Richard Chapman brings you the latest conversion and analytics news, trends and blogs.
In a world where attention spans are shrinking – we write in 140 character tweets and share news in 10-second snapchats – could the art of storytelling be lost? Babar Suleman thinks not. In fact, he argues that storytelling remains an effective tool for persuasion - we just need to learn how to embrace it for the digital age.
Writing for the Crazy Egg blog this week, he details four design strategies he believes can turn your landing page into a one-page story:
Jennifer Pepper recommends you put your customers at ease, reduce friction and build trust with seals of approval in her Unbounce.com blog this week.
She explains how SSL and HTTPS provide strong visual clues to browsers that you’re serving up a secure page, while trust seals, such as GlobalSign, can boost conversion rates.
Placement also matters. Think about where the trust seal should be displayed, or if a HTTPS is enough for your audience. And remember, if you do go over to SSL, all elements of your landing page need to be secure, including videos and privacy policies.
OptimiseSmart provided a concise overview of how to reduce bounce rate with Google Analytics. It lists 11 methods:
Saying no or you can’t do that can be a risky business in the online world. Here is how you can deliver bad news in a good way:
And finally, this blog on Usertesting.com looks at how to alight your team’s voice and tone with a style guide. Creating a company tone of voice will empower your team to write and speak to customers more confidently.
He goes on to write about delivering relevant copy after the CTA with your post-landing-page copy, and the importance of good follow up to increase the chances of additional purchases and recommendations and minimise returns or complaints.
Jacob McMillen looks at why a call to action isn’t always what your customer wants. He argues the case for putting user experience (UX) ahead of CTAs to deliver a more positive website experience.
He explains how to get your customers to visualise using your product, and the value of talking them through the sales process. Step back and focus on the user and your CTA will have more power.
Read our previous CRO news roundup: Using Copy to Convert
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