1. Speak your customers’ language
Rafal Cymerys makes a strong case for learning the terms and language your customers use and speaking to them on their level.
Your business has its own terms and jargon, but those words don’t necessarily line up with the words your customers use.
Instead of expecting them to learn your language — which will likely just leave them frustrated and confused — learn how they talk about your business and adapt to them.
Approaching customers with familiar language will make them feel comfortable and secure.
2. Ditch your homepage carousel
Over at The Good, Neil Sniffen explains why homepage carousels / sliders / slideshows are a bad idea.
A tiny percentage of your users actually click on any part of your carousel, and of those that do, the vast majority only click on the first slide.
Users are overly saturated with this tactic, and they’ve become blind to it. If your slideshow is automatically rotating through slides, it may be going too fast for some of your users to keep up with.
Homepage carousels are still in widespread use, but this is one case where you shouldn’t follow the herd.
Check your own metrics to be sure, but it’s probably time to get ride of your homepage carousel.
Instead, use that prime piece of screen real estate to encourage newsletter signups, or to showcase your top content, products, or current promotions.
3. Get to the point to increase conversions
Writing for Inc., Andrew Medal of Agent Beta is straight-forward about keeping things simple.
When it comes to landing pages, keep things simple and to the point. Your call to action should be clear and direct.
Most people will never read all the text on your landing page (or any page!), so you need to write with that in mind.
Users will quickly scan your page, so make sure your most important information stands out.
You can use heat mapping tools to find out exactly where your visitors are paying attention, and where they’re not.
4. The need for speed is real
Cody Arsenault correctly notes that your visitors are in a hurry!
You shouldn’t expect anyone to wait for your site to load. In fact, 57% of users will abandon a site if it takes more than 3 seconds to load.
For every second your site takes to load, your conversion rate can drop by 7%.
The first step to speeding up your site is to use server-side and browser caching.
If you’re running a business online, you shouldn’t be using cheap shared hosting.
With shared hosting, you’re at the mercy of the other sites on your server. If they’re hogging resources, your site will slow down as a result.
Shared hosting is fine when you’re just starting out, or when you’re just experimenting, but if you’re serious about your business, you need to switch to a virtual private server, or even to a dedicated server if your needs grow beyond what a VPS can offer.
You can’t run a business with $5/month hosting.
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