In previous newsletters, we’ve often focused on large alterations that involve rewriting copy, or transforming the navigational paths of a site. However there are situations where, due to budget constraints or various other technical limitations, only minimal changes can be made. This was the case with the Worldwide Experience site, so we set about demonstrating how the most subtle and basic rearrangements can also help to improve the conversion rate of a site.
Signposts
To pass the Lead Generators’ infamous site conversion test, headings on a website must be clear from a distance, and immediately show the visitor that they have found what they are looking for. Though the title font on this website is quirky and attractive, it does not meet this criterion. We have used a simple, upright font, emboldened and made slightly larger so that readers immediately know that they have found what they were looking for.
Manipulating Existing Copy
As previously mentioned, it may not always be possible to drastically alter the content of a site, nor is it always necessary to do so. The existing Worldwide Experience copy is certainly exciting and inspiring, but there is an awful lot of it; some parts of it are more useful than others and should be rearranged as such.
A brief abstract outlining the experiences available in mouth-watering sales speak will be just enough to prove to readers that they are in the right place, and the following tit-bit, describing the location of the park within South Africa, serves to inform and entice them further. If the reader wants to know more, then more information can be found at the bottom of the page rather than in the optimum ‘eye level’ position. Ideally however, if they want to know more they will make an enquiry, and so the calls-to-action come into play.
See for Yourself
For many, a picture speaks volumes and, for these people, a photo gallery is just the thing to push them from curiosity into interest and excitement. A well-chosen selection of images delivers a very clear message whilst taking up less space and capturing the imagination much more successfully. It is also useful in creating a page break, dividing up reams of text and allowing for another strategically placed call to action.
Calls-to-Action
Whilst the original Worldwide Experience page provides several ways to get in touch, they are somewhat difficult to find. Once your titles and your copy have worked to persuade your reader that you have exactly what they are looking for, you must get them to make contact with you. To this end, immediately below the sales copy, we have included a bright and bold call-to-action, consisting of a telephone number and an online enquiry form. This is repeated at intervals further down the page, encouraging the reader to make contact at every opportunity.
See the Results
This site is bursting with exciting and interesting information, but condensing it into one large body of text can cause the reader to hit something of a brick wall and shy away from it. In picking out the most relevant and effective information and making this stand out right from the outset we have ensured that their attention is not just caught, but retained. This makes it all the more likely that they will respond to the various calls-to-action, and in turn will hopefully lead to an increase in bookings.
The client has just recently implemented this on just one page of their site in order to monitor the results. We look forward to hearing some good news!
Travel, Cat Litter and Infidelity
Site Conversion Analysis - Worldwide Experience
