Kejun Xu
April 9 2:45PM
Conversion Rates: Small Design Tweaks That Make a Difference
It’s not uncommon to hear comments like “Our largest problem today is
introducing new products that do not appeal and that people do not buy (Barnes,
2006).”
When it comes to conversion on the World Wide Web, for companies whose business
model is based on membership subscription fees, conversion is a key to the
business. Why do people come to your site and register as a member? Why do your
users fill out the first page of the registration and quit on the second page?
Why do they hesitate? What makes them convert and what doesn’t? What can we
do to make them convert?
This presentation will talk about rhetoric as an art of persuasion and how you
can utilize ethos, logos, and pathos to optimize your site’s conversion, web
credibility, and your users’ willingness to buy.
The author will also discuss the brain theory to explain human beings’
decision making and their online purchase behavior.
With these two theoretical frameworks, best practices with proven successful
examples for conversion optimization will be offered:
- Professionalism
- Usability
- Answer users’ questions
- Call to action but push soft
- Web real estate above the fold
- Social validation
- Provide a unique user experience
Attendees at this session will:
- get to know how we can apply the art of persuasion to web design;
- understand user motivations and behaviors from a scientific nero level; and
- benefit from the best practices about optimizing the conversion rate.