Conversion Rate: Average website conversion rates, by industry


In our recently released MarketingSherpa 2012 Website Optimization Benchmark Report, we asked about average conversion rates …

Q. Please write in your organization’s average conversion rate.

It’s human nature to see a number and to instantly think of it as a fact, so let me first briefly mention the limits of numbers. Just because you see the numbers above, don’t assume that all of your, for example, media and publishing competitors are getting 10% conversion rates for every offer.

These numbers are simply meant to give you a general idea of how certain industries are fairing as you work on your own conversion rate optimization efforts.

“Where ever you are, you should also try to figure out how you can improve your conversion rate 5-10% monthly,” is how Bryan Eisenberg, Managing Partner, Eisenberg Holdings, put it in “Average Conversion Rate by Industry 2012.”


The glass is half empty  *Full story


Does Website Design Impact The Bottom Line?

Companies invest thousands of dollars when they want to redesign their website, hoping that a more attractive design will lead to more revenue. But does it really matter? Is simplicity more important than eloquent design? Where do you draw the line between simplicity and overkill? What really matters to users? While the ‘wow factor’ may leave a positive impression on investors, banks and even prospects, does it lead to more sales?

A minimalist site design like Wimp gets 4 million unique visitors a month and at its peak this past year reached 8 million uniques a month.

So is simplicity the key? Or does a crowded website with lots of information on each page work the best?

According to studies cited by, having a credible looking website scored a 4 out of 5 on the relative importance scale. While it’s difficult to know for sure if good design means more revenue, we do know a few key design principles to keep in mind when designing a site.

In this post I’ll explore professional research that can potentially offer insights into what priorities a business should have on its web design. I’ll be addressing the common questions that many website owners have and attempt to offer tangible solutions.

What Can I Do To Improve My Websites Credibility?

Research shows that a credible website is key. Here are a few things you can do to ensure your websites credibility, as taken from

  • Provide a useful set of frequently asked questions (FAQ) and answers;
  • Ensure the Web site is arranged in a logical way;
  • Provide articles containing citations and references;
  • Show author’s credentials;
  • Ensure the site looks professionally designed;
  • Provide an archive of past content (where appropriate);
  • Ensure the site is as up-to-date as possible;
  • Provide links to outside sources and materials; and
  • Ensure the site is frequently linked to by other credible sites.

How Important Is An Uncluttered Website?

Having an uncluttered design is crucial if you want to make your website appear professional. Making it clean does appear to be an important characteristic for websites. Furthermore, it’s important to be consistent with where you keep your important items. Users who know where certain items are on your page(s) will be better able to use your website, thus improving web usability. Make use of navigation tabs and keep them in the same location on every page. Having a consistent website is key.

Here’s an example of a crowded site with too much to look at:

I counted the links above the fold and there are 49 links available to click on. If you include the drop down menu links, there are 135 links total; and this is just above the fold. Factor in all the different colors on the site as well and you can see why it’s poor design.

Here’s what good design looks like:

Their users are given the choice of 15 links to click on the entire page. They feature beautiful images of their product in action, have a call-to-action and a clearly defined goal that they want. They want users to fill out those three forms and sign up. Under the fold, links are faded out until you move your mouse around them.

Ask yourself: which site looks more credible? Which one are you more likely to give your credit card to? While this is an extreme example, it illustrates the point that an uncluttered, clean design is important.

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6 Mistakes That Will Kill Your Product Launch

Over the past 10 years I’ve created many businesses. If you looked at my business life on a timeline you would see that my first few businesses didn’t do too well, however, as the years went on I slowly became more successful.

Why? Because I’ve learned from my mistakes.

One mistake I learned to avoid is that you have to move fast when it comes to a product launch. Dragging your feet will kill your launch. Here are six common mistakes that lead to procrastination, and how to avoid them.

1. Not Working Fast Enough

Not meeting your product launch deadline can be deadly. A lot of people are anticipating the launch, including the press and your investors, and if you fail to meet it and don’t have a really good reason, people may doubt your ability in the future.

Even if you and your team think that six months or nine months or whatever time you’ve promised seems like a long time…don’t waste it! Get to work right away as soon as you can. It’s much better to finish before your deadline than it is to finish after.

