Dave Child just wrote a nice article called "Ten Ways To Improve Your Website Conversion Rate"
My favorite is #8….just today I was looking at one of my clients "suprise redesigns" where they actually thought it was a good idea to make someone get an account in order to view the store….doah!!!
8. Don’t Waste Time
One of the biggest mistakes sites make is asking for too much information. Your conversion process may be sale, or it may be a request for information. Either way, don’t waste the user’s time asking for things you don’t need to know. This is, of course, doubly important when it comes to asking for information the user deems private, and that they don’t want to give out without good reason.
You don’t need to demand the user’s email address before letting them download a PDF. You don’t need their phone number when they fill out an email enquiry form. A user may not want to buy from you twice – so why make them create an account so they can buy again later before processing their first order? You can give the user the option to do all of these things by all means, but make sure it’s not compulsory.
On a related note, William Slawski also just published a "related" article called "Content Planning for Search Engine Optimization"
Bill’s got a lot of great info packed into this post…but here’s some great points Bill gives
- What are the products or services offered on the site?
- Is it selling goods or services directly online?
- What are the strengths of the products or services to be presented?
- What are the weaknesses of the products or services to be presented?
- Are there opportunites envisioned in the sale of these goods and services that may not be met online presently?
- Do any threats to the sale of goods and services exist? What are those?
- If the site is intended to generate leads, is there a preference that people call, email, fill out forms, visit a location in person?
- Are there any unique challenges to offering the goods or services or information, such as legal restrictions based upon age of visitor, distribution of goods, subject matter of the site, protection of visitors’ privacy rights, protection of trademarks (those associated with the organization and others), copyright of materials used, or others?
- Are there some related goods offered by others? If so, what are they?
- Are there some related services offered by others? If so, what are they?
- Who are those others who offer similar goods or services online and offline, and what else do they do?
- Have there been others who provided the site owners with online marketing services, and if so, what types of efforts did they make?
also, have you heard that Neil Patel is a princess?| Digg it | Add to Slashdot | Add to Y!
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