Below is a list of usable elements that you should consider when you are revamping your current site or building a new site. These usable elements are great elements to consider especially in ecommerce sites. The main goal behind having a website is to increase the converstion rates of your website hits.
Please note: the list below is arranged in alphabetical order.
Changing your background color to blue will trigger trust and increase conversion by 31%. Police sirens are blue, the president wears a blue suit. Any news program has a navy blue theme – they need credibility more than anything else to stay in business. Light greys are good as well. Definitely use blue as much as you can when you are stating facts.
- Background Color
Changing white backgrounds to light grey will increase conversion by 7%.
- Body Text
Changing all body text to Arial 12pt font will show a 31% – 36% increase in readability. 12pt Arial outpulls 10pt by 17% in terms of readability. Readability is not conversion. Both arial sizes outpull a serif font like Times New Roman.
- Buy Area 1
Placing seals in your buy areas will increase conversions 13%. Seals like better business bureau, online business bureau, etc help. If you sign up with BBB and use their sales, if you are doing more than a few hundred dollars a day, it’s likely to boost your sales by 10% so that is thousands over a year.
- Buy Area 2
Placing the credit card emblems in your buy area increase your conversion rate by 3%.
- Buy Button
Adding an Amazon style, orange with blue letters, buy button to your site will increase conversions by 14%.
- Buy Options
Offering customers the option to buy using a payment plan will increase conversions by 32% – for higher ticket items say 300 dollars. Only about 17% of the total sales shows the payment plan being used. Just the fact that it is offered increases conversions.
- Buy Page
Adding a product image to the top of your buy page will increase conversions by 15% and decrease cart abandonment rates drastically. Doesn’t disconnect them, shows them that they are in the right place and gives the customer continuity and reassures them. As a rule only about 25% completes a sale after going to the order form with Perry’s sites.
- Declined Orders
Allowing declined orders to go through and contacting the customer the next day tell them “hey I got your package all ready to go, and I tried to run your card and I must have done something wrong, or maybe the computer had a glitch, if you can just give me a call we can sort it out” will increase decline recoveries by 45%. On a decline 36% will go to your competitor.
- Domain 1
Buying a keyword loaded URL’s and sending traffic there will reduce your traffic *cost* by 40%-90% and increase CTR‘s and conversions. You can also sneak in adwords banned words in your domain name as a keyword.
- Domain 2
Buying a URL with action words like “buy a used car now” or “get rid of acne now” and then your main keyword will increase conversions by 19% once you get inside the page. In effect you can use your domain like another line of copy that you haven’t paid for.
- Guarantee 1
Placing your guarantee in a text box with a red satisfaction guaranteed seal, gold seal, and a red 16pt tahoma headline, in a dirty yellow box with a red border (Johnson Box) will increase conversions by 12%.
- Guarantee 2
Changing your guarantee period to 365 days/1 year will increase conversions by 5.6% and reduce return rate by 38%. Almost of all Perry’s sales are through Visa, Mastercard, Amex, and Discover who will honor chargebacks within a one year period anyway so it seemed a natural fit. If they have a year to return it, people don’t worry about trying things out to start with and forget about it.
- Getting Usable Testimonials
Asking your customers prompting questions will increase the number of usable testimonials you get by 100%. The perfect testimonial is: I was a doubting thomas, I didn’t believe. I tried anyway, and here’s why. I got the product and boy was I mad, it worked better than I thought it was going to. Now I’m an evangelist for the product and I want to tell everybody in the world that I know about it.The way you elicit this response is to ask the following questions:
- were you skeptical when you first ordered? explain
- what happened next? (did you get your product on time?)
- did it work for you, and how well? please explain
- tell me some of the people that you might recommend this product to
Asking your customers for video testimonials and using them can increase conversions by 100%. If you have 3 or 4 good video testimonials, you are going to make 2 or 3 times sales than you would do with just written.
Changing your headline and supporting images to negative images (i.e. supporting fear rather than positivity) will increase conversions 20%. i.e. how to keep your husband at home and stop cheating as opposed to have a happy marriage. If you have images – positive headilne, have a positive image. If you have a negative headline, you need a negative image. Fear is important.
- Headline 1
Changing headline to color to red will increase conversions 28% conservatively. Doesn’t use brightest red, but close to it – a ‘sorta medium red’.
