Every company wants a highly visited website. However, this alone is no indication of the success of a site. Only the conversion rate provides information about how many visitors are finally convinced by the offer and can be won as new customers.
Gardner and Dan McGaw have identified 7 patterns of conversion rate optimisation which help your website to become more efficient.
1. Courtesy: Controlling Visitor Attention
Interactivity offers many possibilities, but in the wrong place, it directs the attention of your visitors in an undesired direction. Therefore avoid placing unnecessary links and superfluous interactive elements on the landing page. In this way, the visitor can follow the red thread of your website undisturbed, which leads to a better conversion rate.
2. Coupling: High recognition value helps visitors
If the user reaches you via advertising, the landing page and the advertisement should look the same and have the same message. That way, the visitor will find his way around right away and can fully engage with your offer – after all, that’s exactly why he clicked on the advertisement. Appear uniformly to improve your conversion rate.
3. Context: Highlighting the benefits of the offer in a creative way
Much more important than the product or service itself is what the consumer can do with it. For example, no one needs a hammer – but they do need a tool to build a garden house, for example. Use the design of your website consciously to present the benefits of your offer in a simple and attractive way.
4. Congruence: Supporting the core message through stringent design
If texts, images and interactive elements of a website tell one and the same story, the visitor can best follow it. Therefore, subordinate each element to the main objective of the site and remove everything that does not fit this objective.
5. Clarity: With structured clarity to success
Besides a catchy design, your website should follow the simple principle of “first things first”. Prioritise the individual components of your site so that a coherent structure is created from the consumer’s point of view. For example, if you put your core message first and your brand second, you’re already one step closer to an improved conversion rate.
With testimonials, customer reviews, social signals and independent quality certificates you gain the trust of your visitors and improve your conversion rate.
7. Continuance: Create more conversions with existing clients
Take the opportunity to offer further products, services, newsletters or similar if the conversion is successful. This can be done, for example, in the first mail to the customer or via a pop-up.
Do you want to learn more about conversion rate optimisation? Read this guide on landing page optimisation.