Too many online choices

What the He!# is Usability, and How Can it Help Me? Part 2 of 2

On our first usability post in December, we talked about three ways to increase usability on your website. We’re picking up where we left off, and giving you three more ideas to test, and possibly integrate into your site to encourage your customers to take action.

1. Choices: Have you ever stopped by one of the taste testing stands at the grocery store? Well, people are drawn in by options, but they don’t usually Too many online choicespurchase if there are too many options. Cult tip: apply this to your ecommerce store or landing page. Think about how many products you’re showcasing on a given page. General rule of thumb: show 3-4 products for optimal conversion. Make sure to include filters and easy-to-use search options to allow your customer to find exactly what they’re looking for. After all, in order to achieve your conversion goals, you have to give your customer exactly what they’re looking for.

 

2. Reciprocity & Concession: Reciprocity is considered as a strong determining factor of human behavior.  Lead generation is extremely valuable for most of you, and the forms you use on your website to generate leads directly relate to reciprocity. Cult tip: if you’re trying to get a user to fill out a form, offer them something of value. You show them what they want; they give you what you want.  It’s a win-win. This concept works well if you have free samples to give away, monthly drawings, or engaging, useful content (white papers, ebooks, etc.).

 

3. Similarity, Attractiveness, Association: Let’s face it; we all enjoy being around like-minded people.  Our social & professional groups, gyms, office (for the most part) all resemble people like YOU.  Our associations with people who we can relate to help us feel comfortable, and lead to taking action.  Cult tip: define exactly who your customer is that you want to take action.  Where do they live, what do they do for fun and what might they look like?  Use images that resemble your target customer, and tell stories they can relate to.  If your product or service solved a problem for someone they can relate to, likelihood is that they will want that same solution.