Lots of people on the internet are running a/b tests, can I just copy their winning tests? Let other people do the failing, I’ll just test (or implement) the winning stuff. Good idea, right?
When you’re putting together copy for a website you may not have the luxury of only having to speak to one audience. In fact, you may have multiple audiences you need to address.
Which means you’ve got a juggling act on your hands.
Who is most important? What if both audiences require equal attention? How do you write copy that attracts more than one audience on a page without confusing your messaging?
The answers to these questions lie in your customer research and a process for determining where your audiences’ needs overlap.
As you almost certainly know, copy is what sells.
That’s true in print, and it’s equally true on the web. A completely unstyled site with strong copy will sell infinitely more than a beautifully styled site with none. And since the average website is between 90 and 95% text, one leading expert wisely observes that “web design is ninety-five percent typography.”
So while you can be quite flexible with how you present other parts of your text, your body copy needs special care. Making your selling content difficult to read is like mumbling to your prospects. You might as well turn them away at the door.
“It’s not what you say, it’s what people hear.”
Imagine you’ve been working on optimizing a site for a while now, say 3, 6 or even 12 months.
You’ve had solid winners each month, and you’re confident in the test results. These are not imaginary lifts. But now your conversion rate looks the same as when you started. How do you explain this to the boss/client?
Over half of your site elements don’t affect conversion rate the way you think they do. How to find out which elements help and which hurt your conversion rate? The solution is existence testing.
TechValidate’s research found that “30% of companies using gamification improved registration conversion rates by upwards of 50%.” But how can we use it to retain more customers?
So what’s this all about? Unicorns, Useful Best Practices and Optimisation Experts — all rather rare and mystical beasts.
If I were to tell you – what would you do with that information? Honestly, think about it and see if you can answer that.
Inaccessible sites lose sales.
Let’s look at the numbers:
I’ll show you five reasons you should care about accessibility and seven ways that an accessible form design will increase your conversion rate.