Optimization is making something as perfect or effective as possible

Optimization is defined as the act, process or methodology of making something (such as design, system, or decision) as fully perfect, functional, or effective as possible; specifically: the mathematical procedures (such as finding the max of a function) involved in this.

What does Optimization have to do with Conversions?

How much of your day to day with your business is spent trying to drive conversions? Without them you don’t have sales. And without sales you aren’t profitable. So, the major concern is getting your website optimized to better handle converting your user traffic. So rather than just trying to rack up your site’s number of visitors you need to focus on racking up the percentage of those visitors who are actually becoming customers. That’s your conversion rate, and the higher it is, the better. Even just a few percent of increase can mean a lot to your business.

Now we need to consider things like a Call to Action, A-B Testing and even statistics. But where should we even start, and what do we change?

Von Restorff Effect

This one’s named after a psychiatrist who studied this phenomenon. It’s the idea that people take note of, or are more likely to remember, unusual or unique items/products/things more rapidly than “normal” or “uniform” things. We took this one to heart in calling our company Banana Stand originally-it’s both a catchy name that people remember, but also relates to the aspect of social proof that a real banana stand would create. So take it from us-this effect really works!

The best way to do this is by increasing the prominence of your call-to-action button. Hopefully you’ve already read the blog post about that if you’re here. If not, check out the link above. You want your “Buy Now”, “Add to Cart”, “Subscribe”, “Download” button to really stick out. Use colour theory to make the content stick out, use animation to draw the eye to the button, or even use subtly placed shapes and text, or other information to draw the eye towards the action you want your customers to take.

Make everything Easy and Simple

Come on, you don’t want to think hard, or put a lot of effort into things most of the time. Don’t make your customers do it either! You don’t want things on your site to be confusing or unclear to visiting customers, or they’re more likely to leave without completing the action you’re nudging them towards. Basically, minimize the effort people need to put in mentally in selecting and purchasing a product or service.

Do this by making prices straight forward and simple. Don’t add decimals where they are not necessary and try making prices like 19.99, we associate that as being closer to 19 than to 20. You can also ‘anchor’ prices. This means showing higher prices to customers first. This then becomes a comparison (or anchor) point for all other prices on your site. Turns out any large number works. You could have a banner proclaiming you have 3,700 members and then subsequently show products with prices and people tend to perceive them as lower and of better value. This also works with sorting from “highest to lowest” as the default. All prices as you scroll will be seen as better value in comparison. You can even show ‘slashed’ prices where you show the before price and then show the lower ‘now’ price.

Finally, just use Social Proof

We’ve been talking a lot about social proof. But, that’s because it works, and because it’s so easy to implement. You can add user reviews, testimonials or even case studies. Even just by adding a name, photo or the location of the customer you can stregthen the effect of already existing social proof. Customers are more likely to trust it the more believable and real that it feels. Show stock messages, show how many people are viewing a product, show who recently purchased something. All of these tactics help increase social proof and hopefully increase your conversion rates.

So, what are you waiting for? Optimize your site now and consider how users feel upon arriving at your site. Are things easy to use? Are you nudging them towards the action you want them to complete? Is their experience optimized for simplicity and easy of use? If not, now you’re armed with the knowledge to fix these things and make the customer experience the best it can be. And as a result, that’ll mean increased conversions for you!

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