Changing a web site user into a customer is the holy grail of user experience. But how do you create conversion? How do you transform a casual browser of your web site into a purchaser?

Create a Compelling Product

I know it sounds simple but make a product people want to buy. But let’s say you’ve got the greatest widget no one has thought to ask for? Well then make it sound delicious. Make it something they can’t live without. How do you that? Invest in good copywriting. Create a seducible moment (a story) in which only your product can solve the potential customer’s problem.

Make it Look Good

I see it all the time. Businesses invest in their infrastructure but don’t spend any time with marketing the product. Ever notice the image quality of the Fortune 100 brands? It’s excellent. Know why? It’s called retouching. Enhance the lighting around your logo, paint the picture of your product in action, pop up the contrast. It’s an art form; a service you should invest.

Make it Easy

Ok, so now you’ve invested in a good copywriter who just made your product sound like the next Facebook and photography that makes your widget pop off of the screen- now you’ve got to make it easy to buy. This is usually where it all falls short.

There’s usually some small “buy now” button, tiny shopping cart icon in the top right of the screen, and a login form. Login, really. All the user wants to do is buy the product not make a commitment to your brand. At least not yet.

Make a point to customize the shopping experience. Provide the user with a simple path to purchase. Make the form easy by asking for the barest minimum of information. Once the transaction is complete provide them with the option to receive coupons and discounts by signing up for your email blast. Later, provide discounts to those who refer new customers.

Remember, the user is on your site. They might be interested in your product. Don’t turn them away because of poor copywriting, bad photography, and a hostile purchase process. Now go and create that conversion by removing the stumbling blocks.

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