How to Build Websites that Sell: The Scientific Approach to Websites

RightNow Technologies increased their conversions 4x by building a persona focused site.

State diagrams Flows are made out of individual screens where interactions take place. A screen offers some possibilities and the user chooses one. Then something happens, and the screen changes. It’s an ongoing conversation. In each moment in a flow, their (computer) screen is showing something and the user is reacting to it. A good and understand

Product descriptions matter. The role of product copy is to give buyers enough information, so they could convince themselves this is the right product for them. Clarity trumps persuasion. The best sales copy is full, complete information. No hype needed.

To make your user flow really work for boosting conversions, you must base it on customer personas. Use actual customer behavior and research to determine the tasks that customers want to perform, what matters to them and why. Do what you can to experience a day in the life of a customer. Once you have your first flow done, conduct user testing.

Your personas should dictate every word and every image on your site. Your website layout, navigation and general user flow should come from personas.

A 2009 survey of 2,000 online British adults found that 50 percent of those who regularly shop online said that if their preferred payment method is not available, they will cancel the purchase.

online eyewear retailer EyeBuyDirect.com discovered that consumers prefer a male voice for the video’s narration.

Treepodia says video is one of the few strategies that seems to work well regardless of the category in which it is deployed. The following chart shows the conversion rate increases that were witnessed for shoppers who watched product videos:

BJ Fogg’s mantra for effective website design is: put “hot triggers” in the path of motivated people. Don’t try to artificially create motivation, but instead tap an existing motivation people already have.