The document outlines design tips for improving visitor conversion rates on websites, emphasizing that small changes can lead to significant financial benefits. It recommends focusing on user needs, providing clear calls to action, and removing barriers to conversion to enhance usability and accessibility. Key strategies include setting goals, addressing audience emotions, and offering incentives to encourage action.

1. website
workout
(design tips for improving
visitor conversion rates)
Carolyn King www.credos.com.au

2. 1 Get motivated
•
•
•
Fitter website = $$$
Small changes make a big difference
Set goals and track them
• Improving conversion rates is quicker
and cheaper than SEO effort

3. 1 1000 visitors X 5% conversion = 50 sales
2000 visitors X 5% conversion = 100 sales
1000 visitors X 10% conversion = 100 sales

4. 2 Carrot
• quick/easy
• right price
• better than
•
•
•
or stick?
problems/challenges
performance
costs or effort
alternatives • risks & unknowns
• useful • procrastination
• rewarding • competition
• etc... • etc...

5. 2
Incentives
Imperatives

6. 3
Stand in their
shoes, not yours
• address you (the user)
• focus on needs & benefits
(not facts & features)
• use emotions before logic
• anticipate concerns
• talk their language

7. It's about...
3 ...you
(not us)
benefits
emotions

8. 4
•
•
•
Call them to action
use active language (verbs, pronouns)
be bold (ask/command politely)
suggest urgency, instant gratification
• draw attention (sparingly)
• right time and place
• have an action on every page

9. 4
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10. 5
•
•
•
Remove hurdles
reduce distractions
less navigation, no dead ends
address reasons not to buy/act
• provide reassurance at decision points
• improve usability & accessibility

11. 5
simplicity...

12. 5
reassurance...

13. 5
usability...
easy to find phone number
mobile friendly avoid low contrast like this

14. Fitness round-up
1 Set clear goals
2 Answer needs & provide incentives
3 Address the audience directly
4 Provide clear, inviting calls to action
5 Remove barriers to conversion

15. Carolyn King
email info@credos.com.au | web www.credos.com.au | twitter @CredosAssoc