The Internet is getting increasingly cluttered – thus, having your own web page does not guarantee the success of your business. Apart from attracting the traffic to your web page through advertising or SEO, boosting the conversion rates (that is, getting actual sales or having visitors perform other actions you want them to) is extremely important. Below are some areas you can use to leverage the performance of your online presence.
Avoid using your home page as your landing page for every campaign you do. Because a visitor decides within milliseconds, whether to stay on your page or click the “Back” button in his browser, make sure that what he sees matches his current needs. Landing pages with too much information or too many functions act distracting and irritating, as the user is clicking through the areas of the web page struggling to find what he needs. Even if your website contains a lot of information and categories, try to limit the amount of information presented down to the minimum and make it easy to digest.
Another important point is the technical usability of your website, e.g. the compatibly with different browser types, the absence of broken links, and last, but not least, the speed of the website (the speed of the website is also an important factor in search engine optimization).
In order to convert, your website hast to contain clear and precise calls-to-action. Some guidelines to follow: the button should match the overall design of the website (so as not to be perceived as advertising or an external link), but on the other hand, provide a color or size contrast to the less essential areas of the web page.
The position of the clickable CTA should be within the normal eye path of the visitor: according to some experts, the location in the lower part of the page on the right-hand side is advantageous, however, this would not work for long pages, where you have to scroll or for smaller monitors (netbooks, mobile, etc). On the other hand, elements placed in the upper left hand corner often get the most initial attention by a visitor (Google golden triangle).
Some well or less well known conversion barriers include the areas of the web page requiring registration, long forms to fill out, CAPTCHAs (pictures with words or numbers you need to type in to prove your human identity), distractions in the form of cross-selling or external advertisements, extended visitor’s path (a number of clicks required to reach the intended goal) and all kinds of usability and performance problems.
Test and find out
In conclusion, it must be noted that the guidelines given above are of very general nature, in other words, only by testing and monitoring performance you can learn about the methods working in your particular case. Some testing methods are A/B tests (tests with a control group), mouse tracking and eye tracking tests, as well as thorough studying of customer segmentation and implementing methods of website optimization for different target segments.