Reducing website abandonment is not a perfect science. However, just because there’s no single right answer doesn’t mean there’s no method to a marketer’s madness. In today’s blog post, we’re going to take a look at a couple of visual tweaks that you can use to drive conversions, reduce abandonment, and ultimately generate more revenue for your retail website. While each test might not work for every single site, the guiding principles here are grounded in years of experimentation.
Reducing Website Abandonment by Narrowing Scope
No matter what your area of expertise, you’ve likely heard of the KISS principle. “Keep it simple, stupid” have been words to live by across dozens of industries and reducing website abandonment is no exception. Most retailers are passionate about what they sell and with that passion comes a hefty dose of enthusiasm. It’s dangerously easy to get lost in that enthusiasm and try to tell the consumer about every detail of your product. However, when a customer is overloaded with images and information, your presentation gets cluttered and people start to abandon. It’s time to narrow your scope with a couple of rules:
Rule #1: Reduce Clutter
Whether it’s a landing page for a specific campaign or index for your site, there’s no excuse for clutter. You may want to show off your newest batch of product photography and you may want to give every little detail about your newest offer, but stuffing it in a single space is not the way to go. Put yourself in the consumer’s shoes and look at your content from the perspective of the completely uninitiated. Which value propositions are most enticing? What’s missing? Refocus your design, from text layout to images, around a small handful of themes. Your customers and their de-cluttered eyes will thank you.
Rule #2: No Competing Calls-to-Action.
The best path to conversion is a simple one, and the simplest path to conversion is linear. Giving your users a single direction is a great way to reduce website abandonment and, as a result, increase conversions. A study from Visual Website Optimizer illustrates this point clearly. In the study, a company presented users with two options: download a demo or buy a product. By removing the “buy now” option and focusing exclusively on driving demos, the company experienced higher demo downloads and higher clickthroughs to the pricing page. A single CTA stands often performs better than providing users with a branching pathway.
Color and Conversion: Product Page Abandonment
A Question of Contrast
Don’t panic; we’re not going to talk about which colors draw the most conversions and which compel users to return to the search engine from whence they came. While there is no single, correct answer to the question of, “which colors will reduce website abandonment?” there are some helpful fundamentals to follow. The first, and arguably most important color-related tool in the marketer’s arsenal is to make the most important elements on the page stand out. The immediate conclusion most marketers come to is making a page’s primary call-to-action an eye-catching, contrasting color that’s within the company’s brand palette. Most of the time, this idea pans out splendidly. However, sometimes it pays off to play with colors outside of the norm.
For example, if we take a look at these two versions an American Eagle product page, it’s plainly obvious which button draws the most attention.
In this case, the button used for the orange isn’t found anywhere else on the page. The bright orange is reserved exclusively for buttons that move the user through to conversion, from “Add to Bag” to “Checkout.” This isn’t a claim that using orange drives conversion, but using such a bright, warm color against an otherwise muted design undeniably draws the eye.
Site Abandons and Trust
Outside of design strategies, one particularly important visual tweak you can make to your site is the addition and placement of trust symbols. With constant reminders of the threat of identity theft, it becomes difficult to know exactly who you can trust online. Visual indicators from known security brands let users know, at a glance, that a site can be trusted.
Unfortunately for retailers, part of what makes these symbols worth trusting is the fact that companies must back up their claims with an annual premium before displaying a badge on their site. The most trusted image as studied by the Baymard Academy is Norton Secured powered by Symantec, which starts at about $399 per year. However, for some companies, the addition of a trust symbol generated some serious results.
Although every website is unique, these principles broadly apply to each and every one. In some cases, taking a look at a page’s design with a fresh perspective and implementing changes in color and clutter has cut abandonment rates in half. There will never be a “perfect website,” but the point of testing is to bring you closer with each study. To learn more about reducing website abandonment and optimizing your traffic, contact UpSellit.
Written by Joe Rosenthal