By Tom Polanski, EVP, eBrand Media and eBrand Interactive

We’ve recently completed an analysis of the website of a nationwide brand. The company was under the impression that it was their media plan needed optimization, when in fact, we proved that it was the web site that was failing them. They’re getting targeted, motivated traffic but the site is not converting. The return on ad spend could be greatly enhanced for many, many companies if there was an internal commitment to test and optimize the website. We’ve learned that there are at least a few reasons why companies don’t:

1. Ego investment – The site was built in-house and leadership within the company is adamant that nobody knows their business like they do.

2. Hubris – Nobody would be foolish enough go into court without expert representation yet many think that they can go into the marketplace on their own. The thinking is that all one has to do is copy what they think is working for their competitors. What we often find here are competitors cannibalizing each others bad ideas. In addition, since we’re marketed to all day long it’s relatively easy to be seduced into thinking we’re experts by osmosis. 

3. Lack of in-house resources needed to change and test.

4. Ignorance – An inability to associate website analytics with the causes and conditions that are degrading the sites conversion rate. Moreover many don’t even know that their conversion rate is lower than the industry standard. Ignorance breeds risk-aversion and fear.

The analysis eBrand Media conducted was for the purpose of identifying friction points that create anxiety and reduce site stickiness. The site in its current configuration is confusing and difficult to navigate. One must remember that end-users approach new sites with varying degrees of trepidation and will give a site less that a second before forming an opinion about the site i.e. ease of navigation, credibility and aesthetics.

“TORONTO (Reuters) – Internet users can give Web sites a “thumbs up” or “thumbs down” in less than the blink of an eye, according to a study by Canadian researchers. In just a brief one-twentieth of a second — less than half the time it takes to blink — people make aesthetic judgments that influence the rest of their experience with an Internet site. The study was published in the latest issue of the Behavior and Information Technology journal. The author said the findings had powerful implications for the field of Web site design. “It really is just a physiological response,” Gitte Lindgaard told Reuters on Tuesday. “So Web designers have to make sure they’re not offending users visually. “If the first impression is negative, you’ll probably drive people off.”  In the study, researchers discovered that people could rate the visual appeal of sites after seeing them for just one-twentieth of a second. These judgments were not random, the researchers found — sites that were flashed up twice were given similar ratings both times.”

We’ll discuss in coming articles the essential elements we’ve learned will increase conversion rates so that every dollar invested in marketing is put into a position to return an investment. It’s not sensible to spend more money on advertising a site that isn’t converting browsers into buyers at an optimum rate. Look at fixing the site first.

In our experience, there are two types of people: 

Buyers – They already know what they want and are looking for the quickest, easiest, and safest way to get it and go.
Browsers – They’re harvesting information. They may have ideas about a purchase but need more convincing, or they’re simply “window shopping.”

To optimize conversion rates on a retail site, you must not only understand the elements and factors on the page, you must attempt to understand the “logical sequence of thought” in the mind of each type of visitor.

To give Buyers the opportunity to convert into a sale, the site’s design should answer these questions related to a Buyers sequence of thought:

• Is this the place?
• Where is it (the thing that persondesires to buy)?
• Is it easy to find?
• Are there too many obstacles (most often choices) for the user to overcome in order to buy?
• Does the buyer have to take too many actions in order to locate and buy?
• Is this really the best price for it?
• Is it safe to buy from your site?

To turn Browsers into Buyers, a site should answer these questions related to a Browsers sequence of thought:

• Can you solve that person’s problem or fill their need?
• Why should that person buy from your company instead of from your competitor?
• What incentive are you offering that person to buy right now?
• Can that person trust you?
• Will that browser find your site easy to navigate?
• Does your site look overwhelming and intimidating? (If so, simplify it)
• Will that person be able to quickly digest information about the product/service they’re looking for? It’s important to help the browser to define what they’re looking for exactly. Do your category and product pages have well-written and informative descriptions (above the selection and check out choices) that are motivational?

When a site effectively answers these questions with its design, it’s more likely to connect and achieve a higher conversion rate.

Please keep your eyes open for more articles regarding this topic…chances are you’re wasting advertising dollars everyday.