1 00:00:01,396 --> 00:00:03,965 Do you want to sell something on your website? 2 00:00:03,965 --> 00:00:07,596 Maybe a digital product like a course, or an e-book, 3 00:00:07,596 --> 00:00:09,407 or maybe a subscription plan? 4 00:00:09,407 --> 00:00:12,008 Then this is the right lecture for you. 5 00:00:12,008 --> 00:00:14,794 I promise you webdesign guidelines in this course, 6 00:00:14,794 --> 00:00:16,652 but now you even get some guidelines 7 00:00:16,652 --> 00:00:19,787 to actually improve your website conversion rates, 8 00:00:19,787 --> 00:00:21,133 on top of that. 9 00:00:21,133 --> 00:00:22,133 So let's go. 10 00:00:24,198 --> 00:00:27,382 First, you can offer your visitors a free gift 11 00:00:27,382 --> 00:00:28,993 in order to build trust, 12 00:00:28,993 --> 00:00:32,568 instead of trying to sell anything right away. 13 00:00:32,568 --> 00:00:36,144 A very popular choice is to give away an e-book for free, 14 00:00:36,144 --> 00:00:38,312 such as this website does. 15 00:00:38,312 --> 00:00:40,195 If the user likes your book, 16 00:00:40,195 --> 00:00:44,729 he is more likely to buy anything from you after that. 17 00:00:44,729 --> 00:00:48,524 Of course, you should have a strong call to action button 18 00:00:48,524 --> 00:00:52,436 on your website, where you want your users to click. 19 00:00:52,436 --> 00:00:54,827 But instead of showing it just once, 20 00:00:54,827 --> 00:00:57,846 you should repeat it in more places on your website. 21 00:00:57,846 --> 00:00:59,583 The more often the better, 22 00:00:59,583 --> 00:01:03,679 but obviously without spamming and frustrating the user. 23 00:01:03,679 --> 00:01:05,490 This website, for example, 24 00:01:05,490 --> 00:01:07,580 has the same call to action button 25 00:01:07,580 --> 00:01:09,549 here in the middle of this big image 26 00:01:09,549 --> 00:01:12,015 and also in the navigation bar. 27 00:01:12,015 --> 00:01:13,687 And they probably also have it 28 00:01:13,687 --> 00:01:17,046 on the very bottom of the site. 29 00:01:17,046 --> 00:01:20,069 Now, assume you have a sign-up form on your website, 30 00:01:20,069 --> 00:01:23,821 but how good is a sign-up form if nobody sees it? 31 00:01:23,821 --> 00:01:26,106 That's why so many popular websites 32 00:01:26,106 --> 00:01:28,399 and blogs use a pop-up box, 33 00:01:28,399 --> 00:01:31,442 like the one you see on this website. 34 00:01:31,442 --> 00:01:34,332 All this does is to ask for an email address 35 00:01:34,332 --> 00:01:37,122 to sign-up for a newsletter. 36 00:01:37,122 --> 00:01:38,784 And I know these pop-up boxes 37 00:01:38,784 --> 00:01:41,141 can be quite annoying for the user, 38 00:01:41,141 --> 00:01:43,030 but they are still so popular 39 00:01:43,030 --> 00:01:45,213 because they actually convert so well, 40 00:01:45,213 --> 00:01:47,713 which means that they do work. 41 00:01:48,719 --> 00:01:49,717 There are many solutions 42 00:01:49,717 --> 00:01:53,800 that offer you pop-up boxes, like this, for free. 43 00:01:56,010 --> 00:01:57,798 In your call to action button, 44 00:01:57,798 --> 00:01:59,098 you need to tell your user 45 00:01:59,098 --> 00:02:01,606 the benefit of clicking that button. 46 00:02:01,606 --> 00:02:04,067 This is extremely important. 47 00:02:04,067 --> 00:02:07,248 This website does a good job doing this. 48 00:02:07,248 --> 00:02:09,593 Instead of saying something boring like, 49 00:02:09,593 --> 00:02:11,637 'Click Here' or 'Sign-Up', 50 00:02:11,637 --> 00:02:15,631 they tell the user he should try the service for free. 51 00:02:15,631 --> 00:02:17,334 That works much better. 52 00:02:17,334 --> 00:02:19,610 So always use a word which describes 53 00:02:19,610 --> 00:02:23,777 the benefit the user will get by clicking a button. 54 00:02:25,136 --> 00:02:27,644 If you want your user to sign-up for anything, 55 00:02:27,644 --> 00:02:31,230 don't ask him for more information than you need. 56 00:02:31,230 --> 00:02:34,759 If you don't need phone numbers, address, or whatever, 57 00:02:34,759 --> 00:02:37,430 don't ask them for the information. 58 00:02:37,430 --> 00:02:39,464 The user doesn't want to go through 59 00:02:39,464 --> 00:02:43,304 too many fields in a form to achieve something. 60 00:02:43,304 --> 00:02:47,471 So forms with fewer fields definitely convert better. 61 00:02:48,389 --> 00:02:51,043 Social proof is a great persuasion tactic 62 00:02:51,043 --> 00:02:54,450 that can really help you increase conversion rates. 63 00:02:54,450 --> 00:02:57,283 This can be done in form of customer testimonials, 64 00:02:57,283 --> 00:02:58,536 if you have any, 65 00:02:58,536 --> 00:03:03,126 or showing that other companies use your product or service. 66 00:03:03,126 --> 00:03:05,517 And this tactic is so incredibly effective 67 00:03:05,517 --> 00:03:09,279 because customers are actually more likely to trust others 68 00:03:09,279 --> 00:03:11,438 than to trust you. 69 00:03:11,438 --> 00:03:13,855 So use this whenever you can. 70 00:03:15,757 --> 00:03:19,030 Two very effective techniques that you can use 71 00:03:19,030 --> 00:03:22,637 is to create urgency and scarcity. 72 00:03:22,637 --> 00:03:26,747 Urgency is when a buyer feels like they need to act quickly 73 00:03:26,747 --> 00:03:28,349 and it's used in order to make people 74 00:03:28,349 --> 00:03:31,182 act now rather than later. 75 00:03:31,182 --> 00:03:33,666 The Groupon website does this by saying, 76 00:03:33,666 --> 00:03:38,285 'Hey! This deal has limited time remaining. So buy it now.' 77 00:03:38,285 --> 00:03:40,537 So you can use words like, 'now', 'hurry', 78 00:03:40,537 --> 00:03:44,521 'instant', and 'immediately' in your call to action buttons, 79 00:03:44,521 --> 00:03:47,039 in order to make users act. 80 00:03:47,039 --> 00:03:49,710 This technique, together with that very big 81 00:03:49,710 --> 00:03:53,877 and clear call to action button, is extremely effective. 82 00:03:55,654 --> 00:03:59,447 Now, scarcity is the feeling that a product or service 83 00:03:59,447 --> 00:04:03,525 is in short supply and about to run out. 84 00:04:03,525 --> 00:04:05,688 And when there is less of anything, 85 00:04:05,688 --> 00:04:08,345 we actually tend to value it more. 86 00:04:08,345 --> 00:04:11,394 So this technique is also used to make the user act 87 00:04:11,394 --> 00:04:15,066 and buy something now before it runs out. 88 00:04:15,066 --> 00:04:19,409 Amazon does this quite well by saying, as in this example, 89 00:04:19,409 --> 00:04:22,659 that there is only one iPhone left in stock. 90 00:04:22,659 --> 00:04:26,513 So, urgency and scarcity; use them when you can 91 00:04:26,513 --> 00:04:30,346 and your website will probably convert better.