Archive for the ‘Conversion Rate Optimisation’ Category
As the election date looms, the political parties of the United Kingdom and Northern Ireland are locked in a fierce battle of wills to gather support and win the favour of the public.
In an increasingly digital world, websites and social media pages are becoming the major touchpoints between the parties and the people, so it is critical to provide a user-friendly and engaging online presence. As such, we decided to turn a critical eye to the web experience of the major players in this years’ elections.
Looking at the Conservatives, Labour, Liberal Democrats and UKIP, we assessed and analysed the websites for each party on their usability and overall user experience. At this stage in the year, visitors to the site may be looking to connect with the party, or contribute to the campaign; the tasks we tested the sites on included:
- Signing up for news updates
- Registering to volunteer with campaigns
- Connecting on social media
- Donating money to the party
- Joining or becoming a party member
By utilising our leading Online Experience Index, we were able to score each site on multiple facets of the user journey – including:
- Homepage & Design
- Flow & Layout
- Form & Errors
The Index allowed us to rate the site on various aspects, with points being awarded for usability, and penalised where changes could be made to improve the experience. These individual ratings were weighted to give more credit to more vital site requirements, thus allowing us to quantify the overall usability of each facet of the site to compare between the parties.
Video is inherently engaging, and has the power to instantly capture visual attention. Even if it’s just a simple demonstration of how your product works, it can give a very real boost to conversions.
Video is passive, it requires little effort from the user to absorb the message embedded within it. It is also much easier to powerfully convey a complex message using video than it is using the mediums of text, images or info-graphics.
Creating video content is often perceived as time and resource intensive (both in creative input and bandwidth hosting), i.e. at the bottom of the to-do list. But more and more affordable solutions are allowing marketers to easily use this medium to benefit their bottom line.
So how can companies make best use of it?
Video can be used to;
- Grab attention (e.g. for a promotion)
- Demonstrate a new product
- Deliver clear instruction
- Show testimonials from ‘real people’
This helps to demonstrate;
- That you are invested and care about your customers experience
- Your popularity
Don’t overdo it
Littering your homepage with video and replacing standard content with a film is a definite no-no, as is hiding key product information, messaging or guides within one. Consider that the user might not be in an environment where they can comfortably watch videos (e.g. office or noisy cafe and don’t have earphones to hand) but they still need to be able to quickly find the information that stands you apart from the competition. If platform compatibility or server issues mean your video is unwatchable then you’ve lost that sale, so be sure to make the main points scan-able in text alongside video. Finally, always give the user ultimate control to hit pause, you can corner someone in the street, but online they won’t stick around for a conversation they don’t want to have.