I think we are all probably guilty of wasting time when we think we have a lot of it. Here’s my recommendation to avoid doing that:

  • Give your team an internal goal – this is the goal that you are not sharing with the public. The purpose of this goal is to keep your team motivated early on.
  • Give yourself time to re-evaluate – Your internal goal should be far enough from the real deadline to give you time to evaluate. As things may not go well.
  • Give yourself meaningful landmarks to hit – Your internal goal should be made up of five or six landmark goals that gauge your progress in a meaningful way. For example, you could set a goal for prototypes, user testing round one, etc.

Also, try to avoid one of the most common mistakes that new entrepreneurs make: never make promises you can’t keep. Seguir leyendo “6 Mistakes That Will Kill Your Product Launch”

Tips to Get Better Feedback on Your Website

By Arfa Mirza

Tips to Get Better Feedback on Your Website

The Importance of Feedback in General

Feedback – we all have read and heard this word a lot from different people with different frame of references. As the name suggests, it is the reaction of a person towards the other person’s work, product or service. Feedback is a sort of input which others give on your work. These ‘others’ may include your supervisors, co-workers, customers, clients or other people you interact with. There are different types of feedback, depending upon who is giving it and on what is it being given.

In some cases, feedback is quite formal and systematized. Such happens when feedback is given at a large scale by a good number of people. Feedback can either be a verbal comment, a written comment or just a gesture. Having a feedback gives the maker a clearer idea of how well they are doing the work and how they might improve. To receive feedback, make sure there’s a way for users to reach you. It can be a contact form or the same email address you have on printed business cards.

Tips to Get Better Feedback on Your Website

The importance of feedback cannot be undermined at any level. Especially in the case where there is some kind of creativity is involved, the importance of feedback amplifies two-fold. The maker gets to know that the way he is thinking about a certain communication, is also appealing to the target audience. Take the example of a designed communication, i.e. a brochure, flyer, post card or a business card. The designer of such material will never be successful unless he is able to get better feedback on his work. Feedback is like a trial and error method, the more you get it, the better it gets for your communication. Seguir leyendo “Tips to Get Better Feedback on Your Website”

Making user testing happen

by Paul Boag |

We all know we should be doing more usability testing than we are. Fortunately there are some great tools available to make the job easier.

Every time I see Steve Krug’s book “rocket surgery made easy” I feel guilty. I know I should do more than I do, but somehow it never quite works out that way.

Steve is right when he says we should all be doing usability testing every month. He even makes it incredibly easy by reducing the number of participants to only three people per month. Yet even this we struggle to do.

However I have learnt one valuable lesson from my disastrous DIY experiments. If you have the right tools the job it is a lot easier. In my experience this applies as much to usability testing as to DIY. Fortunately these days there are some amazing tools available and I’ve listed my favourites below. Be sure to check them out. Seguir leyendo “Making user testing happen”

Usability Resources to Win Arguments


This post was authored exclusively for WDD by John O’Nolan, a core contributor to the WordPress UI Team, writer and entrepreneur based in Surrey in the United Kingdom. John loves to talk to people, so why not follow @JohnONolan on twitter too?
Today’s post is a big one and it’s most definitely one for your bookmarks menu, because from time to time when speaking with clients it becomes necessary to have material to backup the statements which you are making.

Sometimes clients will suggest things such as forcing all users to register with a six page long form before they can even access the site. They aren’t web professionals, it’s not their fault for not knowing that this isn’t a good idea from a usability perspective.

If you’re going to convince them that this is a bad idea, however, then you’re going to need some rock solid material to back that up. While an element of trust is always important to a working relationship, you have to respect that sometimes clients will just need to see the facts in front of them to fully understand that what you’re saying is correct.

So, what we’ve done for you today is compiled a list of some of the biggest, most compelling usability articles which address common issues. Hopefully this should help you during tough conversations about what does and doesn’t work on a a website.

Bookmark this post, come back to it, use it in meetings and educate your clients on the things which work for other websites, so that they might also work for them.

How Not Forcing Users to Register Increased Sales by $300million


A truly fascinating article covering how one ecommerce site removed forced user-registration during the checkout process, with a result of a $300million increase in revenue. Very impressive.


10 Useful Usability Findings and Guidelines


  • Form labels work best above the field
  • Users focus on faces
  • Quality of design is an indicator of credibility
  • Most users do know how to scroll
  • Blue is the best color for links
  • The ideal search box is 27 characters wide
  • White space improves comprehension
  • Effective user testing doesn’t have to be extensive
  • Informative product pages stand out
  • Most users are blind to advertising

Seguir leyendo “Usability Resources to Win Arguments”