Optimize Your Webpage

When optimizing a web page it is important to follow the 7 principles of a conversion centered design, in this instance using the popular brand GoPro as an example, the objective is to convert the website view to a purchase versus the web page being a lead generating website. The seven principles are Attention, Context, Clarity, Congruence, Credibility, Closing and Continuance. 

As show in Figure 1, we immediately tackle a handful of the principles. We grab the attention with a having a nice cohesive, not too distracting color scheme, while also having items that maintain and build towards the campaign goal which is convert view to purchase. Such as the two “BUY NOW” underneath the GoPro itself and underneath the “For Sale Today” text. It also grabs your attention by the pictures, the video, the minimally informative text and the icons. The attention ratio is also positive it is 3:1, there are three things you can do which go towards our goal which is “BUY NOW” and the one action that you can do that’s not towards the goal is watch the video. Figure 1 properly portrays the clarity of the page as well, by first glance we can tell what this page is about. We can see that the page is trying to convert us to a purchase, by providing information about the product as well as suggesting to “BUY NOW” twice, there is no confusion on what the page is trying to tell us. Congruence is evident throughout the page. We consistently see areas on the page where to buy the product as well as having information about the product to lead you to purchase, which both align with the campaign goals. In Figure 2, we can see where the brands credibility is being showcased. We can see in the very middle, “Money Back Guaranteed”, giving the company some sort of credibility towards the product. By seeing this it pushes towards converting to a purchase, the customer can now purchase the product knowing that if they are unsatisfied that they will not be at a loss at the end of the day. We can again see in Figure 2 where the principle of attention and the usage of the button “BUY NOW” maintains the congruence of the page objective of conversion towards a purchase.

            By utilizing the 7 principles of conversion are we able to optimize a website to our liking and to reach our goal. Which in this case is to convert the website view to a purchase. By applying these principles to your website can you increase the chances and enhance the customer journey to increase the conversion rates and ultimately profits. Regardless if it is lead generating or sale driven conversion website.

Figure 1

Figure 2