Conversion Queen Natalie Thomas talks about the hierarchy of conversion optimization. It is a framework that it uses when building the optimization map of a website.

There are some fairly common mistakes that most sites can fix and see immediate results. These are actually bottom of the pyramid optimization opportunities.

As you grow, there will be slightly more sophisticated changes that require research and testing. Towards the top of the pyramid, we advise you to make micro-level improvements to squeeze every drop out of this big, metaphorical “optimization lemon”.

1. Trust and security:

There are certain things that make the user doubt the authenticity of a brand or a site.

They can range from simple things like bugs and errors to things that aren’t as easy to spot, like a payment that “seems unsafe” to the user.

According to Natalie, “This is where small businesses have the most trouble, because user trust is based on a number of things, and sometimes users can’t even tell why something seems off.”

These things that are not as easy to see to the untrained eye, but that set off red flags for the user include:

• Low visibility: It is not clear who is behind the site
• Branding and website elements that seem a little too general
• Visuals that change too quickly from page to page (eg logo)
• Unusual design/departure from convention

2. Hassle-free UX:

Creating a hassle-free user experience means eliminating all the “micro-frustrations,” the annoying little things that get in the way of people buying.

It’s not the same as creating a good user experience. Instead, it’s about solving all the problems that may be small when you look at them individually, but that users won’t have the patience to overcome when they add up. It can be things like:

• Complicated purchase funnels
• Repeated tasks
• Cumbersome verification processes
• Search widgets and pop-up windows
• Bad sorting, cumbersome filtering and poor organization
• Personalization processes that put the user in an endless spiral

3. Rich Content:

This is what most people think of when they say “optimization”.

It includes things like images, copy, list of values, and matching the site with the company’s branding. It’s about how a site delivers information to customers and how it answers their questions.

Natalie said that “the last question we ask site users before the checkout screen is: What questions do you still need answered to make a purchase? You’d be surprised how much valuable information comes out of this.”

But this isn’t so much about adding missing content as it is about making sure existing content is delivered to users quickly, smoothly, and as high up in the funnel as possible, so that users with clear purchase intent don’t waste time in his search.

We can sum it up with one of Natalie’s favorite phrases: “Show when you can, tell when you can’t.”

4. Guidance:

We all have that friend who always needs a guide to guide them to make decisions easier.

In the context of ecommerce, this means we help the user navigate smoothly to the perfect product for them. We can use banners, organized collections or landing pages adapted to a specific audience.

Natalie encourages discussions with customers right after they receive the product, because that’s when they are at the peak of their excitement and motivation. As you learn how they intend to use it, it helps you understand your customers’ needs and organize them better on your site.

5. Strong motivation:

There is a segment of the audience that has every reason to buy, but just needs a nudge.

People need something that turns their desire into a purchase, something that makes your product more attractive than the competition. You can do this with the help of the following strategies:

• Loyalty points/programs
• Limited time or abandoned cart offers
• Packages at discounts
• Reduced shipping for minimum order or fast delivery for certain categories of customers
• Free gifts with purchase

This isn’t just about the purchase in question, it’s about bringing value beyond the product users buy.

A nice example is Kencko gumdrops.

The top of the product page shows visitors that they can get access to nutritional coaching with their purchase.

Further down the page, they indicate that you will also benefit from prizes, discounts or exclusive flavors. It was never just about the drops. It is about the motivation behind the reason that leads the consumer to consider these healthy drops.

6; Untapped Potential:

The last step in the hierarchy is understanding your customers’ deepest motivations and how you can help them reach their full potential, also known as Maslow’s “self-actualization.”

In many cases, this understanding can only come with time and research into your customers’ personal motivations, things that likely have nothing to do with your website.

“Think about what your customer is really trying to get out of their life. It could be becoming a great mother or a respected athlete or someone who is considered a professional,” says Natalie.

“When we tap into that deeper motivation, we understand how we can help clients get to the next step in their lives.”