According to the Internet marketing company WordStream, the average conversion rate of search traffic is 2%. Only two out of a hundred site visitors become your customers. You yourself are helping some of the 98 remaining visitors to refuse to cooperate. You do this with the help of so-called conversion killers, which force users to leave the landing pages immediately.
What are conversion killers and how to neutralize them? Read below.
- Design errors
- 1. Using Sliders
- 2. Lack of visual clues
- 3. Incorrect layout of page elements.
- Lack of social evidence
- 4. Customer reviews are not credible.
- 5. There are no consumer reviews on your site.
- Trust issues
- 6. You round numbers
- 7. Consumers do not trust trust marks.
- Unsuccessful marketing messages
- 8. Inconsistency of marketing messages
- 9. User forgets why he came.
- Who can help neutralize conversion killers?
What are conversion killers?
Conversion killers are common mistakes that dramatically reduce the effectiveness of landing pages. They are conventionally grouped into four groups: design errors, problems with social evidence, issues of trust, and unsuccessful marketing messages. Below you will find descriptions of some errors related to each of the groups, as well as ways to eliminate them.
1. Using Sliders
Many online store marketers use sliders on the main page. The idea is simple: if this phone doesn’t fit the user, maybe he will buy that washing machine or at least a flashlight for an e-book?
According to the founder of the consulting company Nielsen Norman Group, Jacob Nielsen, the sliders dramatically reduce page conversion. What if you want to keep marketing page dynamic?
Protection from the killer: remove the slider, keep dynamic with the help of personalization
First, remove the slider immediately. Replace it with a static photo of a single product. Use the split test to determine the most successful picture. Second, personalize the landing page. For example, publish links to product categories so that each visitor can choose the section of interest.
Grizzly Zoo online store owners used the A / B test to compare the effectiveness of the slider with a static photo with links to product categories (see illustration). The conversion rate for the slider page was 1.96%. The option with links provided conversion of 43.03% of traffic.
2. Lack of visual clues
For the first time getting to the site, visitors do not read the text. They scan the page, grabbing visual patterns. In this case, their gaze moves across the screen, as if drawing the Latin letters Z or F. If the page does not have a visual clue, the user leaves it. If there are too many leads, this distracts the user from the conversion action.
Protection from the killer: create conversion visual clues and help the visitor to notice them
You can use pop-up dialog boxes as hooks. With good luck, they force the user to interrupt the page scan, read the text and perform a conversion action.
Lands' End marketers have begun to use this tool, but did not receive the desired conversion growth. With the help of the Feng-GUI lighttracking tool, the experts checked how the pop-up window affected user behavior.
It turned out that the pop-up window does not perform its function. Visitors continue to scan the page, delaying the attention on the photo. Then the marketers decided to darken the screen after the dialog pops up. Here's what happened:
Analysis with the help of the eytreking tool showed the following picture:
Now the pop-up window effectively performs the function of visual clues. Users pay attention to the conversion button, which increases the conversion rate.
3. Incorrect layout of page elements.
As noted above, users scan the page with their eyes, as if drawing letters Z or F. If they do not meet with descriptions and product images or calls to action, the conversion rate drops.
Protection from the killer: play sea battle
Use the naval battlefield to determine if the landing page elements are located correctly. C using Photoshop or another graphics program, draw a field for the game of sea battle and put it on the landing page. This is what you should get:
Marketer Brian Eisenberg studied patterns of user behavior on sites. He determined which zones of the page attracted attention in the first place, and which of them the users did not notice. The specialist suggested a scale for ranking the page zones. As can be seen in the illustration, the most valuable areas can be considered in green. Pink areas have the lowest value.
Place the conversion items in the green and gray areas of the page. This ensures that users will notice them already on the first visit to the landing page.
Lack of social evidence
4. Customer reviews are not credible.
Customer reviews can reduce site conversion. For example, some visitors believe that writing is not worth believing. Like, everyone can write on his website thanks from Michael Jackson.
It turns out that it’s enough to post a photo of your client next to the review in order to significantly increase the credibility of the site. For example, Basecamp has increased conversion by more than 100% due to this step. But there is a better method.
Protection from the killer: ask customers to leave reviews on third-party resources
Ask customers to leave feedback on industry forums and special resources. Approach Review.ru, Yelp, popular social networks.
5. There are no consumer reviews on your site.
According to BrightLocal, 79% of consumers equally trust consumer reviews and personal recommendations of people they know. Accordingly, the lack of reviews has a negative effect on conversion.
Protection from the killer: publish user reviews
The reviews created by your customers or independent experts work best. However, reviews created by staff members are equally important. According to statistics, more than half of consumers buy an expensive product only after studying from 3 to 6 reviews.
6. You round numbers
According to marketer Roger Dawley, the habit of using round and beautiful figures destroys trust.
Protection from the killer: publish real numbers
If you have a lot of clients and you want to write about it, enter the real data. After all, 4000093 is more than four million. Create a counter that displays customer growth in real time. Or just periodically update the data without rounding. Here is an example of a good solution:
7. Consumers do not trust trust marks.
When making online payments, users think about the security of their personal data. To increase the credibility of the site, marketers indicate on the site information confirming the safety of payments. It is about the signs of trust.
The problem is that recognizable safety signs are expensive. And using unknown safety signs, you reduce the conversion.
Killer protection: create your own security mark
Marketer Neil Patel found a good way to convince users of the security of online payments and save money. He claims that self-made safety signs work no worse than recognizable. Mr. Patel suggests using a secure server and an SSL certificate. He also recommends that you guarantee the security of payments on behalf of your store and illustrate this message with a picture that symbolizes trust and security. Please note that you need to write a few sentences telling about the safety of making a payment.
Unsuccessful marketing messages
8. Inconsistency of marketing messages
The importance of consistency can be illustrated by the example of contextual advertising. The message in the ad must match the message on the landing page. Imagine a user who is looking for cheap smartphones.
It goes through one of the ads and goes to this page:
In this case, the marketing messages in the ad and on the landing page are the same. And if the user chose another ad, he would have gone to this page:
Protection from the killer: do not be fooled by user expectations
This applies to both advertising and organic traffic. The user must see on the landing page what he expects.
9. User forgets why he came.
If a user has come to your site thanks to some advantageous offer, he must remember him before completing the purchase. If the sentence disappears from the screen after one of the transitions, the user can forget about it.
Protection from the killer: remind the user about the offer
The customer should see a profitable option at every stage of the purchase. See how Asos marketers handled this:
At the stage of order confirmation, a reminder of the bonus remains:
Who can help neutralize conversion killers?
Marketers can enlist the support of powerful allies in the fight against conversion killers. It's about consumers. To do this, you must receive feedback from users, ask what they want to see on the site and what prevents them from making purchases. Received ideas can be implemented after testing.
What kind of conversion killers do you know? How do you fight them?