Q: A visible highlight of product or service benefits over features

In successful brands, consumers’ decision-making process is primarily driven by pre-planned marketing psychology. Consumers tend to care more about the ‘why’ part of using your product than the ‘what’ part. People are searching for solutions to solve their problems and that is why they consider your service or product. Give them powerful reasons why they should purchase it. Clearly explain how your product will be helpful for them. Why do they need those features? Sell to your prospects’ emotions by emphasizing the benefits over features and make sure they are visible so that they don’t have difficulty finding them.

Question 1

Fast-loading internal pages for a better on-page UX

Accepted Answer

47% of visitors expect web pages to load in 2 seconds or less. Even a 1-second delay causes a 7% reduction in conversions. That is why optimizing your internal pages to load faster is crucial to make visitors stay longer on your website and move down in the marketing funnel. You may try to make use of 3rd party tools like Instant.page to preload the internal links when users hover over the link before they click it, which makes pages load instantly when clicked. It ensures that the internal pages load faster and so an optimal on-page user experience is achieved.

Question 2

A visible highlight of product or service benefits over features

Accepted Answer

In successful brands, consumers&rsquo; decision-making process is primarily driven by pre-planned marketing psychology. Consumers tend to care more about the &lsquo;why&rsquo; part of using your product than the &lsquo;what&rsquo; part. People are searching for solutions to solve their problems and that is why they consider your service or product. Give them powerful reasons why they should purchase it. Clearly explain how your product will be helpful for them. Why do they need those features? Sell to your prospects&rsquo; emotions by emphasizing the benefits over features and make sure they are visible so that they don&rsquo;t have difficulty finding them.

Question 3

Repeated and attention-grabbing CTAs within long pages

Accepted Answer

Your call to action must be the focus of your copy. Use and repeat the same CTA depending on the page length. CTAs shouldn&rsquo;t be too frequent to disturb visitors. They shouldn&rsquo;t be too infrequent either, or you risk losing their attention. Make it easy for visitors to find the call to action without having to look for the button. Find the balance by trying out the following technique. Scroll your webpage on a laptop and see if there is more than one repeated CTA on the screen while scrolling. If repeated CTAs appear on the screen, then you should reduce the number of them.

Question 4

Placement of proofs of trust closer to calls to action to encourage visitors

Accepted Answer

The placement of a call to action and the elements around it plays a critical role in encouraging visitors to take action. Consumers are more likely to take the desired action, like making a purchase, when they see trust symbols and social proof near or on the CTA. 79% of people say that social proof highly impacts their buying decision. Incorporate trust symbols such as numbers, testimonials, reviews, guarantees, trust badges closer to your call to action to take advantage of the social proof psychology. E.g. &ldquo;Join over 10,000 marketers.&rdquo;

Question 5

Use of a narrow palette of colors to make the CTA stand out

Accepted Answer

In terms of colors, your aim should be to make the CTA stand out. If the background color of your CTA is in low contrast with the button text, it will be less visible. Increase visibility by choosing high-contrast colors. Try to stick to a narrow palette of up to 4 main colors on a webpage and make sure your CTA stands out from the rest of the page with a unique color. A/B test the button color to determine the color that converts the best.

Question 6

Easily understandable and meaningful headlines for value propositions

Accepted Answer

The headlines of value propositions need to be simple and to the point. Avoid the use of jargon, slogans, buzzwords, and verbosity. Instead, keep it simple and emphasize a specific benefit that addresses your prospects&rsquo; needs. How does your brand benefit them? What makes your brand special? Explain why they should prefer your brand over your competitors and make it crystal clear right from the start. Headlines must deliver the exact value provided by your product. Also, the value propositions should be relevant and unique. E.g. Uber: &ldquo;Get there: Your day belongs to you&rdquo;The headlines of value propositions need to be simple and to the point. Avoid the use of jargon, slogans, buzzwords, and verbosity. Instead, keep it simple and emphasize a specific benefit that addresses your prospects’ needs. How does your brand benefit them? What makes your brand special? Explain why they should prefer your brand over your competitors and make it crystal clear right from the start. Headlines must deliver the exact value provided by your product. Also, the value propositions should be relevant and unique. E.g. Uber: “Get there: Your day belongs to you

Question 7

Clearing visitor doubts via modal windows with an open privacy policy, terms & conditions, and FAQs

Accepted Answer

According to Salesforce research, 72% of customers would stop purchasing from a company or using their service due to privacy concerns. It is critical to clear visitors&rsquo; doubts about your product or service and company privacy policy so that you can convert them into customers. Displaying privacy policy notices, terms and conditions, and specific FAQs on a modal window or popup can be helpful for that end. Although there is no exact evidence for this, it is a beneficial practice to prevent visitors from leaving without purchasing the product. This is an ideal practice especially if your product is low touch and direct to the consumer, rather than a high touch product for which prospects take a longer time to decide. Consider using a simple popup tool like Popupsmart.

