Worldwide Holidays or Events for October 2012
Oct
1, 2012
Child Health Day
Oct 8, 2012
Columbus Day Observed
Thanksgiving
(Canada)
National Children's Day
Oct
9, 2012
Leif Erikson Day
Oct 16, 2012
National Boss
Day
Oct 20, 2012
Sweetest Day
Oct 24, 2012
United Nations Day
Oct 26, 2012
Islamic Eid al-Adha
Oct 28, 2012
Mother-In-Law Day
Oct 30, 2012
Halloween
We try to keep the dates as accurate as possible. Please let
us know if there is an omission or incorrect date.
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Website Conversion Basics: 5 Ways to Boost Response
By Harmony Major
The first (highly inadequate)
title of this article was: “Five Quick Tips for Making
Your Website More Effective”… and then I woke up. Thank
goodness. What does that even mean?
Website conversion, put very simply, is how well your
website “converts” a casual browser into one who acts.
Although the specific “action,” depends on your goal and
site type – blog/informational, direct sales/mini-site,
e-commerce retail shop, etc. – a website can only be
considered effective when it achieves your intended
goal. That’s the key.
I’m redundantly breaking down website conversion in this
way to get you thinking about the critical question:
“What is my website designed to do?”
What goal do you expect it to achieve? Get specific and
keep this objective in mind while we cover five website
conversion basics below. To be considered effective,
your website must:
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1. Use Navigation and Design to
Direct (actions) and Serve (audiences)
And not just any audiences – yours. When
people come to your website, they are there to achieve a
goal. The good news is the
action you want them to take and the action they are
there to achieve is the same, but articulated
differently.
For example, you want visitors to buy
your grant-writing book. Visitors want information about
grant writing. What a match. And while they probably
didn’t come “to buy,” they have come in search of
information.
According to expert Jakob Nielsen: “Users
don’t see stuff that’s right on the screen.
Selective attention makes people overlook things outside
their focus of interest.”
You can capitalize on that fact by
leading potential customers right to the goods:
* Is your site designed in such a way to
allow them to easily achieve their goal?
* Can they navigate easily … or are they
easily lost?
* Does your site load sluggishly,
causing visitors to bail before seeing your offer?
* What information does your average
user most want, and is this provided in the right away?
In other words, is the path to your
desired goal – a sale – perfectly clear?
If you’re even slightly uncertain, meet
with a business Web designer who has a marketing
background – or one who at least understands website
conversion and results-focused design – to discuss ways
to streamline, focus and direct your Web traffic.
2. Remove Anonymity to Boost
Credibility
Does your site offer an e-mail address
or a contact form? Does it offer a phone number and a
P.O. box?
There’s nothing wrong with having those
things, but having them and ‘embodying’ them are two
very different Mohicans. Website conversion suffers
drastically from excessive anonymity.
Exactly what are you hiding from? Better
yet, why?
According to
Stanford Web Credibility Research: “Make it easy to
contact you. A simple way to boost your site’s
credibility is by making your contact information clear:
phone number, physical address and e-mail address.”
Hint: Solopreneurs can
use a service like Mail
Boxes Etc. for a physical address.
Remember, most customers in most
industries don’t want that “big business” feel; they
want to be able to associate a face and a name with the
company to which they’re about to give their money.
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3. Choose a Website Size and
Layout Suitable for Your Audience
You don’t want your visitors to say your
website doesn’t suit them, do you?
Analyze your website’s stats. Find the
most common screen size and use that information to make
design and layout decisions.
No website just yet? For a simple site
with seldom-changing content, try a resolution of
1024×768 to accommodate the narrower screen widths of
those running a little behind the times.
Don’t feel pressured to use “responsive
design” if all you have is a simple three-page website
for a service-based business, with content that never
changes. A fluid-width website with
a companion mobile site can be more than sufficient.
Likewise, if you have a blog or
frequently changing news section on your website and
want this information reflected across all media
channels – desktop and mobile – it may then be in your
best interest to take your “fluid width” website a step
further, to consider a completely responsive design.
Here, website conversion rates hinge
upon how well your content adapts to the user’s needs
and how accessible you’ve made it.
4. Use Font to Convey
Credibility… and Personality
Font choices add character to webpages
and logos. They play a very important role in your
audience’s perception of your business – and of you.
Don’t think something as silly as the
appearance of words on a page would have any effect on
website conversion?
Think again.
“Research has shown that the typeface
(i.e., font) that is chosen for a website conveys mood,
attitude and tone; and can impact the perception of a
company’s credibility.”
“Web pages presented in either a neutral
or inappropriate typeface resulted in lower ratings for
trust, professionalism and believability.”
[Source: S. Furman,
Usability.gov - "Credibility"]
Unless marketing directly to children,
avoid using kiddy-style fonts like the dreaded Comic
Sans (good heavens!). Even when marketing to children it
is not the best choice.
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5. Use Colors to Influence Action
Color plays a critically important
subliminal role on your website. For example, green is often
referred to as a “concentration” or “harmony” color. On
long-copy sales pages that feature a lot of text (where
website conversion increases the longer they read), use of a
green border, highlights, or background could be a very good
move.
However, take care to note the nuances
between meanings in different shades of the same color. For
instance, in some sources, dark green is seen as a money
color, while only the standard Kelly green would be the
concentration color. Sometimes, the effects you want can be
interchangeable between color shades, but not always.
You can use color to your advantage, to make
your website visitors feel energized, relaxed, focused,
scared, angry, more prepared to buy –
almost any effect you can think of. The important thing
to note when attempting to increase website conversion in
this way, however, is to use colors that contrast enough to
prevent parts of your website from becoming invisible
for color-blind users.
Color blindness is definitely a
consideration when using this website conversion tip. When
designing with this disability in mind, you should avoid
green because the most common type of color-blindness (99
percent) is the
red/green deficiency.
For more information on color psych, read
the
Psychological Properties of Colors. It offers
interesting details on how color can influence.
The Reveal: There are
certain foundational principles every website must implement
to be worth an organization’s time and investment.
Does your website make the grade? If not,
begin tackling and testing the above five aspects
one-by-one. Website conversions will surely, and quickly,
increase.
Harmony Major began building business websites and
marketing online in 1999, converting her e-biz to full-time
in less than one year – at age 19. These days, she does
simple, conversion-focused websites and redesigns for
service professionals, non-profits, and minority- and
woman-owned businesses. Find Harmony at:
ExcellentPresence.com or blog:
http://blog.excellentpresence.com
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Common Technical Questions
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with Adlandpro?
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