In our previous tutorial, we covered the subtleties that make the difference between a good content writing service website and a lesser one. While we mostly focused on the visual aspects, there are other Internet services that require a massively different approach in order to ensure full conversion potential. Before actually getting started, we’d like to familiarize you with a few concepts. First of all, an average e-commerce website doesn’t require an extensive amount of visuals; in fact, it usually needs to be straightforward and put a lot of emphasis on promoting the products accordingly in the detriment of anything else. Secondly, there’s been an exponential online store increase as of recently, thus a lot of competition between each one of them, regardless of the niche(!). In addition to this, people who prefer online acquisitions have become savvier over the course of years and cannot be easily deluded anymore. As a result, every store struggles to offer the best deal available to ensure as many clients as possible. Last but not least, every online store tries to implement as many payment methods as possible. Here are all the payment methods available on the website we’ve picked for review: Generally speaking, you do not need anything more than PayPal, since it’s the most frequently used payment method on the Internet. However, having so many payment methods make a great psychological impact on the customers, so it is something to consider for long-term use. This is the landing page of the e-commerce website we’ve chosen for review: As you can see, the format of the website is quite standard for this kind of business: we’ve got the category list on the left, a few product posters in the middle of the page, then some don’t-miss-out offers on the right and in the bottom of the page. It is definitely not overfilled with useless visuals that could stray customers away. In its current state, the landing page could sell a lot of people on it. Let’s have a quick look at the logo: This logo excels in two particular aspects: 1.The brand name – very catchy yet quite silly (“best bang for your buck” with an additional perverted innuendo maybe?) 2.The design – if you’ve ever gone on Amazon before, you’d know that this logo is a clear rip-off of theirs. However, as we’ve mentioned right from the beginning, some businesses need to focus their effort on other aspects in order to ensure they convert. In our case, this online store should focus on appropriately and correctly promoting their products. Let’s randomly click on a product image and see how it looks inside: Again, everything’s quite standard: we can notice product photos, the evident discounted price in the midst of the page, a drop-down list enclosing the shipping methods, the beautiful “Buy it now” button, further recommendations and many other things. However, things start to become a little bit off target in the product description: We’ve randomly picked three description excerpts. At first sight, aside from the unreadable small font which could be easily tweaked to our liking, everything would appear normal. However, the grammar used to describe the product is by no means accurate. Some of you would not be truly embarrassed by this particular detail, but most of the people who make online acquisitions balance bad grammar with scam attempts. This has actually become a widely-spread stereotype among Internet users - that we personally do not endorse -. If writing in English, or any other language for this matter, is not a personal asset of yours, you’d be better off if you outsourced it. Moreover, if you were to access the product page yourself, you’d see that, even though the price is relatively high ($139), there is no sales copy available. This is a huge downside for multiple reasons, including but not limited to the lack of style and product enticement. Let’s have a look at a sales copy designed by Apple and another one designed by this store. To us, the one which inspires more credibility is, of course, Apple’s, because the font choice, lexicon and grammar are superior by a massive margin. Also, while somehow understandable, watermarks don’t belong in this kind of promotion. There are a lot of freelancers who would be more than glad to design your sales copies resembling Apple’s for a fraction of the price, so this is outsourceable, too. We do recommend you learn to do these on your own since it’s not as complicated as learning English from scratch. Moving on, we’d like to cover a pretty specific characteristic of this store that not many want to – or can’t – implement: free global shipping. If you’re in the business, you might be already aware that these stores, especially the ones based in China, have special agreements with local post offices. Most of the time, for each 1000 orders that need to be sent out, the store can negotiate special bulk delivery prices for each order in part, starting from a couple of cents to a few dollars. Obviously enough, this cost can be easily implemented in the product price, giving the feeling that the shipping is free. The same discounts usually apply for expedited carriers, too, such as UPS or DHL. Let’s have a look at the checkout page: Do you still remember how we mentioned earlier that by having a lot of payment methods you could positively influence your potential customers? Although we were showed that we could pay using around 10 different payment processors, we are now given only two options: PayPal and Credit or Debit Card. Before lashing out, you must know that this is a common marketing practice among the newlier-launched online stores and it is definitely not an accurate scam indicator. That’s it, folks! If you currently have an online store or plan on launching one, consider the tips laid out in this tutorial!
