Conversion Optimization Utah

Braxton Tulin - Thursday, May 16, 2013

Usability encompasses both site structure and site skin - what visitors actually see. Site architecture should be designed to accommodate visitors in several ways. Ease of navigation is, certainly, important. But so is page weight. Visitors just won't wait for long downloads anymore.

An easy-to-use, flexible and secure checkout, with numerous payment options, increases a site's usability. And a one-click checkout is an ideal usability option that repeat buyers appreciate.

Accessibility is another aspect of site success. Is the text helpful, informational and easy to read or is it just hard sell content? Are navigation links large and clearly labeled? Is a site map available from every interior page?

A recent study published by indicates that more than half of all visitors who place something in their shopping carts fail to actually make the purchase. These buyers made the purchase decision, but there was no follow-through. Perhaps they found the check-out process confusing, or lacked the confidence in the site to enter personal information on line. The point is, something happened between purchase decision and final checkout. Chances are, lack of site usability was at least partially to blame.

Additional Benefits to Improving Site Usability

improving conversion rate is, indeed, the primary objective of site refinements to enhance usability. However, site owners derive a number of on-going benefits in the regular development of useful site metrics.

Analytics will improve download times, increasing the likelihood of visitors staying around. Pages packed with animated graphics, Flash scripting and QuickTime demonstrations can be broken up to lessen download times.

With a highly-usable site that delivers everything visitors need to complete the MDA, site owners will lower costs for customer support and service. If a visitor can log-on to view the status of an open order, there will be fewer telephone calls to customer support.

With conversion optimization, routine site maintenance costs will be lowered. The site is visitor friendly, SE friendly and compliant with all open programming standards.

Finally, a site optimized for ease of use and visitor convenience generates more repeat traffic and more repeat sales. And repeat sales are the foundation of any retail business - virtual or real world.

The Process of Conversion Optimization

Metrics should be developed regularly and compared to previous results to identify the activities of visitors. They should also be developed to suit the site's purpose and MDA.

With useful metrics, a strategy of site refinement should be developed and implemented in stages. At each stage, new metrics should be produced to determine whether recently implemented refinements have had the desired effect. If so, initiate the next stage. If not, determine the problem and refine accordingly.

Remember that visitors are looking for convenience, ease-of-use, helpful information and security. The long-term objective is to increase site usability through refinement, measurement, further refinement and further measurement.


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