Whether or not a customer buys on a website or gives his data depends on many different factors. Experts agree, that usability in particular has a major impact on the conversion. Anyone who makes mistakes here leaves money behind and loses a lot of potential. It is not so difficult to design the website in such a way that potential customers build confidence and are ready to take the next step.
Anyone who has been running websites for a long time is somewhat blind in terms of design and usability. We, who are online every day, and who move us safely on all offers, do not perceive much more, which causes problems for normal users. If, for example, texts are not formatted, this does not cause us problems with reading. At most, we think that formatting still has some SEO potential. A traditional user, who is simply looking for a date, but perhaps he is struck by the text and has problems reading it. For fear that they may not be able to hide information on membership, he waits his application and moves on to the next offer. With a few paragraphs, headings and things like that could be easily counteracted.
Another mistake that many of us do not even notice is that it is difficult to see where it really is. Many websites offer a lot of information, great pictures, videos and the like – but they hide the link to the login. This should always be an eye-catcher and should be reached with just one click without being too pushy. There are usually some A / B test necessary to find the best solution, but the effort is worth it.
Anyone who now thinks that these tips all take heed and that it is time to try something completely new, you can only advise against the idea. Whether it’s design or build-up: never go too far from the standard, if you want to sell. Users learn with each site they visit, how something works. And at some point they are satisfied to control everything. If they come to a place where everything is suddenly different, they lose their security and go back to where they know almost blindly. Too many experiments, therefore, distribute the customers and are only recommended in such areas, where the users can deal with it and the conversion does not necessarily play an important role.