peddler posted a topic in Conversion Rate Optimization tutorialsAre you a content writer? It goes without saying that owning and managing a content writing business on the Internet is a must, but is yours a converting machine? Today, we are making a quick but enclosing breakdown of how a content writing service website should look like and how you can improve yours at the same time. Just follow through the guide and you’ll see that banking big has never been easier for a freelance writer! This is the landing page of a content writing website of a client of ours. Obviously, there are a lot of seemingly-innocent mistakes just on this page, that at first sight would not be considered to affect conversion whatsoever. That might just happen to be painfully wrong! As you can see from the picture above, the landing page looks minimal yet fancy enough. The colors are harmonious, text is readable, there’s a nice money sack vector in the midst of the page and all that great stuff – yet, it’s not perfect! The most noticeable flaw is the lack of an actual representative logo. What constitutes a good logo is a vector that beautifully showcases the company’s primary purpose + the name of the respective company attached to it. Here’s an example of how we could make the logo a lot better in our case: The tweaked logo now profits from a considerable representation boost. In addition to this, the way the pen has been repositioned makes more sense, given the chosen business name. If you don’t currently have 5 bucks to spare on having someone create a representative logo, here’s a site which allows you to create a beautiful logo in no time, free of charge: https://logomakr.com/. (This is where we crafted the above logo, as a matter of fact) Moving on, let’s have a quick look at the navigation bar. You might be inclined once again to say that there’s nothing wrong with it, but hold that thought for a moment. As you can see, there are 7 buttons, arranged in accordance with the page rows; what matters here, is the “Get Started” button, which is practically the section where conversions come to life. Obviously enough, the button is situated in the 7th spot, which is a bad spot for one main reason: it is very unlikely for users to see and click it, thus lessening your potential sales by a massive margin. The other sections should be considered and treated only as transitionary – the positioning this button profits from is by no means adequate. Furthermore, there is no actual formatting that emphasizes this crucial button. In order to maximize your chances of getting the most out of your potential clientele, you must go to greater lengths: increase the font size, box the text, give it a catchy color, such as cardinal or crimson red, with respect to the chosen background color of course. Take this model for example; you'd be more inclined to click it now, right? The second most important button in our navbar is the one which reads “FAQ” Just like before, its positioning isn’t very well thought out, so we could tweak that a little bit by repositioning it in a rear spot. The importance of this button, or rather, section is a crucial one; if your clients aren’t fully convinced of your converting page, this section serves as an additional ace up your sleeve. Let us demonstrate: As we can see, this page excels at a very particular purpose: it lays out the most important Ws of this business: What, Where and When. Furthermore, it doesn’t get personal whatsoever while keeping the information clear, compact and succinct. However, there are a lot of improvements we could add in: Firstly, the answer rows underneath each question row have a small font in addition with a grey tint, which make the text pretty much undecipherable. Let’s see how we can refine it: As you can see, we have tweaked the questions a little bit, increased the text font and changed the grey tint to a black one. A lot smoother, right? You could toy a bit with some additional changes, such as showy background colors, or maybe some vectors beside each question row… the possibilities are endless, really! Now, let’s see how the page where magic actually happens looks like: As you can see, the page has a two-column layout: on the left, we can see the contact details, clearly-presented, and on the right, a nicely-made contact form. However, just like you’ve been used to, there are flaws. Now, let’s see how the page where magic actually happens looks like:As you can see, the page has a two-column layout: on the left, we can see the contact details, and on the right, a nicely-made contact form. However, just like you’ve been used to, there are flaws. The first noticeable flaw is the lack of color harmony: we have multiple colors, or rather, non-colors on-page: The “Get Started Today” text is white, then what’s underneath is black and grey, then we can see some grey shades on the contact form, too, the background color is red… phew, it blows our heads! In order to ensure your potential clients don’t get unbearable headaches, we should keep the color diversity to a minimum: in the first instance, we should pick only a background and only a text color and stick with it till the end, then see how that goes with some individual experiments. Let’s move on to the actual contact form. Its sections are well-defined, but the additional captions underneath each row are unreadable. A wise move would be to increase the font size a lot and change the greyish tint to a vivid color. Then, we should somehow emphasize the overhead “Contact Us” text, without being in breach of our aforementioned “color harmony” rule. BONUS feature: as you may have noticed, there’s a small “Chat with us” box in the bottom right corner of some pictures. It is actually a live chat feature, which has been proven to drastically increase sales owing to the further “personal” approach you’re offering to your potential clients - and, really, who doesn't like direct feedback? Answering their ardent questions right off the bat is certainly a fine approach that not many consider – but you could. If your website is Wordpress-based, things get a lot easier since there are literally hundreds of live chat plugins out of which you can choose the best fit for you. Just make sure that you can be available at least a few hours per day, preferably during the "peak hours" of your traffic. SECOND BONUS: The theme featured in this tutorial is X Theme, in case you might want to switch over to it. We recommend it!