Starting a new website

Attracting website visitors

Improving conversion rates

Measuring and Testing

Planning your conversion pages

What are conversion pages

Conversion pages are the pages that fulfil the point of the website. This may be your check out page, your request a quote page, your contact page or your download page.

On the conversion page, you are asking to visitor to take an action, changing them from anonymous web surfer to a person that will have some dealing with your business. The user will only make this transition once they have some basic level of trust in your business.

Removing Anxiety

Once on your conversion page, a visitor can still choose to leave at any time. Many e-commerce stores suffer from 'cart abandonment', the user picks the items they want, goes to the checkout page, but then leaves before they actually have to commit to buying anything. This can often happen because the site has not addressed the anxiety of the visitor. Visitors may be worried about:

• whether the site is genuine
• whether the goods will arrive
• whether they will have to deal with returns
• whether their credit card details with be stolen
• how many times will they be called if they complete the form
• how long will it take to complete the form

Addressing these concerns can help enormously on your conversion pages. Having a 'verfiied by' sign, a money back guarantee or how and when you will call can help enormously on your conversion pages as it helps to remove these concerns. Also, re-emphasising your benefits can remind the visitor why it is worth they continuing.

Designing Forms

When creating forms, ensure that you are not asking the user to many open ended questions. If the question is ambiguous, the user may worry about entering a silly answer. Anything that worries the user will increase anxiety and encourage them to leave your page. Where possible, always give users options to select from rather than asking them open questions. Design forms so that they look simple and quick to complete, and only ask relevant questions.

Summary

Think carefully about the actions you want users to take when they get to your site. Think about both the benefits and the concerns they may have taking these actions. Think about anything on these pages that require users to have to think too much before taking the action. If you can concentrate on these things, you are on the way to successful conversion pages.

These articles are part of the '10 steps to building a new website guide'. Move onto step 7 - Promoting your site - or go directly to the main contents page.

Once you know what to change on your website,
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