What is it that makes a user convert when they land on a website? It’s more complex than you think. Many factors can encourage users to make an enquiry or purchase from an online company. From choice paralysis to the colors on the screen, conversion rate optimization plays a huge part in converting users. We’ll explore what some of these crucial factors are, how they work and how you can implement those ideas into your online strategy.
- Choice paralysis
- Effective color usage
- Rule of thirds
- White space
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The theory is that when a user is given too many options to choose from, they’re more likely not to decide, and instead exit the page, as Medium explains. For example, if they’re faced with over 20 products on a page, or page links, they might bounce, which means they exist without taking any real action. Instead, provide them with a fewer amount, and it takes the time and stresses away for the user, and might make them more likely to convert.
Get in touch with conversion specialists, and they’ll be able to give you their professional advice on this too, like the experts at CRO agency converted. A team of conversion rate optimization specialists will be able to help you review how your users behave when they land on your website, using expert software. Then, they will be able to use this data and create a plan of suggested implementations to boost your conversion rates.
Rule Of Thirds & White Space
The rule of thirds, explained by Gigasavvy, is similar to choice paralysis, but it states that giving online users three different options can be effective. For example, let’s say there are three packages on a pricing page, A, B, and C. If A seems too cheap to be quality and B looks too expensive, the user may be likely to agree that C is the middle ground and convert on that. Gathering heat-mapping data will show you if you’re losing sales through choice paralysis.
White space is also effective at getting users to convert. It works by the psychological theory that people don’t like clutter. When a page is not cluttered and easy to follow, scroll down the page, and navigate to click the call to action, this is most effective. Otherwise, if the page is messy and full of indigestible text, the user might be put off, and leave the page instead. A split test with a CRO expert would highlight if this were an issue.
Effective Color Usage
The implementation of colors can often go overlooked but split testing how users behave when a button or piece of content is color ‘A’ or ‘B’, can greatly change the likelihood of a user converting on your online store. For example, if your ‘buy now’ or ‘get in touch’ is in red, your user may associate this color with danger, anger or another negative emotion, and not click the button. If it was a positive blue or green, they might click it.