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Website Conversion Quick Guide

Website Conversion Quick Guide

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Published by animalejo
Guía rápida para convertir clicks en $$$
Guía rápida para convertir clicks en $$$

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Categories:Types, Brochures
Published by: animalejo on Jun 18, 2008
Copyright:Attribution Non-commercial


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If you are like most online retailers, you care a lot about driving visitors to your website.But you may have discovered that more visitors do not necessarily translate into additionalrevenue. This Infopia Quick Guide addresses this problem—helping you maximize revenuesby boosting your website conversion rate.Simply put, website conversion is the percentage of your visitors who actually buy fromyour site. Research points to many reasons why online retailers fail to turn visitors intocustomers. Some of the top reasons cited include the following:Insufficient product information (e.g. photos or descriptions) Poorly designed sites that are difficult to navigate Inadequate tools to find the right product Affinity and ValueFocusUsabilityTrust and CredibilityAnalytics and InsightTesting
1. Affinity and Value: Reaffirming the Search 
Think of your own experiences as an online shopper when you are researching products. When visiting a site, you likelydecide very quickly whether to leave or continue shopping. To “reaffirm the search” is the concept of designing yoursite in a way that quickly reassures visitors they are in the right place and that you have what they are looking forIMAGES ARE EVERYTHINGPeople are generally very visually oriented when shopping online. Although they do not spend much time studying yourimages, they will look at them before reading copy. Because of this, you should use images that are relevant to yourtarget audience and products. Doing this gives you the ability to really anchor the customer experience on your site.
Are you driving visitors to your website and driving them away from your competition? 
You have probably heard the saying, “your competitors are just a few clicks away.” Given this, are you doing enoughto make your site shopper friendly? Are you spending enough time and allocating enough resources to not only drivevisitors to your site, but drive them away to your competition?By applying the six principles below, you can capture more of your target market traffic and boost your websiteconversions.
Infopia |
| www.infopia.com | sales
 A search for “dog collars” brings up a page showing 
image of a pet carrier. Notice the image of a dog collar is small and off to the bottom right. The takeaway here is that your visitor may not read copy before deciding to move on if  they do not feel they are in the right place.
 A search for “GPS” brings shoppers to a site that immediately reaffirms his or her search with relevant, branding,images and text.
2Infopia |
| www.infopia.com | sales
This page uses product feature text that helps in being ranked for natural keyword searches.
HEADLINES & COPYWhile images draw in interest, your text needs to provide clear product descriptions and instructions. Headlines shouldcompliment images, reassuring visitors—like images do—that they are in the right place. This keeps them shopping onyour site. Avoid using stock manufacturer text and remember to write in a simple, clear style. Include potential searchterms that could be used to find your site.
2. Focus 
Does your site pull visitors in too many directions on the home page? Is the navigation and search functionality easy toaccess and apparent to novice users? If not, you could be hurting your conversion rates and the willingness of shoppersto return.FAST & EASYTaking action on your website (i.e. a purchase) should be easy. To help with this, you should focus your calls to action onexactly what you want visitors to do. Your calls to action should not blend into the background of your site, but insteadpop out as big, noticeable, and colorful buttons.Be cautious with this however. Avoid distracting visitors with too much clutter, such as newsletters, contests, andunnecessary information. Since most visitors skim—rather than read all your copy—make good use of headings,subheadings, taglines, bullet points, and bolding.From a site navigation standpoint, people (at least in the Western world) tend to pay more attention to the left side ofthe screen than to the right side. Give shoppers categorized access to your products here, as well as access to otherimportant information.
3Infopia |
| www.infopia.com | sales

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