When we speak of Conversion Rate Optimization for Ecommerce, in the year 2016 you should definitely focus your efforts on taking the guesswork out of your user-centric design. This should be your number one priority.
It is important that we understand that there are certain standards in the contemporary world of online business. There are not just patterns of design that are UI friendly, or series of processes that are more or less recommended and concentrated on exceptional UX. It’s become a question of overall optimization that involves equally UI and UX, although the aforementioned are two completely separate entities, have no doubts about that part.
Your visitors will rarely show some understanding, or will, most likely, show none whatsoever, for your average customer care service and overall poor user centric design. When a person navigates to your website from, for example, Amazon, in order to research a certain product and make a purchase, that visitor is not lowering his/her expectations just because you don’t have a well-organized team of hundreds of people answering calls. That visitor is accustomed to exceptional service and expects nothing less.
So let’s unveil the most common issues of UI & UX in order to find out how they affect your ROI, and how you can alternatively alter them in order to increase your conversions.
Core UX ROI Influencers:
Outsourcing your designers’ work, your developers’ work, your marketing team, sales team etc. has its own perks, but it also has a potential of being hazardous for your sales funnel. It is only a question of common knowledge. You are perceiving your product in a certain way. Your team, however, has a completely different picture in mind. Even when your team is working close together, certain miscommunications are expected.
This is why it is crucial that you establish a transparent way of communication, preferably through a project management and collaboration platform. Establishing a clear communication, with SOPs (standard operating procedures) pre-defined but altered accordingly to each project in particular, should be your number one concern. The cost of altering a flaw in the development process and the cost of redesign after you’ve pushed your web page online, is tremendously different. Expenses variate from $1 cost in production to $100 cost after the official publishing.
Your development team will always deliver better results the more specific you get with your requirements. On the other hand, the creation of that sales funnel should be handled by your marketing expert. So now you probably understand how much is clear communication vital for your ROI, and overall success of your company.
Poorly Defined Requirements
There are numbers of ways how you can define your target audience. However, building an image of your model audience will always come with certain irregularities that you won’t be able to count on. The rule of thumb is to follow the standard practices, and the best possible way to this is to spy on your competitors and employ their solutions within your UX design.
Concentrating on usability and accessibility isn’t enough. Standard CRO split tests are also in order. The problem, and an inspiring aspect for some entrepreneurs, is that with Conversion Rate Optimization design you can never achieve the definite 100% of conversions. There will always be more chances for growth, especially as your brand awareness starts kicking in. However, no matter the traffic that you are gaining, or how effective your lead magnet is, your value proposition etc. you will still have to invest time, money and effort in your conversions and on your UX design.
With Alternative Payments we are surpassing the standard concept of UX, and moreover we are concentrated on pre-defining your funnels for accessing international markets. Reaching broader audience has never been done easier. Once your prospects land on your sales page, they are presented with a variety of payment options that will influence their decisions. You can customize your shopping cart in a manner that will present only familiar and popular payment options to your users, and encourage them to use their preferred method.
How CRO Elements Define UI:
Essential CRO Elements:
One rule that digital marketers often fail to mention, just because they consider this bit to be a compulsory standard, is that you have to keep in mind that hardly anyone will finish up on your landing pare by accident. Knowing this as a fact, you should always have your CTA presented transparently and invite people to contact you. If you have a pre-defined unique sales proposal, don’t hesitate to call out to your visitors and offer them your services in the most obvious way possible.
Written content is important, it is crucial for your SEO and your indexed pages number is what affects your rankings and your relevancy. However, every heatmap tool will reveal that most of your visitors read the first passage in the best case possible. The great majority of them simply skims through that content looking for further navigation options. Don’t make them wait too long. Always have a contact button accessible on your page, no matter where your prospect is at that moment.
Pop up form is probably the least popular CRO element that one can think of. Most website owners avoid using these simply because they hate seeing them. So why do people use these pop up forms at all? The answer is simple – because they work. An effective lead magnet will influence your bounce rate positively, and ultimately your conversion rate as well. However, no matter what CRO element you’re implementing or altering, always have your Users in mind when designing User Interface.
Improving UI through Continuous Testing:
Did you know that an effective email marketing campaign can add up to a total of 57% chances to win over a prospect? It is the most effective form of digital marketing. This is why people invest in intelligent email software solutions, and CRO ready platforms that measure open-rates, clickthrough-rates and ultimately your conversion rates. Your onsite approach shouldn’t differ at all.
The few basic aspects that you will always have to bear in mind are consistency and colors. The first aspect, consistency, relates to your own brand, to your approach, your voice, your message and it shouldn’t variate more than it needs to. Other than that, you should also bear in mind that you have to keep your navigation not just simple, but also familiar. Consistency in a sense of following general rules of thumb to build a transparent showcase on your page is a must.
Your colors, that should be your brand’s colors as well, should remain consistent and in tune with the rest of the design. You don’t want to break the pattern of your design, and you don’t need your visitors to be surprised by large buttons and out-of-this-world calls to action.
When you are designing your call to action page, you should always build your funnels around your results instead of building it around your expectations. With Alternative Payments you are gaining an access to a UX and UI friendly platform which supports the most crucial aspect of your sales funnel. A custom built check-out system, adapted to the needs of your audience, is the perfect start of building your own conversion friendly Ecommerce website.
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