The design aesthetic of your website plays a huge role in the actions that your website visitors take.
In the long term a quality product that addresses a need and delivers impeccable service will ensure you have a long lasting and successful business.
“The key is to set realistic customer expectations, and then not to just meet them, but to exceed them — preferably in unexpected and helpful ways.” – Richard Branson
But, if your website is failing to convert visitors then all the hard work you put into your products or services is worthless.
We see some amazing products and services from marketers and business owners that fail to develop and grow as they should, because their websites do not build confidence and trust, leading to visitors that leave the site without taking action.
Here at OptimizePress, we have run countless design tests, troubleshot hundreds of thousands of customer websites and have highlighted some key design points that make for a highly engaged web page.
The result of which has lead to the discovery of some common website mistakes, which lead to lack of content engagement and have a negative effect on conversions.
In this article, we’re going to review these mistakes and introduce some BRAND NEW row options, which have been added to OptimziePress to help you alleviate and avoid these potential pitfalls.
Without further ado… let’s get started
Mistake #1: Hidden Call To Action
The purpose of every landing or sales page is to encourage your visitors to take ‘one desired action‘. Anything more than that will often confuse and frustrate your visitor, resulting in a high page bounce rate and a loss of engagement. Websites with a mix of video, images, bullet points, headlines and copy can often distract attention from opt-in forms and buy now buttons.
This can lead to users exiting away from your page if they can’t easily locate opt-in forms or buy now buttons.
Solution: Row Feature – Fix Row On Scroll
With the ‘Fixed Row On Scroll’ feature, you will now be able to consistently show the most important element of your web page to your visitors and customers regardless of where they scroll on the page. This means you can display the elements that matter most, such as an opt-in form or ‘Buy Now’ button.
This means when a visitor scrolls past a row with a web form in, you can choose to fix that row to the bottom of the browser window, so it’s always in the visitors line of sight.
TOP TIP: We recommend that when you use this feature, you set a minimal row height so that the fixed row does not dominate the browser.
Mistake #2: Lack Of On Page Engagement
Website behavior studies discovered that it takes approximately 4 to 5 seconds to engage a web visitor before they decide to either leave your website or to continue browsing. While the quality of your content and good design is imperative, the challenge is finding a balance between having lots of informative content while at the same time not overwhelming the visitor and confusing them as to the action they need to take.
Solution: Row Feature – Engagement Scroll (Row Separator)
The new ‘Engagement Scroll’ feature is a subtle but highly effective optimization tweak to your pages. You will now be able to place a pointer to the bottom of the rows to encourage your readers to scroll and continue reading.
Using this in conjunction with a well written sales message will turbo boost your customer engagement, further increasing intrigue, building authority and the eventual conversion success of your website.
Subtle, but very effective!
Mistake #3: Site Doesn’t Convey Brand Confidence
As we covered at the start of this post, we only ever get one chance to make a first impression. If you have a poorly structured site, with a dated and tired design then visitors are going to lack confidence in your products ability to deliver the service or goods that you promise.
This will have a negative effect on the site’s success in converting visitors into subscribers and customers.
Solution: Row Feature – Boost Visitor Confidence With Parallax Rows
It’s imperative that we structure our site in such a way that it showcases modern design aesthetics and professionalism. You want to reduce the overall site bounce rate. What if there was a sure-fire way to ensure you make the perfect first impression? How would this affect your overall engagement and revenues?
With ‘Parallax Rows’, you will now be able to draw visitor attention to the key content and calls to action areas by using modern contemporary aesthetics; further boosting customer confidence and removing doubt from your visitors.
Mistake #4: Failure To Maintain On Page Interest.
The simple fact is, new and shiny will always win over flat and boring. While the sales message or content on the page is important, presentation and design play a huge part in a web page’s conversion rate. Website visitors need more and more encouragement and reason to stay on a page.
With an abundance of websites now live on the interwebs and other distractions to compete against, it will be to the detriment of your business to not focus on ways to increase your page presentation in order to sustain your customer’s interest.
Solution: Row Feature – Row Delay Animations
An effective conversion technique is to show content to visitors at the time when they can action it. Let’s say for example you have a sales video on your page, you want visitors to watch that video and not be distracted with other elements of content on your page.
With ‘Row Delay Animations’, you can now hide the rest of your page content until such time as your visitor is ready to take action. So in this example, you might choose to delay the rest of your page content for 30 seconds until your visitor has started to engage in your sales video content.
Now you can draw attention to the most important parts of your page, and then encourage visitors to take action by presenting more content when they’re ready. Best of all, this can easily be setup with just a few simple clicks.
Mistake #5: Visitor Doubt or Scepticism
As we covered in point #3 visitor confidence, making the correct impression is paramount. Often marketers and businesses make the mistake of not projecting the image that matches their customers’ expectations, this leads to doubt and skepticism in the product or service and visitors are likely to exit your website without taking any action.
Solution: Row Feature – Image Background & Opacity Settings
No matter how we analyse it, visual aesthetics make a difference when you need to grab peoples attention. Once you have made the right impression, the value of your content will covert the visitor to become a subscriber or customer.
A great way to make an instant impression is by using amazing row background images, these enable you to really capture visitor attention.
You can find out more about background image sources from this OptimizePress blog post.
Using our new image background settings you can now customise row backgrounds to fit with the colour scheme and style of your pages without having to hire a design or learn how to use an image editing software.
Once you have uploaded your image background you can add a colour overlay and also adjust the colour opacity. This not only enhances the overall look of your page but it allows the content on the row, such as opt-in forms and buy-buttons to be presented in perfect contrast. BOOM!
These BRAND NEW row options are available now in OptimizePress V2.5.8 onwards. If you have any features requests or ideas for new features you would like us to add then please comment below.
As Steve Krug famously says in his book, “Don’t Make Me Think”:
“If you want a great site, you’ve got to test. After you’ve worked on a site for even a few weeks, you can’t see it freshly anymore. You know too much. The only way to find out if it really works is to test it.”