Welcome to the Art Storefronts Success Coaching Video Series. In this video, we’ll be focusing on site optimization, and specifically, optimizing your Upload page.

And we’ll be working with Unlimited Art Project, a fine art printing company out of Miami, Florida. So, imagine I just came to your website, and I was on your homepage, and I clicked on Upload to Order, and here I am. So, the thing to understand, first and foremost, is that, before somebody clicks on Upload and Order, they’re going to be reading your homepage, they’re going to be looking at your products that you’re offering, and your pricing, they want to make sure that you offer the type of canvas they’re looking for, or the type of finishing options, or the type of fine art paper, or metal, or whatever it is, before they even get to this page.

So, there’s a lot of decision making that people make before they actually get to the upload page and decide to place an order. And we see this in our data, and you can too, but, when you look at your page view data, because only a percentage of your overall visitors are actually going to reach this page, okay? So, when somebody psychologically makes the decision, “I’m ready to order,” then, they’re going to reach this page, and the last thing you need is a whole bunch of other images and text that they have to read before they can upload.

The biggest problem with your Upload and Order page is that, as you can see here, on my screen I can’t even see an upload tool.

I’m looking at some photographic image, there’s a bookshelf here, and an image on the wall. I have no context for what this is. I’ve already gone through the whole process of reading about your company and I’m committed, I’m ready to go, and I’ve got a big barrier in my way. Where do I upload? I don’t even see it. Did I hit the wrong page? Did I click the wrong link? This is known about the above the fold concept of a newspaper, where, the text and the stories that are above the fold on a newspaper get read 100% more than the text below the fold.

And so, on a website, the same concept holds true. Don’t make your people scroll for the most important information, and, in this, the most important information is the actual upload buttons and the direct information about uploading that should be right there, because, that’s the only thing they care about at this point, is: How big should my file be? What type of files do you accept? Because, I already know about your canvas, your papers, your printers, what kind of inks you’re using. I’m ready to go, can you make it easy for me? And right now, this is not easy.

I’ve got to scroll all the way down the page down here to where the upload tool is, and, it’s sort of just blending together with all these icons now, because it’s so far down the page, and, you’re explaining everything about the tool, and you’re making me read more, and it’s just unnecessary.

There’s a contact us button. It’s just not necessary. This person’s ready to go, so, get out of their way and let them upload. So, here, I’m going to show you another Art Storefronts website that has really high conversion rates as a fine art printing company. And you can see how their Upload page is. Notice there’s just very clean bullets and the upload tool. That’s it. Nothing else. Just the facts about uploading and no other information getting in their way. It’s very clean, and so, in this way, the buttons stand out, and the drag and drop area.

This is the point of focus. People immediately, their eye is drawn to the Upload button, so they say, “Okay, I know exactly where I need to upload my image. Maybe I should read some of this text first. Okay, I’m good to go.” And, boom, they’re ready to upload. If we go back to your site, and we just contrast it. Again, you can see that the differences are just stark with the way that the other page is presented and the way that yours’ is.

In addition, these really bright images are taking our eye and our point of focus away from what we want them to focus on, which is the Upload tool itself. The good news is, this is really easy to fix. Just go into your Art Storefronts site manager, and find your Upload page, and click on it, and edit it, and you can remove all that text, and just add the text that matters, and clean it up.

This should remove any bottleneck that you have of people trying to upload images, and trying to figure out where it is, and where they do so. And as your traffic increases, optimizing your Upload page can have a big effect on your conversion rates, so this is a really good thing to do right now. And that’s it. Thanks so much, and we will see you next time.