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Conversion is more than just clicks

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What does the word ‘conversion’ mean to you?

Conversion can be a shift in user behaviour on your website, for example, visitors spending more time on your site or fewer people calling you up about a problem because they’ve now found the answer on your site.

One thing’s for sure, it’s not just clicks.

It’s about nudging

When a person first lands on your website you can’t just say ‘buy now’. That would be like walking up to a stranger on the street and asking them to buy something off you without any information about you or what you’re offering.

Instead you need to first engage with them. You want them to learn about what you offer, what you can do to help them and ultimately why they should bother. This is the idea of nudging – it’s slowly directing people through the website, but not asking them to commit to anything major until the end, when they click to buy.

So where you might have ‘buy now’ on the product detail page maybe try ‘add to basket’ or ‘checkout’ as a call to action. That’s just one example – there are plenty more ways you can nudge.

A good example of nudging in the physical world is the change of café design to guide people towards a healthier diet without eliminating unhealthy foods from the shop. This is achieved by positioning healthy food options at eye level, thus making them easier to reach compared to unhealthy options.

Earn trust

Your next question might be: how do we get people to trust us?
My three tips are:

  1. Be transparent
  2. Show people that they are in control
  3. Be consistent

Transparency is essential to any good business; if you’re capturing information or doing anything with people’s data, then be open and honest. Using words like ‘you’ shows that the person has control over their end decision. Finally consistency is critical. If you want someone to believe in you and your brand, then you need to provide one clear message which is clear and memorable throughout the whole process.

A good example of transparency is FitBit, the smart watch that tracks your steps, weight and other personal details. They’ve created a light, readable well-structured privacy page, even dedicating an area for how they treat children’s data differently to adults’. They’ve also recorded every change to their privacy policy and you can view previous versions to see how it’s changed.

You can never test too much

It can’t be emphasised enough: you can never test too much. So make sure that everything the user sees is tested, whether its new product features or existing ones that can be tweaked.

Also make sure to repeat tests at different times of the year. User behaviour changes, so keep tests documented and alive. You’ll be surprised how often people change their behaviour and expect things to be done differently.

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Michael Gearon

Mike is responsible for the development of emerging and growing technologies that relate to the customer experience across multiple touchpoints including voice interfaces like Alexa and Google Home. As well as helping businesses with online conversion (CRO) and providing UX and UI guidance and support.

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