Get a Professional Design
Whether it’s an HTML template for an email, a blog theme or a sales page layout, don’t skimp on design. You can use a polished template, or you can hire someone to create a professional design for you.
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Check Links
Nothing spells “amateur” like a web page, email or other communication with broken links. And, obviously, a broken link is going to sink conversions. That’s why you’ll want to double check all links before you post them, and then periodically check links on your website to be sure everything is in good working order.
TIP: If you’re selling affiliate products, be sure to use a redirect link (preferably one that goes through your own domain first) rather than a direct affiliate link. That way, if the vendor retires the product or changes the affiliate links, you won’t have “dead” links floating around in lead magnets, blog posts and elsewhere. Instead, you can quickly and easily change the link to a similar product.
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Be Sure Forms and Scripts Work
Same reason as above – it will look like amateur hour if your scripts don’t work, and it’s downright disastrous if your call to action involves that script. As such, check your forms and scripts regularly, and be sure to check them across different devices and browsers to ensure they work for everyone.
Do Usability Testing
The idea here is to get three or four people to complete common tasks on your website, and then get their feedback regarding how to improve the process. For example, you can have users purchase a product and report on the process.
Check out these two best practices for usability testing:
- Get actual users. In other words, be sure your users are people who are from your target market (your ideal audience).
- Do it in person. You can also do usability testing via video, such as Skype. The point is that you want to be able to see the user’s face so that you can pick up on facial cues that the person is confused (e.g., a furrowed brow).
Here’s the next conversion tip…
Don’t Create Hoops
If you’re trying to get someone to take a specific action – such as order a product – then don’t create unnecessary hoops between the user and the action you want them to take.
Check out these two tips:
- Don’t make buyers register for an account before they can complete the order. If creating an account is a necessity (such as for a membership site), then have your buyers do this AFTER the ordering process. (And be sure the registration process fills in the form as much as possible based on details the buyer provided during the ordering process.)
- Do test an order form embedded directly into the sales page. In other words, see if you can boost your conversions by eliminating the need for people to click on an order button that takes them to an order form.
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Check Your Font
Sometimes marketers try to use “cool” and unusual fonts to make their content stand out.
Don’t do this. Your focus needs to be on easily readable font. If it’s too small or otherwise too hard to read on the user’s device, you can bet your conversion rate is going to struggle. As such, stick with the old standby fonts such as Arial and Verdana.
Keep Reading: Usability And Design: Design With Mobility In Mind
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