3 Easy Changes for a Sticky Website -- Web Site Redesign Tips
A sticky website is the holy grail of web site redesign. If your website is sticky, it means that people who visit your site stay a while. They stay to read more, to ask for information, or to make a purchase. If your web site is designed to make money -- through sales or donations -- then your goal on every page should be to keep them around longer, and to keep moving them towards the place where they hand over their virtual credit card.
Businesses that are focused on having a sticky website often watch their web statistics for something called “website conversion.” Google Analytics, a popular web statistics package, allows you to create “goals” and define what website conversion means to you. For instance, if you want them to make a purchase, you might set a page that thanks them for their purchase as the goal page, indicating a successful conversion from visitor to customer. One way to improve the value of your web site to your company is simply to improve your website conversion rate -- and a sticky website goes a long way towards achieving that.
Some web sites will need a full redesign in order to become truly sticky -- often, the biggest determining factor in how long a web visitor stays around is their initial impression of the look of your site. However, any site can improve its sticky factor by ensuring that three keys are in place.
Sticky website requirement #1: Make it about them.
People visit your web site for one of three reasons -- they want to learn something, they need something, or they want to be entertained. Notice -- it’s all about their wants and needs. Know up front which of these you provide, and make it very clear how you’re providing it. They won’t stick around to figure out if you’re what they’re looking for.
Make your images, headlines, and introductory copy on the home page scream how you can benefit them. What problem do you solve? How do you do it? If your web site doesn’t make that clear in 3-5 seconds, your visitors have already moved on.
Sticky website requirement #2: Make it easy to read.
Too much text, small font, color choices, and lack of images make it hard for the eye to process the information. Before your visitors even start to read, they’ve decided it’s too much work. Break your information into paragraphs, use section headers (like our “Sticky website requirement” lines here), write short sentences, and make sure the text doesn’t run all the way across the page. The easier the reading, the more likely they stick around to read it.
Sticky website requirement #3: Tell them what to do next.
Your home page, and really every page on the web site, should have a clear call to action. What does website conversion mean to you? If it’s a purchase, try recommending a product at the bottom of every article that links to an opportunity to buy. If your site shares information, consider adding “related stories” or other ways to get your visitors to click another link and visit another page. Your visitors don’t want to make a decision about what to do next -- so tell them.
A sticky website may not require a web site redesign.
If your web site gets a lot of visitors but little conversion, it’s time to get a game plan in order. A full redesign can make a huge difference in how long people stick around on your site, but some smart changes to text and images can make a significant difference.
All web design is sales -- you’re selling every visitor that your site is worth their time. The first step to a sticky website is simply to understand that it’s not enough to have good information. What can you do today to invite your visitors to stick around a while?
BolderImage is a web site redesign company that understands the importance of website conversion. To learn more about how your web site can increase conversion, contact us today.