand, and as a result fail to communicate the nature of the offering.

As an exercise, summarise the important elements of your online offering in as few words as possible. Then, look afresh at the key pages of your website. Is this what your website is actually saying to visitors? Language should be clear and unambiguous wherever possible. If you wish to convey brand messages, don’t be afraid of adding explicit descriptions and summaries of what it is you actually sell.

Site architecture and layout may also play a role. Often the best way to communicate the nature of your product is to show some of your product. Does your site structure allow you to promote a range of product on key pages such as the homepage, or do you bury it deep in the site?

What can you do?

Usability & Browsability

Your website should have clear goals, such as encouraging people to book or purchase, or perhaps make an enquiry. Users will also have their own goals, the tasks and requirements which bring them to your site. They will expect your site to facilitate.

Usability describes the clarity of interaction offered by a website. A number of factors can combine to make your website more efficient and pleasurable to use, or to create confusion, frustration and annoyance. The latter will invariably lead to an increased number of early exits from your site.

Poorly executed functionality, poor labelling, inconsistent titling and most critically, navigational failings are just some of the issues which can combine to make using your site an unpleasant experience.

Architecture, structure and layout can also be factors. When people arrive at your website, they will probably want to do different things. For example, some may be entirely price led or date driven, whilst others may want to browse and be inspired. People might want to look at the types of holiday you sell, or they may wish to explore the destinations that you offer. Do you offer good 'browsability' -  a number of meaningful, relevant browsing routes that make it easier for them to find what they are looking for?

A website that is geared towards the assumed behaviour of the ‘typical’ user risks providing a poor experience for many of its customers.

And of course, your key functionality, such as search features, enquiry forms and booking processes should all feel painless and intuitive, maintaining confidence at the crucial final stages of conversion. Travel website usability is especially important, given the presence of availability checks, product searches and booking processes.

What can you do?

Information architecture

Sometimes called 'User Experience Design' or 'UX', an Information Architecture process explores the best ways to structure your site in order to help people find what they are looking for.

Good information architecture can provide the basis of a successful site. IA can help you to sell effectively by creating the site structure that encourages better communication, improved usability, good browsability, intuitive functionality and a structural approach to conversion.

An IA process should result in a properly scoped project, with well considered proposals. These will include sitemap plans and schematics or storyboards reducing ambiguity and helping ensure your key goals are properly addressed. Relying solely on programmers, developers and designers can have the potential for random results.

Take a step back

If your business is built around an online strategy but your site is not bringing in the business, you need to act. Take a step back and take a critical look at your site. If you are not creating a good first impression, not communicating what you offer, frustrating your customers with poor usability and offering a confusing website with poor flow, is it any wonder people are losing confidence and going elsewhere?  

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Can we help?

Prospective clients:
020 8920 9292
General enquiries:
020 8920 9000
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