5 Ways to Optimize Your Web site to Increase Sales

Published by AYN Brand | Filed under Internet Marketing, sales |

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K.I.S.S. - “Keep It Simple, Stupid” - is one of the tenets of business. The rule also holds true for websites: simplifying your web design - whether for the home page, an interior page, a sales page, or a landing page - will help optimize your site’s performance and drive greater sales.

Here are five fundamental methods of simplifying your web pages to optimize the site and increase conversions:

1. Keep the column number down

Too many columns compete for your readers’ attention, diverting focus from your offer and complicating the experience for them.Build your page with one main content column supported by a navigation/directory column to make sure that the reader’s primary focus is on your main offer - you’ll find that this results in a significant impact on conversion rates.

2. Keep your message and/or offer simple

As you write, focus on a single, simple message. Too many times copywriters bring in all kinds of “related” information into their sales copy. If it is tightly related, that’s fine. But when it is not directly relevant to the one topic and one purpose of your page, it can be distracting.

If you are writing a sales page, whether you are selling a subscription or a product, it is tempting to offer a number of purchase options. “If they don’t want an annual subscription, maybe they’ll go for a monthly subscription.” Or, “If they don’t want this product, maybe they’ll want this one.”

However, repeated testing has shown that providing multiple choices reduces conversion rates. Too many choices result in uncertainty and inaction. Do some testing to determine the most profitable offer… and stick with that one. Then keep your writing focused, linear, and progressive.

3. Stick to one topic per page

This may not be possible always. But if you can stick to just a single topic, product, or service per page, then you simplify the experience for your visitors. They don’t have to choose; they don’t have to decide where to focus their attention. All they have to do is read. From top to bottom.

4. Don’t use too many graphics

One or two graphics can help support your sales message. Some products or service can benefit from the use of a couple of well-placed graphics, but others don’t need them at all.

Whatever you do, don’t add too many images and graphics to the page. Again, they can fragment the reader’s eye path. They distract attention from the sales message…and any distraction from sales ultimately detracts from your bottom line.

5. Simplify your subscription or sales forms

The longer the form, the lower the conversion rate. It’s as simple as that. So ask only for the information that is essential to complete the desired action. If you would like to collect additional information from your subscriber or purchaser, ask on the confirmation page, or with a follow-up email.

Final thoughts…

Someone within your company or development group will always come up with good reasons for adding elements to a page - whether words or graphics - that are not central to the topic or message. Resist them if you can: Simplicity in every aspect of your site, on every page, will increase your conversions and revenues.