Question 8

Embedding a muted autoplay video in the hero section

Accepted Answer

96% of consumers say that product videos impact their online buying decisions. Try adding an autoplay video in the hero section, mute, and caption it. This tactic may work well for some, while some wouldn&rsquo;t consider auto-playing optimal. Use it at your own discretion but it is worth trying. Also, instead of showing the whole video, you can show a selected clip and add a &ldquo;Watch The Video&rdquo; with an overlay. Hero background videos are highly popular and effective. Forbes stats show that embedding a hero background video on your website can increase conversions by 80%.

Question 9

Incorporation of photos with human faces in designs to elicit emotional responses

Accepted Answer

People tend to be more connected with human face photos than they do with object images. A/B test using photos with human faces and object images to see which one converts better for your website. Just be careful when using stock photos. Stock photos are too overused and notorious for their fakeness. Optimizing for compelling visual elements on a webpage generates up to 94% more views. Try to take real photos of real people if possible. If not, then prefer relatively less-used stock photos. You can do a reverse image search with TinyEye to see how many times the stock photo was used or simply drag and drop the image to the Google image search box.

Question 10

Use of the photos of real team members to increase the credibility

Accepted Answer

It is crucial to create a connection between your prospects and your brand. Break the cold wall in between by using photos of your real team members. This will boost trust in your brand and helpbuild a loyal customer base. Potential customers often care about your brand values and the people behind the brand. Just make sure you never substitute stock photos as team member photos. It is very easy to do a reverse image search and find out that they are not actually your team members. If you are unable to use real team member photos, it&rsquo;s better not to include one.

Question 11

Asking for feedback to see website issues clearly

Accepted Answer

Feedback is vital to detect issues with your website or service and improve performance accordingly. Try asking people to give you feedback through a survey popup. You can use Popupsmart popup builder for it. Or try hiring real people to give you feedback. Use tools like Userinput.io for testing services or UserBob.com to get short videos of people using your website. This way, you can explore your site&rsquo;s usability problems, bugs, errors, user interactions and test new features. All will help you improve the user experience and convert more prospects.

Question 12

Focus on website trust and placement of trust icons

Accepted Answer

Find out what makes your site untrustable to your visitors. Try adding trust icons and securing processing images with McAfee Secure. In most cases, trust badges instill trust in potential customers. You can test using a badge on checkout or the homepage. There are various types of trust icons such as money-back guarantees, customer support reassurance, shipping and return trust, payment trust, third-party endorsements, and more. Also, focus on other trust elements such as a professional site design, strong testimonials, years on the market (E.g. &ldquo;Established in 1987&rdquo;), etc.

Question 13

Resolution to broken links, images, and 404 errors

Accepted Answer

Broken links may consist of 404 errors, missing images in HTML, missing background images in CSS, and broken links in Office and PDF documents. Broken links devalue SEO efforts, badly affect UX, and decrease visitors&rsquo; trust in your site. Consider using tools like Ahrefs to detect broken links. Make sure your 404 pages are friendly.

Question 14

Presentation of the product or service, its features, and USP (Unique Selling Proposition) in a clear pitch

Accepted Answer

It is important to present your offer, features, and unique selling proposition clearly. USP is what makes your business more ideal than your competitors. It is the combination of what your customers want and what your business does well. In the case of features, if your product offers sets of features for different types of customers, consider segmenting your customers and offer customer onboarding.

Question 15

Understanding of visitor behaviors with an instant support offer via live chat

Accepted Answer

More than 41% of visitors expect live chat on a website. Live chat increases visitor trust in a website. It helps you understand visitor behaviors on your website and boost sales. Waiting on the long traditional phone queues may frustrate customers. Provide a live chat on your website, preferably with a real customer support team. You can use a tool like Pure Chat to implement a live chatbox on your website. You may also use a chat box to quickly answer frequently asked questions. If you are B2B, consider using Drift.