- Headline 2
Changing headline to 20pt, bold Tahoma font and adding quotation marks around it will increase conversions 17%. Michael Fortin and a lot of guys recommend this evidently.
- Headline 3
Changing your headline to one of the following 3 best headlines: “who else [wants]…”, “how to…”, “6 easy steps…”. Who else has increased conversions up to 44% – possibly because you almost always would answer ‘yes’ to questions starting ‘who else’ – ‘wants another slice of pizza’, etc.
- Introduction Paragraph
Inserting a drop cap letter into the intro paragraph of your sales letter will increase your readership by 40%. If the impact of this is negative, it means your copy isn’t really hitting your customer, because the drop cap seems to get the copy written. It’s like a test of whether you are connecting with your customer. The opening paragraph is very important and it’s where the customer finds out whether you know their problem, their dream, what you understand about what they want. If they think you don’t understand what they want, they leave in a moment. If the message doesn’t resonate really quickly, they are going to move on.
- Multiple Sites
Putting up a review site and listing your product as well as your competitor’s will increase branding as well as allow you multiple streams of income and cheap traffic to your site.
- Multiple Order Opportunities
Offering multiple order opportunities starting right after the first testimonial will increase conversions by 31%.
- Offer Look
Placing a dashed 4pt red border around your buy area will increase conversions 28%.Some have reported more.
Placing some testimonials directly below your optin box will increase optins by 16%.
- Optin Box
Change your optin box to look like yahoo mail login and moving it far up to the top of your page will increase your optin rate by 77%.
Placing a phone number on your site and taking phone orders will increase your conversions by 30%.
- Order Form
Placing a string of small testimonials on the right hand side of your order form will increase conversions 28% – 30%. Tested left hand side but right hand side got better results, other people who tested this got 40%.
- Outsourcing Sales Copy
Giving an oursourcer your best couple of competitors sales letters to rewrite will give you a sales letter with a different style to yours. If you only have 5 competitors, and you have one site and you make 4 more, now you have half the market instead of a sixth.
- Payment Area
Placing a small video in your payment area explaining in depth your security and why they should feel safe about purchasing from you, will increase conversions by 12%.
- Post Sale Auto Responder Series
Changing your follow up autoresponder series to be sent from their ‘personal success coach’ and including about 6 messages that help to track the success of the customer and give success stories and usage instructions will reduce return rates by 17% and adding video messages or instructions will reduce the return rate by about 24%.
- Print Ads
Directing prospects to an email address rather than sending them to a URL in print ads will increase your optins by 1000%. In effect you have an opt-in as they want a response.
If you use pre-headlines, adding the following pre-headline before your headline “Attention: people who [X] discover this” will increase conversions by 9%.
- Price points 1
Adding a price with a red line through it and then listing a sale price will increase conversions by 14%. Make sure your price is directly above the buy button.
- Price Points 2
Changing your price point to end with a 7 will increase conversions by 13% – across the board. Everything else has been tested. 7 always wins.
- Sales Letter
Changing your sales letter text box from 600 pixels to 560/550 pixels results in a 24% increase in scroll rate.
Adding your signature to the top of the fold of your website right under the headline will increase conversions by 19%. This is recommended the stronger headline you have.
Adding live chat to your website will increase conversions by 39%. ‘Hey if you want to know ____ just click to chat with us and we’ll tell you’ where ____ is a big question of the customer but does not feature on the site is even better.
- Site 1
Placing a text box with a blue/light blue background color on your site, titled “5 [really] good reasons to buy”, will increase your conversions rate by 25%. Should be right above the buy area, below the guarantee. Could use 7 or 3 reasons, they have found 5 to be the best.
- Site 2
Adding an audio testimonial at the top of the page and setting it to autoplay will increase conversions 11%. You can use a service called ‘audio generator’ to get these. Don’t ever try to fake one; they don’t sound natural.
- Scroll Bar
Changing your scroll bar color to red increases scroll rate by 12%.
- Testimonials 1
Creating a Johnson Box and put all testimonials in them will increase conversions by 16%.
- Testimonials 2
Placing a headline on all testimonials will increase conversions 35%. Can be a quote from the testimonial – the most impactive.
- Testimonials 3
Creating a feedback form on your site and sending customers there will increase the amount of testimonials your customers give you by 800%.