{"id":8410,"date":"2019-11-28T15:34:54","date_gmt":"2019-11-28T15:34:54","guid":{"rendered":"https:\/\/www.gosquared.com\/blog\/?p=8410"},"modified":"2020-02-27T10:39:31","modified_gmt":"2020-02-27T10:39:31","slug":"website-conversion-user-experience","status":"publish","type":"post","link":"https:\/\/www.gosquared.com\/blog\/website-conversion-user-experience","title":{"rendered":"How to increase website conversion without violating your user experience"},"content":{"rendered":"\n
\"\"\/<\/figure>\n\n\n\n

It\u2019s a competitive world, and businesses are trying harder than ever to ensure visitors that reach their website become customers of their product.<\/p>\n\n\n\n

The problem with increasing conversion on your website is it\u2019s often at odds with improving the experience of your website.<\/p>\n\n\n\n

Think of how many blogs and websites you\u2019ve been to lately that are rendered unusable because of the pop-ups, slide-overs, exit-intents, and whatever-else that have punched you in the face as soon as you try to read the content you originally came for. We\u2019ve written about designing successful landing pages<\/a> before, and none of these things make the cut. <\/p>\n\n\n\n

This is not the internet we want to experience as consumers. And it\u2019s not the internet we want to provide as businesses.<\/p>\n\n\n\n

So is this the only way? Or can you convert visitors into customers without committing crimes against the user experience?<\/p>\n\n\n\n

What\u2019s your end goal?<\/h2>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n

It often helps to zoom out when thinking about conversion.<\/p>\n\n\n\n

Rather than trying to ensure every single website visitor becomes a paying customer, we try to think a little more high level.<\/p>\n\n\n\n

Who do we want our customers to be?<\/p>\n\n\n\n

What do we want them to feel when they think about GoSquared?<\/p>\n\n\n\n

How do we ensure we stand out in a sea of crowded competitors?<\/p>\n\n\n\n

Thinking about these higher-level questions can help you realise \u2013 \u201cno, we don\u2019t need to convert visitors to customers straight away.\u201d Actually, it turns out providing value and giving a great experience at every step of the journey, and not selling too soon \u2013 those are the essential things.<\/p>\n\n\n\n

It\u2019s better to build a relationship than have a one-night-stand<\/h2>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n

As in real life, relationships take a long time to build.<\/p>\n\n\n\n

Think about the more significant purchases you\u2019ve made in the last few years \u2013 how did they come about? Was it a quick Google search, and then an insta-buy? Probably not.<\/p>\n\n\n\n

Chances are the more you were spending, the more you deliberated the purchase. You likely read multiple reviews and asked other people for their opinions. You probably spent a bunch of time looking up competitors and checking out their respective websites.<\/p>\n\n\n\n

Your ultimate buying decision likely came down to more than just cost. It probably came down to how you felt about the company that made the product. And the quality of what they do, and the trustworthiness of their organisation.<\/p>\n\n\n\n

These values don\u2019t get built overnight.<\/p>\n\n\n\n

Don\u2019t throw your brand and values away for a quick buck.<\/p>\n\n\n\n

No one likes to be tricked.<\/h2>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n

It can be easy to underestimate the intelligence of your audience. Especially when they\u2019re often anonymous \u2013 just represented by charts and graphs in your analytics tool of choice.<\/p>\n\n\n\n

But in reality, if you produce good content \u2013 genuinely helpful content \u2013 real people will read it. Real, smart people. Don\u2019t frustrate them and make an enemy of them by nickel and dime-ing them with short-term tactics like in-your-face modals that make you seem stupid for saying no to a newsletter.<\/p>\n\n\n\n

Tricks don\u2019t work when it comes to building a loyal customer base. Don\u2019t start the customer journey with one.<\/p>\n\n\n\n

Increase conversion without compromising user experience<\/h2>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n

