Designing for conversions isn’t rocket science. It’s just the ability to design a website with particular ideas in mind. For this column we’re going to focus on some of the most powerful ways to make a site convert – emotion, unique value proposition and credibility. Master these three basic concepts and you’ll be rewarded with soaring conversion rates.
The life insurance lead generation site EFinancial.com came to us a few months ago with an all-too-common problem. Its site looked much like others in the same industry. While the generic domain name gave people some sense of name recognition, there was nothing else that differentiated the site from its competition. In the online world, that’s not a very good thing.
Combine that lackluster look with the fact that the company needs to collect good information from users to do business and you have a site in need of some conversion design magic. For EFinancial.com, our definition of a conversion is getting a user to fill out the form. And the goal, as always, is to get more people to convert.
So how can we make this site stand out from the crowd? Or at least, how can we get people to submit their information before leaving to scope out the competition? How do we stop users in their tracks? By creating emotion.
As your stereotypical guy, I’m not real emotional. I don’t do chick flicks and my monotone demeanor isn’t prone to outbursts. But as a marketer, I’ve learned to elicit, titillate and embrace my customers’ emotions. You see, if you can appeal to someone on an emotional level, the chances that they will engage with your product skyrocket. Remember, you don’t have much time to make your impression.
Here is something to keep in mind. Almost every new Web browser on the market offers some sort of tabbed browsing functionality. Now users can stay on one site while they open all their links in new tabs. What this means for marketers and website owners is that it’s now even easier for people to shop around online. I regularly watch users go to Google, perform a search and then open the top four or five results in new tabs. Then they quickly scan the results pages before picking which one they are going to use. This is a scary thought for many pay-per-click marketers because it means more clicks and potentially lower conversions. The call to differentiate or die has never been more compelling.
Show Me the Value
So let’s review the existing site. It’s easy to see that the form is the focal point of the EFinancial site, followed by the family photo and logo. While it’s good the form is front and center, the company is not taking the opportunity to talk about what makes it different from the competition. When designing on the Web, never forget to tell people what makes your organization better.
The EFinancial home page contains no real “about us” text and the main headline appears to be “Start Your Free Life Insurance Quote Here.” That’s hardly an argument for its service. In fact, besides the simplicity of the page, the site doesn’t do anything to sell itself.
I turned to Marty Weishaar, marketing director for EFinancial to find out what makes the company different. He explains that EFinancial definitely does offer some benefits such as being experts at closing tough cases. This is a great point because some people, because of their health, age, lifestyle, etc., have a hard time getting life insurance. This is an audience that should definitely consider working with EFinancial.
Highlight the Credibility
Next, it doesn’t operate on a bait-andswitch mentality, which is something that Marty tells me other companies are notorious for doing. According to Marty, EFinancial will really get you the rate they advertise. Again, this is a solid, unique value proposition and should be highlighted. And its technology automates many of the steps, which makes for a faster process from start to finish, thus satisfying the “let’s get this over with” life insurance shoppers.
Another thing I notice, and one of the points I consider to be low-hanging fruit in the conversion design process, is that the company has buried some strong credibility builders (VeriSign Secured, BBBOnLine, money-back guarantee and privacy notice) under the form and below the “fold” of the page. Study after study shows that having security seals in a prominent place really does boost conversions. While many of us in the online industry understand that these seals may not offer very much in terms of actually making a website more secure, their presence does make some percentage of users more comfortable with submitting their personal information.
Finally, if the goal is to get more users to fill out the form, lose the navigation. Assuming your traffic is fairly targeted, why distract them with links for home loans and auto insurance in the navigation? Getting rid of those will help keep users focused on the task at hand.
For the redesign, we’ve taken several steps to correct the issues identified above. First, we made the family photo larger, and selected a photo and headline that draws more attention to the child. Everyone knows that sex sells, but don’t forget the emotional impact of children as a sales tool. This new image is designed to grab the reader, as opposed to merely decorating the page. That covers the emotional aspect of the redesign.
Next we added bullet points that highlight the EFinancial value propositions and some basic “about us” text that was previously unavailable on the home page. Having and communicating a strong unique value proposition should be a priority for every Internet business owner. Next we moved all those credibility- building seals to the top of the page, where the space was being underutilized anyway, and we moved the carrier logos (AIG, Transamerica, etc.,) to a more prominent position. The security seals, privacy notice and familiar carrier logos should limit users questioning the site’s legitimacy.
Want your home page to be the topic of a future edition of By Design Makeover? Send your name, company, contact information (phone, email, etc.), a brief description of your business and its goals, and, of course, your URL to bydesign@sostreassoc. com. Please put “Revenue’s By Design Makeover” in the subject line.
PEDRO SOSTRE is pioneering conversion design and its ability to turn online shoppers into online buyers. He serves as president of Sostre & Associates, an Internet consulting, design and development firm, which also promotes affiliate programs on its network of websites. Visit www.sostreassoc.com to learn more.