Less Is More – Conversion Wednesday



The phrase “less is more” is a casual way to describe the word “Minimalism”. Marriam-Webster defines minimalism to be: a style or technique (as in music, literature, or design) that is characterized by extreme spareness and simplicity. You are probably wondering how this correlates into a conversion topic, well in usability is often an act of minimalism that can keep the user focused on the more important elements of the page which can lead to an increase in conversion rates and reduce bounce rates.

In this example, this is an e-commerce store homepage with a lot of different colors and elements placed in a disorderly fashion. The overuse of red is causing the color to be less important, the ‘buy now’ button and the sale price are in the color red as well, which easily goes unnoticed and can make it hard for the user to proceed into the next level of the site. Using less white space is making the page seem cluttered, especially near the products where there are overlapping images on the products themselves. The content on the main banner is placed in a very tight space causing this to be illegible.

The only area that seems to be clean and legible is the left hand navigation, which utilizes a great amount of white space. This current scenario introduces many opportunities for testing; with a strong hypothesis that reducing clutter and noise will improve clarity into next steps, and therefore increase conversion rates.

In this example, the homepage is very clean and the main focus is on the banner promotion. The top navigation is very easy to find as well as the search bar. The main banner is more concise than the previous example content, allowing the words to be legible while giving the area more white space. The products below the banner are shown as they are, without any additional overlapping graphics. The use of white space creates a less overwhelming feel, allowing the user to not feel rushed. The way in which the top navigation has been aligned is clear, so the user can get to the appropriate category more easily.

The cart in the header stands out the most with a different use of color, instead of using the yellow or blue, they decided to use a green button, this allows the user to find the cart easily by standing out from the rest of the elements. The way in which the elements are cleanly laid out can positively effect the reduction of bounce rates.

In this scenario, since the starting point is quite the opposite of the last example, there is opportunity to test including a few more elements. The intension of course would not be to disturb the simplicity of this approach, but rather test the bounds of the simplicity to include more messaging, merchandising and motivational factors. Where you start in the scale of simplicity will help determine what direction you may wish to test in. The goal of your testing would be to reduce bounce rates, connect with your shoppers in a more clear fashion and ultimately improve conversion rates one successful test at a time.

Let’s look at the simplicity concept in the context of a product page.

This is the product page of the more cluttered website. The product page clearly has a lot going on, which makes it hard to find the product description and price. A visitor requires certain information to make a decision on whether to buy this specific product and if your store is the right venue to make that purchase. Your description gives you that opportunity as do other key elements on this page – but if they are lost in the mix, you may as well not have them since a viewer cannot clearly connect with that content. Using space to draw a visitor’s attention to the elements that will sell is the optimal use of your site’s strengths and working in the direction of improved conversion rates.

If you take a look at this product page, you can easily find the information you need to decide whether this is the right purchase for you. The product description is easily legible in a bulleted format, the ratings are easy to find as well as the price and the add to cart button. The 2 most noticeable elements is the Add to cart button and the price. This is very similar to the first uncluttered homepage example. Here the website may actually have the opportunity to improve conversion rates by testing the bounds of simplicity: changing which key elements exist on the page; tinkering with messaging opportunities such as a prominent “you save $x” amount. Regardless, there is always room for improvement, but to a user, this is more simple and clear of a shopping experience than the last slide.

As most internet users, you have probably appreciated simplicity of experience time and time again: but as a business owner, have you done enough to optimize in that direction? Well, it’s not simple and it requires the right approach. To effectively find out how you can increase conversion rates on your website, Exclusive Concepts deliver’s a scientific multivariate testing conversion booster program. As a first step, we can easily put this vision into the context of your store through a free audit. Feel free to call us at 800-504-4324 for more info.

Thank you – have a wonderful Conversion Wednesday and enjoy the rest of your week!