Here\u2019s a few techniques we\u2019ve been using at GoSquared to increase conversion without ruining our user experience.<\/p>\n\n\n\n

Engage in conversation with visitors<\/h3>\n\n\n\n

It\u2019s no secret; we love to chat. We\u2019ve seen website conversion shoot up since we started using Live Chat on our site. While not every conversation leads to a signup, the amount we learn from each and every chat leads back into the design and copy we create for every page on the site.<\/p>\n\n\n\n

Make it easy to get to key info<\/h3>\n\n\n\n

Often, the need for horrible conversion tactics is caused by poor design and a lack of information architecture.<\/p>\n\n\n\n

If you make it easy for visitors to find the information they need and reassure them of any concerns they have, then the need for cheap-shot conversion hacks is reduced.<\/p>\n\n\n\n

If a visitor doesn\u2019t have to scramble around looking for a refund policy \u2013 if it\u2019s made clear in the place they are asking the question \u2013 then there\u2019s less need to push them aggressively to sign up or buy in the moment.<\/p>\n\n\n\n

Often these moments can only come out of extensive research. Take the time to run a user test or two to find out if there are particular weak areas of your site.<\/p>\n\n\n\n

Ask for an email address \u2013 don\u2019t force it<\/h3>\n\n\n\n

We genuinely believe that if people want to get our content or try out the GoSquared platform, they\u2019ll find a way. Once they\u2019re convinced, as long as we make it easy, they will give us their email address. That\u2019s why we don\u2019t force you to give us an email address or take over the page with a horrible splash screen to push you over the edge.<\/p>\n\n\n\n

Perhaps we could increase conversion by employing dirtier tactics, but that would simply lead to our most valued visitors \u2013 the ones who care about quality \u2013 to be sick in their mouths. And that\u2019s the last thing we want.<\/p>\n\n\n\n

Let them leave <\/h3>\n\n\n\n

There are classier ways of diverting a visitor exiting that a full-page takeover pop-up. <\/p>\n\n\n\n

Try a chat prompt or on-site message<\/a>. Ask if there\u2019s anything they were hoping to find but couldn\u2019t. Ask if they\u2019d like to keep up to date with content similar to what they\u2019re already reading. <\/p>\n\n\n\n

The vast majority of customers don\u2019t become customers the first time they visit your site<\/a>. This makes retargeting an essential aspect of helping visitors to remember you and nudging them towards becoming customers. It\u2019s not the end of the journey if your visitor leaves the site \u2013 it\u2019s just the start of the next phase. <\/p>\n\n\n\n

Use data-backed automated email <\/h3>\n\n\n\n

One of the ways you can go about retargeting these visitors<\/a> is through email. Your audience \u2013 those people who have signed up to your updates or newsletter \u2013 are all potential customers. <\/p>\n\n\n\n

But here\u2019s the thing: no one likes being pushed into a sale. It\u2019s a horrible feeling of being a bit duped mixed with buyer\u2019s remorse. That\u2019s not exactly a great starting point for a customer relationship. <\/p>\n\n\n\n

Sending fewer emails can help you to avoid this forced feeling. Flooding someone\u2019s inbox isn\u2019t the way to convince them to do business with you. <\/p>\n\n\n\n

We\u2019ve been building our own marketing automation<\/a> product and have realised that sending fewer emails is actually better for everyone. As long as they are personalised and targeted to the right people<\/a>, you won\u2019t see a drop in outcomes. In fact, you\u2019ll likely see a lift in replies and conversions.<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s a competitive world, and businesses are trying harder than ever to ensure visitors that reach their website become customers…<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1584],"tags":[1291,1251],"class_list":["post-8410","post","type-post","status-publish","format-standard","hentry","category-sales","tag-increase-conversion","tag-user-experience"],"yoast_head":"\nHow to increase website conversion without violating your user experience - GoSquared Blog<\/title>\n<meta name=\"description\" content=\"Increase website conversion without degrading your website experience. 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