Tips for web design to increase sales
The better the design of your site, the higher your chances of increasing sales.
Studies show that the main factor affecting the purchasing power of visitors to a commercial site is easy navigation. These findings are supported by a recent study by Jupiter Research. In other words, visitors say: “Make your site user-friendly, and you can sell us something.”
If usability is the key to better results, then what will improve the ease of use of your site?
With this question, we will turn to the most outstanding figure in the field of friendly online design – Dr. Jakob Nielsen, whom NewYork 20mg cialis online Times called “the guru of usability of web pages”. In the US, he received 73 patents, most of them for improving ways to use the Internet.
Nielsen speaks serious professional terms, but his advice is not just theoretical: companies pay him thousands of dollars for teaching them how to improve online sales.
First of all.
Before making changes, Nielsen recommends that online retailers take one simple step, namely, to check the current level of site usability: that is, to conduct a user test. You need to find an active test buyer who is not your employee, and get him to familiarize himself with your site. This will be the opinion of a disinterested person.
“It’s interesting that so many commercial websites never did this, that is, they never dealt with one particular visitor and did not observe how he makes purchases on their website,” says Nielsen. And he adds that the best way to do this is to simply find as many “guinea pigs” as possible and note changes in the general tendencies of their behavior.
He also claims that you should not use the target group or any other group. You should simply observe how visitors shop in a relaxed atmosphere.
It should also be wary of possible pitfalls in several key areas. According to Nielsen, commercial websites are experiencing a decline in sales for three main reasons, which he called “the laws of sites that want to be commercial.” These reasons are bad advertising, late provision of information, as well as the lack of an image that inspires customer confidence.
If they can’t find it, they can’t buy it.
Users should easily find everything they need – and yet many sites do not follow this simple rule, says Nielsen. The main problem is the poor categorization of products.
“Everything should be where the user expects to find it. Often, sites use a rather strange way of categorizing, which seems completely pointless to the average customer, ”says Nielsen.
Another way to prevent user confusion is an easy and affordable way to select products. Any site should provide users with the ability to quickly reduce the list of products to the desired product. A website with a constantly growing catalog of products can satisfy a wide range of customers, but if this list cannot be easily narrowed down to the desired product, then there is little benefit from such a directory.
“Do not offer visitors too much choice, otherwise you just stun them and they will leave your site without making a purchase,” says Nielsen. And on the contrary, if the visitor can easily find “those summer shoes of the 10th size”, then the sales volumes will increase.
Assuming that users can narrow the list of products to the product they are interested in, site designers must solve another problem.
“Suppose I can find a product, but do I have enough information to convince me that this is exactly what I need?” Says Nielsen.
Two classical mistakes in the description of the goods, according to the theory of Nielsen, are provoked by “either too active marketing specialist, or too” crazy “technician”.
The technician can write down 100 basic facts, but he will do it in such a way that “an ordinary buyer who does not have a higher special education cannot understand them,” says Nielsen. A marketing specialist “will describe the product floweryly, without going into small details.”
In the preparation of descriptions should follow the golden mean. First, describe the product, mentioning quite understandable details. Then, offer interested visitors the opportunity to better know the specific characteristics of the product.
“Do not throw out all the information at once on visitors – you just stun them,” says Nielsen. “But always leave them the opportunity to ask additional questions.”
And this reduced photograph-pictogram of the goods, which must be increased after clicking on it? Unfortunately, says Nielsen, too many sites offer “enlarged” photos of products that are 20% more than the original icons.