Think about your ideal in-store shopping trip. Do you want a salesperson to talk your ear off or have shelves of clothing way out of your reach? Probably not. Same goes for a web page — customers yearn for streamlined, personalized experiences. Bombarding them with text or irrelevant content is akin to an overly-chatty salesperson following them around a store. And it likely won’t lead to a conversion. Persado Global Solutions Consultant Grace Fisher shared four web page mistakes marketers should avoid.
We know — your product is so awesome, and there are so many reasons why. But when writing marketing copy for consumers, it’s best to keep it short and sweet, especially if you need customers to fill out a questionnaire or form. “The more fields you have, the more likely people will drop off midway through,” Fisher said. Keep it to under five fields if possible. This also goes for the navigation of the site. “Nobody wants to have to wade through a ton of information to get what they need,” Fisher continued. If they need to fill out a form, make sure they don’t need to click through 10 pages to get there and, she cautioned, be wary of distracting ads that take away from your calls to action.
Not Having a Responsive Site
During the second half of 2017, 62% of customers made a purchase from their smartphone, according to a study by OuterBox published in January. Smartphone screen sizes vary. The iPhone X is 5.8 inches, whereas the iPhone 8 is 4.7 inches. And if a customer is using a MacBook Air, the screen size is 13.3 inches. Make sure your designer creates a site that can adapt to these different measurements. “You can even think about changing the content for the different device types,” Fisher suggested. “People on their phones are likely on the bus or waiting somewhere and just browsing for information, so make it easy to find. A desktop user, on the other hand, is probably more likely to make a bigger purchase, so ensure the checkout/sign-up process is simple.” Think about it: you might browse vacation prices on your phone at the dentist, but you’re more likely to buy the flights when on a laptop or desktop.
If you’re an online shopper, you’ve likely seen a whole lot of calls to action (CTAs) urging customers to “learn more” or “buy now.” But those phrases are used so much, they no longer stand out. “[The CTA] is the biggest driver of response rate, so don’t blow it on bad language,” Fisher said. Instead, try something that’s relevant to your brand or the goal the customer is trying to accomplish. Employment website Indeed uses “Find Jobs.”
Not Knowing Your Audience
Fisher saved the biggest web page mistake for last: Not thinking like a customer. “You need to be tuned into what their interests and goals are,” Fisher advised, adding that it’s imperative to QA your campaigns. At the most basic level, ensure that visitors who click through a special email offer arrive at a landing page that reflects the same promotion. Also, think about the visitor’s entire journey with your brand. If a visitor has been to the page multiple times, recognize that and make sure they are getting the right information. “Maybe now is the time to have a chat pop up or a different CTA to give them that little nudge they need to take the purchase plunge,” Fisher said. “And keep testing! Customer preferences can change over time, so it’s important to evaluate performance continually.”