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© 1998-2015 Pole Position Marketing
Conversion optimization& Usability issUes
CheCklist
Set important elements off by making their size and color distinctive and placing them in a noticeable area of the page.
Group related items under a heading or specific area of
the page and display them in similar visual style.
Make clickable elements recognizable
to keep visitors fully engaged in the
conversion process.
Too much busyness or “background” on the page can create “noise” that distracts the visitor from properly interacting with your site.
Cut out text that has no real value to the visitor and acts as a barrier to the real content meat.
Make sure your global navigation is in the same place and works the same way on every page.
Provide a simple site search option: a box, a button and the
word “search.”
Make it clear to the visitor what page and/
or section of the site they are viewing.
Use design elements such as color, size, and font to set your
calls to action apart.
Display symbols for awards, memberships, personal information protection, and a robust about us page that help communicate your business’s legitimacy.
Create a tagline that is visually connected to your site ID (logo).
The home page should help users navigate the most common tasks and important elements only. Don’t try to highlight everything you do on the home page.
Make sure important information such as phone
numbers, shipping rates and prices, and other bits of
information are readily available.
Site visitors should never have to think about how to properly format data they are entering into forms.
Stick to requiring only information that is necessary
for the task at hand.
Figure out the three main things visitors will want to accomplish on your site and make sure these are obvious and easy to do.
Once the visitor starts down a path to
complete a goal, minimize the number of steps in the process.
When a form submission error happens, always maintain the previously entered data so the visitor can quickly fix the error and move on.
Because of business and customer complexity, testing all of the elements in this checklist
is the only way to uncover the real best practices specific to
your website.
For more action points, get The Best Damn Web Marketing Checklist, Period! from Amazon today. You can also download its FREE companion pdf at www.PolePositionMarketing.com/Cheatsheet
What’s Important Is
promInent
mInImIze noIse
ConsIstent navIgatIon plaCement
hIghlIght Current loCatIon
establIsh trust and
CredIbIlIty
don’t over-promote
FlexIble Form
Inputs
easy to use
reduCe steps to goal
CompletIon
easy error reCovery
Clearly deFIned
page areas
Users should be able to tell exactly what each section of the page is about.
Don’t hide important information in small print or on
hard-to-find pages.
vIsually relate logICal elements
ClICkable elements are obvIous
omIt needless Words
InCorporate on-sIte searCh
Contrast Calls to aCtIon
vIsually ConneCted taglIne
don’t hIde needed InFo
request only neCessary InFo
alWays be testIng
tell vIsItors What they Want to knoW
ansWer relevant questIons
Give your visitors answers to what they want to know, not just
what you want them to know.
Most usability problems go unnoticed by the average web user,
at least on a conscious level. Despite that, your site is very
likely losing a lot of conversions simply because you are not
implementing basic conversion optimization tips. The following
action points may not fix every problem on your site, and some
may not work at all, but by testing the usability tips below you can
potentially help you make huge gains in your conversion rates.
