Many more people want to buy your product or service, but they don’t end up doing it! That’s because many companies are stuck in the print marketing mindset and don’t realize that there are a couple of simple things that they can do online to increase their conversion rates. In this article, I’ll outline three easy-to-implement changes that will take those extra sales right to the bank!
1) Product / Service Image Size
Chances are you’ve got images that represent or depict your product or service — that’s a common-sense way to add familiarity to what you have or do! An eye-tracking study has shown that small images are oftentimes overlooked and that medium-sized images (210×230 pixels) provide near a 150% increase in the amount of time spent looking at the image. The same study has shown that people tend to focus their attention on photographs that contain a human face. Medium-sized pictures with faces in them retain interest longer!
2) Linking Images
The same study showed that people click on pictures, even when there is no indication that the picture is a link. For those images of products, link the image to the product page where they can buy your product! For those images depicting services, link the image to the related service information page or a contact page! Always link your images to the next step of your conversion process!
3) Call to Action
Visitors interested in your product or service may not know what to do to get it. Or they may be interested enough to purchase or subscribe, but only if it’s easy — otherwise, they’re not interested. This often-overlooked scenario is easily overcome by a call to action link on every page. The call to action could be as simple as, “Find out more about XYZ Widget Model 3 here!” It could be a Buy Now button underneath an image. The most important part of content written for sales is to make that call to action. You’ll quickly see that doing so will have you smiling to the bank! Always have your visitors do something!
After you’ve implemented these three simple changes into your website, sit back and watch your stats increase. You’ll find that getting more conversions is a very pleasing scenario! As one last word of advice, other eye-tracking studies (and possibly the same one I’ve referenced throughout this article) have confirmed that many people let their eyes wander below a picture when there’s the text below it. Use that to your advantage by placing “Buy Now” buttons underneath your images. Good luck!
Source: http://www.poynterextra.org/eyetrack2004/photos.htm
