{"id":1035,"date":"2017-09-14T17:31:01","date_gmt":"2017-09-14T15:31:01","guid":{"rendered":"https:\/\/capturly.com\/blog\/?p=1035"},"modified":"2024-02-09T15:28:41","modified_gmt":"2024-02-09T14:28:41","slug":"5-usability-tips-that-affect-conversion-rates","status":"publish","type":"post","link":"https:\/\/capturly.com\/blog\/5-usability-tips-that-affect-conversion-rates\/","title":{"rendered":"5 Usability Tips That Affect Conversion Rates"},"content":{"rendered":"

Having a webshop that drives traffic is one thing. There’s nothing really special about it. It\u2019s basically opening a store in a crowded part of the town. You fire up your marketing and people start visiting you.<\/em><\/p>\n

How neat is that?<\/p><\/blockquote>\n

Too bad if they do a 180 degree turn and leave without any indication of interest. It turns out that getting visitors is just one side of the coin. Keeping them interested, motivating them to perform certain actions and go through your funnel are the real deals.<\/p>\n

The first thing you have to understand is pretty obvious but somehow many website owners forget it<\/strong>\u00a0after they get blinded by greens.<\/p>\n

It\u2019s all about the customers and their experiences! If they land on your webshop or landing page, they might be just curious without any certain intentions. However, that\u2019s the first step. If they consider the time spent there rewarding or see the opportunity to solve their problems, you\u2019re on track.<\/p>\n

Now you might think that’s why conversion optimization tools \u2014 like a scroll heatmap<\/em><\/strong><\/a> or a click heatmap<\/strong> \u2014 were invented. This is partially true.<\/p>\n

BUT<\/p><\/blockquote>\n

The thing is that\u00a0usability <\/strong>and conversion optimization<\/strong> are both required to increase the conversion rate<\/strong> of a website, webshop, landing page.<\/p>\n

Conversion optimization is all about the company<\/strong> willing to achieve certain goals. But the way usability works is that it focuses on the goals of the visitor<\/strong>. It aims to predict how the user will interact with the design.<\/p>\n

Usability is about cutting a path in the jungle for your visitors by making your website transparent, predictable and easy to navigate.<\/p><\/blockquote>\n

Tip #1 The myth of the\u00a0fold\"heat<\/h4>\n

Source: nngroup.com<\/a><\/p>\n

There has been a lot of confusion around this topic over the last couple of years.<\/p>\n

Some say the above the fold<\/strong><\/a> section is still the most valuable part of your website and this is where\u00a0you should focus your \u201cfirepower\u201d. According to a study by Nielsen Norman Group, if you place certain elements 100 pixels above and below the fold, the upper part can draw up to 102% more attention<\/strong><\/a>.<\/p>\n

The thing is that there is more variety in screen sizes than 10 years ago. Just take mobile screens for an example and how popular they\u2019ve become. Long pages and scrolling with your thumb have changed the way people interact with interfaces. Apple even removed the scrollbar in some cases, and since people do scroll, the below the fold area can be just as valuable<\/strong><\/a>.<\/p>\n

According to a tweet from Luke Wroblewski, On mobile platforms, around 50% of the users scroll down<\/strong> more than 250 pixels<\/strong> if the page loads slower.<\/p>\n

\u201c this means many users are not seeing what is \u201cabove the fold\u201d on\u00a0mobile\u201d<\/p><\/blockquote>\n

\"website<\/figure>\n

In his article called \u201c<\/strong>There Is No Fold<\/strong><\/a>\u201d<\/strong> he points out that it\u2019s not enough to put a giant Call To Action (CTA) button in front of the visitor as soon as he\/she arrives and wait for the magic to happen.<\/p>\n

In my opinion, the truth is somewhere in between<\/strong> NNGroup and Wroblewski. The above the fold section still matters, however, there\u2019s really no point in squeezing everything in one place.<\/p>\n

Think about the fold as a responsive element<\/strong> of your page. Focus on the actual content. The more added value it holds the better your chances are. People like to see what they get for their invested time. Make sure\u00a0that you’ve included checkpoints<\/strong> that grab attention so when the visitors scroll it stops them from just skipping. A well-presented footer<\/strong> is also a valuable part of your website so don\u2019t ignore that.<\/p>\n

So \u201cDon\u2019t Just Tell Them, Show Them<\/a>!\u201d\u200a\u2014\u200aJesse\u00a0Marlow<\/p><\/blockquote>\n

With the right motivation, people will explore your site, and if your above the fold section is appealing also, only then will it \u201cclick\u201d for\u00a0them!<\/p><\/blockquote>\n