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Do you want to sell something on your website? 2

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Maybe a digital product like a course, or an e-book, 3

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or maybe a subscription plan? 4

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Then this is the right lecture for you. 5

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I promise you webdesign guidelines in this course, 6

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but now you even get some guidelines 7

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to actually improve your website conversion rates, 8

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on top of that. 9

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So let's go. 10

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First, you can offer your visitors a free gift 11

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in order to build trust, 12

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instead of trying to sell anything right away. 13

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A very popular choice is to give away an e-book for free, 14

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such as this website does. 15

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If the user likes your book, 16

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he is more likely to buy anything from you after that. 17

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Of course, you should have a strong call to action button 18

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on your website, where you want your users to click. 19

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But instead of showing it just once, 20

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you should repeat it in more places on your website. 21

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The more often the better, 22

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but obviously without spamming and frustrating the user. 23

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This website, for example, 24

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has the same call to action button 25

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here in the middle of this big image 26

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and also in the navigation bar. 27

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And they probably also have it 28

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on the very bottom of the site. 29

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Now, assume you have a sign-up form on your website, 30

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but how good is a sign-up form if nobody sees it? 31

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That's why so many popular websites 32

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and blogs use a pop-up box, 33

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like the one you see on this website. 34

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All this does is to ask for an email address 35

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to sign-up for a newsletter. 36

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And I know these pop-up boxes 37

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can be quite annoying for the user, 38

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but they are still so popular 39

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because they actually convert so well, 40

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which means that they do work. 41

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There are many solutions 42

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that offer you pop-up boxes, like this, for free. 43

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In your call to action button, 44

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you need to tell your user 45

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the benefit of clicking that button. 46

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This is extremely important. 47

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This website does a good job doing this. 48

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Instead of saying something boring like, 49

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'Click Here' or 'Sign-Up', 50

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they tell the user he should try the service for free. 51

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That works much better. 52

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So always use a word which describes 53

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the benefit the user will get by clicking a button. 54

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If you want your user to sign-up for anything, 55

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don't ask him for more information than you need. 56

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If you don't need phone numbers, address, or whatever, 57

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don't ask them for the information. 58

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The user doesn't want to go through 59

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too many fields in a form to achieve something. 60

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So forms with fewer fields definitely convert better. 61

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Social proof is a great persuasion tactic 62

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that can really help you increase conversion rates. 63

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This can be done in form of customer testimonials, 64

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if you have any, 65

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or showing that other companies use your product or service. 66

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And this tactic is so incredibly effective 67

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because customers are actually more likely to trust others 68

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than to trust you. 69

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So use this whenever you can. 70

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Two very effective techniques that you can use 71

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is to create urgency and scarcity. 72

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Urgency is when a buyer feels like they need to act quickly 73

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and it's used in order to make people 74

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act now rather than later. 75

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The Groupon website does this by saying, 76

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'Hey! This deal has limited time remaining. So buy it now.' 77

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So you can use words like, 'now', 'hurry', 78

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'instant', and 'immediately' in your call to action buttons, 79

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in order to make users act. 80

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This technique, together with that very big 81

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and clear call to action button, is extremely effective. 82

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Now, scarcity is the feeling that a product or service 83

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is in short supply and about to run out. 84

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And when there is less of anything, 85

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we actually tend to value it more. 86

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So this technique is also used to make the user act 87

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and buy something now before it runs out. 88

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Amazon does this quite well by saying, as in this example, 89

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that there is only one iPhone left in stock. 90

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So, urgency and scarcity; use them when you can 91

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and your website will probably convert better.