Question 16

A/B testing and use of popups as a lead magnet and conversion tool

Accepted Answer

Some may still think that popups annoy visitors, but they actually work when used properly. Include smart popups on your website as a lead magnet. Ask visitors to leave their email addresses in exchange for a value offer. Make sure you use audience targeting with triggers for better segmentation. Don&rsquo;t forget to A/B test different popup styles and triggers to find the best one. You can consider using Popupsmart to easily create and add popups to your website. This tool is a no-code popup tool with advanced targeting systems and modern popup designs.

Question 17

Up to date and professional website design

Accepted Answer

None of the CRO methods will work if you don&rsquo;t optimize your website design first. Your website should look modern, professional, and up to date. We may recommend using popular web design platforms such as Webflow to build a website easily. Another tool you can use is Pixelarity, which provides sleek site templates. If you plan to have your website professionally designed, try Toptal, where you can connect with designers and developers.

Question 18

Tracking and recording of user videos to see visitor behaviors on a website

Accepted Answer

Record and track the customer actions on your website to find out the causes behind abandoned carts and trends that lead to drop-offs. Tracking allows you to see heatmaps, visitors&rsquo; mouse, clicks, and scrolls. Try separating visitor videos based on the pages to have a better insight. Recommended tools: Smartlook (for websites and mobile apps), Luckyorange.

Question 19

Conversion of visitors through an effective retargeting

Accepted Answer

Retargeting abandoned carts may boost conversion rates up to 26%. Some customers may not be ready to convert. In those cases, it is best to retarget them with ads or emails (if you have their email addresses,) so that they will return to your site to complete their conversion when they are ready. Take note that there are different groups you will need to retarget separately: cart abandoners, first-time visitors, repeat customers, recent visitors. Consider using a tool like Perfect Audience.

Question 20

Use of scarcity, urgency, and FOMO triggers to move visitors down the sales funnel

Accepted Answer

A study shows that customers exhibit an urgency to buy when they feel scarcity. Setting deadlines, including countdowns in campaigns, creating time-limited campaigns, limited stock, showing real-time behaviors of other customers, cart expiration notices are some of the best practices. Display countdown popups for your time-limited offers. Send cart expiration time notice via emails. Don&rsquo;t forget to write your copy to induce urgency and FOMO as well. Include phrases like &ldquo;offer expires, hurry, buy today, ends soon, last chance, etc.&rdquo;

Question 21

Correct usage of spelling and grammatically error-free copy

Accepted Answer

All of your website copy, from the homepage to the blog, should be error-proof for a more professional look and clear understanding. Users report that grammatical and spelling errors make them question the carelessness of the company or brand. Keeping copywriting error-free is just as vital as the message you deliver. It is closely tied to UX and SEO as incorrect grammar interrupts the user experience and jeopardizes the truth and credibility of your message. Use grammar checker tools like Grammarly.

Question 22

Incorporation of multi-step forms rather than long forms

Accepted Answer

Optimize the forms on your site to get more people to fill them out and maximize UX. Break long and confusing forms into steps and reduce the number of required fields as much as possible. Make the form labels proper and clean. Consider using a &ldquo;Full Name&rdquo; field instead of separating them into two different fields. Use placeholders in the fields to give visitors an idea of the expected data. Label the form pagination steps if there are multiple steps or use a progress bar. This will show visitors how many steps are left. Try to avoid all caps in the labels and add trust symbols close to forms.

Question 23

Display of the logos of suppliers and partner companies to increase trustworthiness

Accepted Answer

Including partner and supplier logos on your website creates transparency in your workflow. It also reassures customers and increases trustworthiness. Logos are more easily recognized especially when the partners are well-known, they add to your brand recognition. You may create a partners page or include their logos on your homepage.

Question 24

Including endorsements from high-profile clients for a positive approach to the brand

Accepted Answer

Opinions of customers highly influence prospects. If you have high-profile clients who are happy with your product or service, ask them for endorsements. Incorporate those endorsements on your homepage or somewhere visible to assure prospects of your brand&rsquo;s credibility and quality.

