You Need to Optimize These Things in 2015

Written by Abby Nieten on January 23, 2015

Posted in Lead Generation

Is your 2015 to-do list already fifty pages long? We understand. The new year always brings a fresh start—and tons of things to work on. Be sure that you are focusing on the highest-priority areas so you can maximize your efforts.

Optimization is all about improving the user experience, which improves conversions. What’s not to love? Let’s take a look at the top three areas of optimization for higher conversions.

1. Design
We don’t want to be shallow, but looks matter. Take a cold, hard look at your website design and you’re sure to come up with areas you can improve. Is your layout too busy? Do you need to add (or remove) a photo or video? For best results, create a list of websites that you think are doing it well. Adopt some of their design strategies for your own.

  • Layout: Keep things simple and uncomplicated. Your visitors should know exactly what to do next.
  • Visual media: Some customers respond more to photos of products than people. Perhaps a video would increase your conversions by educating your customers.
  • Colors: Don’t give your customers a headache! Switch up your colors to enhance readability.
  • Contrast: If a visitor can’t find a button, you’re toast. Use high-contrast color to highlight the important areas, like your call to action.
  • Fonts: Bye-bye, Comic Sans. Change up your font to make your website easy to scan, whether on a computer or smartphone.

Are you keeping forms in mind when you design? Download this free guide on form design hacks and create a stronger brand experience:

Get the Form Design Guide!

2. Content
Ever wonder if anyone actually reads all the words on your website? They do. Content needs to be 100% awesome if it’s going to convince your visitors to turn into customers. Your copy should be compelling, engaging, and SEO-friendly.

  • Headlines: Your main headline is the first chance to grab a visitor’s attention. Come up with a catchy, brief, and intriguing headline that offers to solve visitors’ problems. (Formstack’s current headline: “Get more responses with smarter online forms.”)
  • Taglines: Longer than headlines, taglines let you explain more about what you do and how you will help make your customers’ lives better. Be specific! (Formstack’s headline: “See an immediate lift in conversion rates with features like social media plugins, mobile responsiveness, and analytics. No coding necessary.”)
  • Call to action: This is where the rubber hits the road. Your call to action, which is often a button, is the place where visitors convert. Make it clear what will happen when they click on your button. “Try it free,” “sign up now,” or “download the ebook” are all clear CTAs. “Learn more” or “next” are not.
  • Product descriptions: Change up the way you describe your product. Be clear and brief, but as detailed as possible. What does your customer need to know? Keep your conversion goal in mind when creating your product descriptions.

3. The Conversion Process
Your website is not just about good-looking design and compelling copy. You must also optimize the conversion process. What good is a customer who is willing to click through if they don’t continue on to a purchase?

  • Streamline the funnel: Your sales process may be too complicated or have too many steps. Sure, a little friction is good—you want to qualify your leads. But your conversion process may be confusing or take too long. This leads to frustrated customers who abandon their purchase.
  • Remove distractions: Simplify the customer experience. It’s tempting to provide links to every possible page on your website, but these can distract a visitor from the main conversion. On a landing page, keep yourself to one call to action, and eliminate any other link.
  • Online forms: Forms allow your customer to share information with you, which is why they are essential to your website. You may want to add or remove form fields, change the placement of your form, or improve your submit button copy.

Don’t expect a basic contact form to bring a tidal wave of new leads. Read this quick guide on using creative leadgen forms to convert more traffic:

Get the LeadGen Forms Guide!

Optimization is an ongoing process, not a one-time improvement. As you learn more about your customers’ preferences, you will be able to deliver optimized content, design, and processes even more effectively.