Are you looking to sell more products? How much testing are you currently undertaking on your website? Is it user friendly? Is it ‘fool-proof’?
I’m going to share a handful of optimisation tricks which will boost your sales if implemented correctly. I’m a very open guy and I don’t mind sharing information if it aids somebody on their quest into developing a great business, brand or organisation.
Where Do People Look?
There’s been many studies which have documented how a user interacts with a website, what pages they visit, how many times they click on links and so on.
It’s a well known fact that the majority of people look to their RIGHT when they enter a retail store, that’s why the visual merchandisers always attempt to display the best possible items to lure them in further. However online it’s actually the opposite, people mostly use the LEFT hand side more than the right.
Did you know? that the left side of the website received 69% of the viewing time. People spent more than twice as much time looking at the left side of the page as they did the right. (Source: nngroup)
If you’re viewing this article on a desktop computer you’ll now know why my sidebar is on the left hand side instead of the right!
How To Display Discount Prices
To be successful you sometimes need to take a step back and think about how people operate. Generally we as people don’t make decisions based on the full information we have at hand. Now this may sound a bit silly but we make decisions on the information we have at the time!
I have done extensive testing with discount pricing and I have found that you’re much likely to influence and convert more customers if you display the original price or manufacturers RRP. This is because an emotion inside of our bodies immediately ‘kicks’ into gear when we THINK we’re getting a good deal, it means we’re satisfied.
Take the two example below:
- Price: £375.95
- Original Price: £499.95
- Discount Price: £375.95
As you can see knowing the original price sweetens the whole deal.
Content Is STILL King
At the end of the day people visit your website because they seek information or want to purchase a product or service.
As our lives are becoming more and more busier we have less time to read everything that’s on a page, people do scroll but they simply glance and read something which catches their eye.
In a study by the nngroup it found that the visitor’s viewing time of the page decreases sharply when they go below the fold. Visitors on average spent 80% of their time focusing on the content above the fold.
In the study highlighted the user viewing time as the following:
- Above the fold: 80.3%
- Below the fold: 19.7%
By rule of thumb you need to remember that you should always price the most important and relevant content at the top of your page and the lease important towards the bottom. This may sound like basic advice but you’d be surprised how many people get this wrong!
Remember a good page will PROMOTE scrolling, a page which promotes scrolling will most likely promote call to action buttons, click throughs and further conversions. This in turn helps to reduce your overall ‘bounce’ score.
Buttons vs Text Links?
There’s been a lot of debate surrounding call to action elements, some people use buttons to gain a readers attention while others use basic text links. So which one gets the most clicks?
Personally I’ve never predominately used buttons over text links or text links over buttons, I have found that it’s better to use a mixture of the two. I have always wondered whether there’s a direct correlation between buttons, text links and trust. Do people trust certain elements over others?
I guess this is a question I may look at in more detail over time, however there has been a fantastic study conducted by aweber detailing the performance of buttons and text links. You can read the full research here
The final result was as follows:
With each new split test, the text asserted itself as the better call to action. By the time we ended our experiment, text links were consistently outperforming our button, winning nearly two-thirds of the time, by double-digit margins as high as nearly 35%.
Hopefully the points highlighted in this article will help you to gain more knowledge within ecommerce and the internet. Remember testing is always a key component to any successful website.