Question 25

Effective use of onboarding to guide and lead visitors into conversion

Accepted Answer

More than half of the consumers in a study report that they have returned a product because they didn&rsquo;t know how to use it. Test your onboarding to ensure it is not blocked by ad blockers. Install some of the popular ad blockers like AdBlock Plus to test your onboarding flow. Sometimes a broken design may interrupt and break UX and onboarding, so make sure you test the onboarding on different devices and resolutions. Make tools like BrowserStack do all the testing for you. Try adding social proof on the onboarding flow especially to a step where customers seem to drop off. Give place to premium upsell offers in the flow to capture more sales.

Question 26

Prioritization of speed and readability with the use of AMP pages

Accepted Answer

Accelerated Mobile Pages (AMP) is an open-source web component framework to allow mobile web pages to operate at an optimal speed. It gives high performance, engagement, flexibility with a smooth UX on both mobile and desktop. AMP leads to a 2% increase in site traffic. This project was started in 2016 by Google as a solution to slow-loading sites. The reason why AMP helps sites load faster is that it restricts HTML/CSS and JavaScript. AMP mobile pages load faster because they are automatically cached by Google AMP Cache. So, AMP pages load faster on Google Search and bring more traffic.

Question 27

Provision of personalized and related recommendations while browsing

Accepted Answer

Include personalized recommendations when visitors land on a product or category page. This prompts customers to buy more than one item. You can use cookies visitors leave while browsing on your site to detect which products they seem to be interested in. Don&rsquo;t forget to include a cookie consent notice on your site to gain visitors&rsquo; trust and avoid heavy cookie violation fines. Recommended tool: Popupsmart popup builder or Popupsmart&rsquo;s completely free cookie consent popup tool.

Question 28

Clear and informative About Us page for credibility

Accepted Answer

When a prospect is interested in your product or service, the first thing they do is to try to get to know your brand, the face behind the brand, the story behind the company, and what solutions you offer. Including some customer testimonials on your About page is an optimal practice as well to increase trust. Try not to use jargon instead use a conversational tone that reflects your company. Additionally, providing address and contact details is practical for credibility. No matter what, make sure your About Us page is more about your customers. Test your About page to get the best results.

Question 29

Easy-to-follow navigation structure allowing to find anything within 3 clicks

Accepted Answer

User-friendly websites provide easy and usable navigation. Avoid cluttered menus and stick to a simple design. Keep the whole navigation system on your site consistent. The hierarchical structure of every category and clickable subcategories should be clear. Link your logo to the homepage to make it easy for visitors to navigate back easily. Give place to a sitemap too, so that users can find their way across your site. Don&rsquo;t forget to include a search box to boost usability and navigation. Users should be able to find what they are looking for within 3 clicks at most.

Question 30

Use of easily-noticeable and clear confirmation and error messages

Accepted Answer

Notice your customers if their purchase was successful or failed. This way, customers will know whether they need to take another action or not. Make sure the error messages are clear, specific, and easily conveyed to customers. Simply tell your customers what they need to do to eliminate the error in the process.

Question 31

Scannable copies with short paragraphs, bullets, and lists

Accepted Answer

Make your copies easy to read with shorter paragraphs, bullets, highlighted keywords, sub-headings, and lists. Keep your sentences short. In a conducted research on how people read on websites 79% of users only scanned all the web pages they came across. So, it is important to make your texts scannable.

Question 32

Utilization of ‘you-centric’ copies to make the product more about the customers

Accepted Answer

Try to shift your copy to a &ldquo;you&rdquo; language rather than &ldquo;we, us, our.&rdquo; Focus on your customers and avoid ego. For example, instead of saying &ldquo;Our product is designed to deliver the best performance,&rdquo; say &ldquo;Keep your site running smoothly and your customers happy.&rdquo;

Question 33

Uncluttered and easy-to-navigate homepage design

Accepted Answer

Keep your homepage uncluttered, simple, and engaging. Homepages must include some key elements: logo, a hero section with a clear statement and mission to tell visitors what to expect from your site or service, CTA, navigation menus, visually attractive color scheme, readable typography, social proof elements, information about your team. Don&rsquo;t forget to display a unique value proposition on top of the homepage.Try featuring your best products or categories on your homepage to grasp prospects&rsquo; attention and drive them through the sales funnel.

Question 34

Clearly visible and highlighted value offers that drive clicks

Accepted Answer

Value offers to drive more clicks. If you have a value offer such as sales, discounts, and free shipping, make sure it is highly visible. You may use popups to draw the attention of more customers and maximize your sales.

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