This is “Plunging on testing to boost online selling!” (Part V) series.
Increasing the agreeability of your sales letter for increasing sales prompting online visitors to attach more to your product, you are invited to appeal to design in testing. As such and as you start increasing your bottom line sales with “Testing everything, assuming nothing” in mind, you are confronted with two design measuring tests:
Test #10: Boost your product’s desirability by adding images.
Product images are a powerful sales tool but right at the top of the sales page makes them tangible to the visitor and more appealing to him/her, yet too early a stage in the sales process can kill the sale.
Place these images after the top of the page, i.e. after highlighting the product benefits and value rather than placing them near the call to action at the bottom (where you’re asking for the sale).
Test by shuffling image positioning and by carefully analyzing sales during each test; you’ll learn exactly where to place product images for maximum impact.
Test #11: Grab the attention of “scanners” by changing the formatting and appearance of your copy.
Since most visitors will “scan” your copy as they scroll down the page, reading only certain words and phrases that jump out at them or catch their eye, test highlighting your key benefits to find the right combination that will grab the attention of people who scan rather than read online. These include:
• Using bold, italics and highlighting (sparingly) to emphasize the most important benefits of your offer
• Varying the length of your paragraphs so the page doesn’t just look like a block of uniformly formatted text
• Adding sub-headlines that emphasize your key messages and compel your visitors to read the paragraphs that follow
• Leaving the right-hand side of your text ragged (as that’s easier to read than “justified” text that uses the whole width of the page)
• Centering important–but short–chunks of text or sub-headlines to further draw them out of the main body of text
• Using bullet lists (like this one) to emphasize key points
Why don’t you carry on this package of enhancements to your website with Dow Group from adding images after an enhanced product highlighting, to changing sales copy formatting and appearance to grab scanners’ attention to eventually increase your sales exponentially in a Dow Group endorsed website creation?