{"id":1729,"date":"2015-03-26T07:23:32","date_gmt":"2015-03-26T07:23:32","guid":{"rendered":"http:\/\/www.waca.associates\/?p=1729"},"modified":"2018-03-13T11:36:02","modified_gmt":"2018-03-13T02:36:02","slug":"case-study-lixil-part2","status":"publish","type":"post","link":"https:\/\/www.waca.or.jp\/en\/web_analytics\/case-study-lixil-part2\/","title":{"rendered":"How a reform matching website increased sales margins by 200% [Part 2]"},"content":{"rendered":"

This is the second part of our three part series for improving your website with three simple techniques:<\/p>\n

    \n
  1. Part 1: Identifying the Problem<\/a><\/li>\n
  2. Part 2: Testing Your Design<\/li>\n
  3. Part 3: Improving Your Website<\/a><\/li>\n<\/ol>\n
    \n

    Testing Your Design<\/h1>\n

     <\/p>\n

    2nd improvement:
    \nReconsidering banners and buttons that lead to conversions<\/h2>\n

    \"\"
    [Banners leading to the application form]<\/span><\/p>\n

    In part 1, we talked about how to identify the problem. If you haven\u2019t read it yet, do it now<\/a>. Makes sense?<\/p>\n

    Good. Let\u2019s move on to the next step.<\/p>\n

    The next step is focused on decreasing the non-bounce exit rate. In our example with LIXIL, the goal is to maximize the number of users arriving at the application page. This is the most important step because that\u2019s where the customers will convert. LIXIL has to think about how they can guide the visitors on their website to the application.<\/p>\n

    Think about what the visitor is thinking. What concerns they have and how the website can address them and help them gain confidence while guiding them towards the goal<\/strong>.<\/span><\/p>\n

    Once the content and strategy aspect is figured out, the next step is the visual aspect. Banners or buttons leading up to the application form is critical. The copy text needs to be compelling and the image needs to be appealing. The text needs to appeal to the logical side of the visitors mind and explain the benefits in applying and inquiring. The design, color, and placement of the buttons need to appeal to the emotional side of the visitors mind and encourage them to click through.<\/span><\/p>\n

    Remember to always be clear and upfront about what kind of information will be required from the visitor and what kind of follow-up actions they need to take. It needs to be simple and easy to understand.
    \n<\/span>\u00a0<\/span>
    \n<\/span><\/p>\n

    Now you try!<\/span><\/h2>\n

    Which one of the following is the best design for an application button? One of the choices increased the click rate by more than three times<\/strong><\/span>.<\/span><\/p>\n

    \"Which<\/a><\/p>\n

    The answer is<\/span> D.<\/span>
    \n<\/strong><\/span>Button D made sure to let the visitor know that there will be no charge for inquiries and that encouraged more people to do so.
    \n
    There are four factors that lead visitors to target page:<\/span><\/p>\n