We human beings are so unforgiving. It has been scientifically proven that we form hard-to-change opinion of a person within 7 seconds of meeting him. And yes, you guessed it right. We do not leave even a website from our vicious, judgmental eyes. No wonder corporates shell out big bucks on web designing.
So how exactly can you make your best impression in this crucial 7 seconds? How can you convert a skeptic into a fan? These tips might help.
There is a reason why someone visits your website. It could be to buy something or it could be seeking some information. Whatever be the reason, your website should be able to validate that reason within the crucial first seven seconds. For this, your website should be focused and clutter free. Just like how you can’t focus on your job when your desk is messy, a visitor cannot focus on your message when the page is complex and chaotic. Be minimalistic. Use apt images and readable font. And always remember, less is more.
We love pictures. Don’t we? When we open a newspaper, we check the photos first and read the headlines later. Isn’t it? We are wired that way. That is why it is important to have vivid relevant pictures in our websites. Wherever possible, incorporate info-graphics rather than rambling on for paragraphs and paragraphs. But all these being said, be subtle too. You don’t want the pictures to be screaming for attention either.
Colours have the ability to invoke various emotions in us. Have you observed that most banks and financial institutions have blue in their logo. There is a reason why it is so. It’s because we are stereotyped to perceive colours in a particular manner. Blue indicates trust, stability and dependability- characteristics that every financial institution should posses.
The below info-graphic shows the emotion that each color invoke. Unless you have billions to spend on marketing to change a preconceived notion about a colour, stick to this for a successful website and logo.
Imagine you are visiting a shop to buy a pair of socks for your two-year-old son. The socks are all piled up in a rack and you have to dig in to find the right sized pair. You first lay your hands on one suitable for a 5 year old, then one for 9 year old. It doesn’t take much time to frustrate you to the point of exiting the shop without buying anything.
The same applies to your website too. Your website should be the sorted stacked shelves where one can easily pick what they are looking for. A sensible and predictable navigation is one of the key factors to reduce bounce rate and increase conversion.
We do not give a second thought about returns and refunds when we buy through Amazon or Ebay. But if it is a smaller business, we check reviews and do a lot of research before placing the order. Yes, credibility has an important role in determining your conversion rate. Testimonies are a good way to gain a new customer’s trust. But remember, your customers are not stupid. They can distinguish between genuine and fabricated reviews. So rather than buying fake testimonies, encourage your customers to give their testimony by offering some incentive. Always link the testimonies to the individual’s Facebook profile or any of their social profile so that customers can know that its genuine.
If you thought link building is for SEO alone, then you couldn’t be further away from truth. Through guest blogging and being featured in articles by influencers in your domain, you are in fact putting yourself out for your customers to know more about you. This familiarity goes a long way in building your credibility and increasing your conversion rate. So, always be where your customers are. Not just through ads, but through articles, reviews and features.
Consider your website as one of your company’s first employee– an employee who shouts to the world about everything that you are. Invest in it. Put in effort to get it professionally built and developed. You know how much damage a crappy employee can do. Similarly if you try being stingy with it or fail to treat it well, your website can turn out to be your worst employee. Choice is yours!