Optimising website content for conversion
Creating and structuring content on a web page can be challenging for websites that focus on selling a service or product that has a more considered purchase cycle as opposed to being able to be purchase directly through a website as a one-off (shoes, phones, ticket etc). With these smaller product-based e-commerce websites, structuring each page is relativity simple; you know that the goal of the site is to sell as many of these products as possible so the content strategy can be a case of outlining the key benefits of each product.
With a non-transactional website, it’s often a little bit more tricky and therefore we have to do some further investigation to find out what the specific goals of the site are, and what in their context can be considered a “transaction” for users when they are on the site? When it comes to these type of sites we also need to define not only what we want to say but also in what order we need to say it so as to maximise conversion.
Establishing Desired Actions
When considering a transaction on a non e-commerce site we firstly consider what is the most useful method of communication; is it a phone call, or form to be filled out on the site, or maybe just a linked email. Secondly, we should consider which action is most likely to satisfy the user so that they have made the appropriate contact in order to get their needs met for the next stage of the interaction. Consider if the action that is required is time critical (for example a dentist), we should probably push the user to a phone call, however for more complex purchases it is probably to allow the user to request a call back by filling out a form on the website, possibly including the ability to specify a particular time and day that is convenient to them. The use of forms can be extra useful in these cases because they allow for the ability to collect extra information from the customer which then allows for a better quality conversation when the call back is made.
Now that we have established the desired contact outcomes, we need to establish what kind of information the customer might need to make the desired action. We can now break down the information the customer needs into some main categories; Price, Options, Reliability, and Convenience or P.O.R.C for short.
Customers want a fair price when purchasing a product or service. Usually, low prices will draw in many customers, although people ultimately want value for money. It is important for a price to match the quality of the product or service that the business is selling. For example, if a jewellery shop sells rare diamonds, customers will expect a high price. In this instance, having a low price could put people off. Similarly, if you are selling a high-priced service you need to justify what the customer will get for their money.
Reliability relates to the standard of the product or service being offered. Customers always expect some level of quality, no matter how much they pay for a product or service. Generally, those paying a low price will expect a lower level of quality and those paying a higher price will expect a higher level of quality. For example, if a person buys a high-end product for $1000s of dollars, they want to know that their investment will stand the test of time.
Choice is very important, many businesses have a range of products and/or services available to suit different groups of customers. Customers have different needs and desires when buying items. It is key to show the range of products and services your business has to offer potential customers
Customers and consumers want convenience and are often willing to pay more for it. Convenience relates to something being easier, quicker, or generally less hassle for customers. It is key that you let the customer know what the process of working with your business is going to be like and outline any added benefits that your company offers in order to make their life easier.
Following this structure will not guarantee a conversion on the site as there are obviously many other factors involved, however, ensuring these key points are outlined across your site will ensure you have given yourself the best chance of making your best case to potential customers.