6 Ways Your Website Usability is Discouraging Conversions
Six ways to increase usability and conversions.
There are many ways that you can increase conversions. Here is a list of usability items to fix that will help increase conversions.
- Visitors can't find what they want. Provide an easy navigation as well as a search function for your site. Then make sure you track what people are searching for and make sure it takes them to the best possible page or product.
- Your site takes forever to load. Cut back on some of the bandwidth heavy images and animations. People are very impatient. Remember that slow load time is the number one reason 51% of people leave websites.
- Don't leave them hanging. Dead end pages and under construction pages are a complete let down. It is better to not get their hopes up and then dash them to pieces. Don't orphan pages and just leave pages that aren't finished completely off the site.
- Stick to commonly used words and locations. Calling things by cute names or company specific terminology only confuses and slows a users progress. Keep it simple. Keep it straightforward.
- Small fonts. The majority of online purchases come from people aged 35-65. Small fonts make it difficult for older users.
- Using flash or javascript for your call to action. Some users don't have them installed (or can't... thanks Apple). Make sure you provide a way for those without those features to still convert.