I read an interesting article on Inc.com today that described how two companies, Stamps.com and Jigsaw Health boosted their website sales conversion rates by 10-20%. With the help of two separate consulting companies OTTO Digital and Future Now), both Stamps.com and Jigsaw Health increased their conversion rates and turned web browsers into web buyers simply by testing various design and copy elements on their websites until they found the combination that worked.
Based on these results, it seems like online retailers should definitely invest in testing the design and copywriting on their websites. Simple changes could turn window-shoppers into customers.
Here are just a few of the copywriting changes made by Stamps.com and Jigsaw Health that helped them boost their conversion rates:
- Explain what you do
- Clarify the offer
- Make the call to action clear
- Think small (in my words, this means keep it simple)
- Create urgency
- Remove clutter
And here are a few of the design changes that drove conversion rates higher for Stamps.com and Jigsaw Health:
- Put the logo on the top left
- Find the perfect image
- Keep viewers on the page
- Make it easy for customers to buy
It's amazing how the right combination of these simple changes had such signficiant effects on two very different websites. Check out the full article on Inc.com for more details about the modifications made to the Stamps.com and Jigsaw Health websites. Remember, even small changes can make a big difference to your customers.
Comment Preview