Conversion Wednesday – Trick or Tweak

By Dan G

httpvhd://www.youtube.com/watch?v=8ZdEnKfIDZI

Halloween is fast-approaching. Let’s prepare our Tricks and Tweaks. In this segment, lets look at the tricks you can accomplish using javascript:

  1. Use javascript to hide unnecessary items
    Do you have a shipping or billing page that asks for way too much information? Try paring down the initial number of input fields the customer sees by adding a simple show/hide functionality for those optional input fields.

    Simply add a div around the fields you want to show/hide with an embedded style=”display:none;”, then add a toggle link above it with an onclick to call the toggle function (seen to the right here) that will toggle the display of these optional fields.

  2. Simplify Hover Tactics
    Instead of using duplicate hover images in your left or top nav, consider using opacity to change the shade of these images. Alternatively, you could also just revert to the tried-and-true underline-hover or background-color-hover functionalities. Any of these ideas can help reduce your site’s load-time by cutting down the number of images your site needs to load, and changing your image’s opacity could give you the same effect as the duplicate hover-image.
  3. Track recently-viewed items
    Have you ever found a product or web-page that you liked while surfing the net and couldn’t get back to it? Imagine this problem happening to your users! If your not already serving up the last 5 products viewed for each user on your site consider adding this convenient functionality for them in a side-widget or somewhere above the fold.
  4. Offer Search results on your category pages
    How good is your category page bounce rate right now? Are your category pages meeting the needs of most googlers who might land on these pages? Consider offering up to 5 or more internal search results on these category pages to help better-match what these folks are looking for. This task might also require some ajax or an iframe.

There are lots of tricks you can do with javascript on your site. These are just a few.

Now lets prepare our Tweaks:

  1. Use tabs to Consolidate Details and Information
    Are you trying to say too much on your homepage or product pages? Consider consolidating this information by using tabs to organize this information and also keep all of these topics available above the fold.
  2. Save bright colors for action items

    You’ve heard this one before, but I’ll mention it again. Reserve the colors that stand-out on your site for add-to-cart buttons, view cart links, and any major promotions you want to get attention.
  3. Increase Newsletter Signups by offering an incentive
    If you have something free on your site like a chart or blog that organically gets a lot of traffic, why not take advantage of this traffic by asking those folks to enter into you monthly newsletter? Using javascript, you could easily make this a quick pop-up or side widget in these high traffic areas of your site.. Alternatively you could also offer a discount or free gift with their order by signing up for your newsletter.
  4. Hide the left nav on your product pages
    Here’s a big, yet simple tweak, consider hiding the left nav on your product pages to help focus you shopper’s on the product at hand and simplify the messaging on these pages.
  5. Reduce Product Names to 3-5 words
    On some sites, I’ve noticed that some product names can end up turning into paragraphs! If you can, try to shorten these product names or put a limit on their length. By doing this, you can save real-estate on you product pages to help move other elements above the fold and you simplify your messaging.

Tweaks come in all sizes, Big or Small, you can collect them all.

So are you ready to TRICK OR TWEAK your site? Did you find any suggestions that could be of benefit to you? Lets Recap:

  1. Use javascript to hide optional input fields – If you have areas on your site where too many “optional” or unnecessary input fields are listed, definitely consider hiding them after the initial page-load to lessen the chance of overwhelming your customer. You can do this by adding a “display:none” around these optional fields, a quick toggle function and a toggle link.
  2. Offer an incentive for Newsletter Signups – If you have a high traffic page on your site that doesn’t translate into conversions, consider adding a popup or side widget on this page to increase your newsletter signups, alternatively you could also offer a discount or free gift for signing up to your newsletter.
  3. Track recently-viewed items – If you’re not already serving-up the last 5 recently-viewed items for each user, why aren’t you? This can make a world of difference when a shopper wants to get back to an item they’ve already seen and like.
  4. Offer Search Results on your Category Pages – Consider offering up to 5 or more internal search results on your category pages to help better-match what search-engine folks and new visitors are looking for.
  5. Simplicity with Tabs – Consider consolidating details and information by using tabs to organize this information and also keep all of these topics available above the fold on your homepage and category pages.
  6. Save Outstanding colors for Action Items – Reserve the colors that stand-out on your site for add-to-cart buttons, view cart links, and any major promotions you want to get attention. If you don’t your action items won’t stand out, and thus, will get less action.
  7. Simplify your Hover Tactics – Instead of using duplicate hover images in your left nav or top nav, consider using opacity to change the shade of these images. Alternatively, you could also just revert to the tried-and-true underline-hover or background-color-hover functionalities. Any of these ideas can help reduce your site’s load-time by cutting down the number of images your site needs to load.
  8. Hide the left nav on product pages – Consider hiding the left nav on your product pages to help focus you shoppers on the product at hand and simplify the messaging and real-estate on these pages.
  9. Reduce Product Names to 3-5 words max – If you can, try to shorten product names or put a limit on their length. By doing this you can save real-estate on you product pages to help move other elements above the fold and simplify your messaging.

So now, if you’re spooked a little bit because you realize your site could use some of this spooktacular advice and don’t have the time or effort to put into all of these “tricks and tweaks”, consider letting us do it for you! We can comb your site and pick out all of the major outlying issues. Repair them with specific tests for your site and procure and analyze the change’s overall effect, and then present you with the winning changes. It’s that easy!

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