Conversion optimization is a critical exercise. It requires persistence, patience and a thorough involvement from your team up to the leadership.
You website is like a running machine. You have so many moving parts that can be optimized. Knowing where to start from is critical. You can optimize almost anything in your website; what you work on should be important enough to worth making great
Some of the assets you can optimize include
Knowing which asset to optimize and what you really want to optimize in it is critical to your success. Your choice and priority will decide what impact the conversion optimization exercise will have on your bottom line. Ideally you should start with a easy win, something that has a significant impact on your business but lesser complex to optimize.
Your homepage is the first impression of your business. Its your prime real estate and a good target for conversion optimization.
If you sell multiple products or services to multiple buyer personas you will be confused about what goes on your home page. But more isn’t always better.
Most home pages on the web are cluttered. Its often marred by confusing priorities.
Attention grabbing headline
Headline is the first thing your visitor will see. This is your first and perhaps the only chance to grab their attention. Create a powerful headline which talks to them in their own language.
Your most important buyer personas
Home page is here the home is! That’s where all kinds of visitors would land. Its easier for a niche website to target a small, distinct buyer personas. For a big business, it’s going to be a hard choice. Focus on one persona, one value proposition, one call to action and one conversion metrics.
For example, check this page from Acko General insurance and contrast this with the page of Policybazzar, while Acko chose to focus on their most important target personas, Policybazaar is targeting almost everyone on the home page.
Connect with your visitors
Most important objective of your home page is not sell. Your home page is like front of your physical store. You want to invite people in, right? To do that people need to trust you, they need to feel valued and heard. Are you listening? Do you understand their problem? And can they trust you for the solution? Your home page must be subtle and welcoming, it should build trust.
Use proper visuals
The store fronts are beautiful and welcoming, right? So should be your home page. The choice of your visual makes all the difference. Your visitor will judge you within first few seconds and your color choice, logo and visuals all makes the difference.
Define the most desired action -CTA
As I said, one call to action. Focus on one action you want your visitor to take and your conversion will skyrocket. Add call to action in every second line and your visitor will leave biting their nails or plucking their hairs. Keep only one call to action on your page, it should be brief and clear, should create an urgency, should be in form of a responsive button. You should be able to see the buy button in your customer’s mind.
Trust elements for home page
if your visitors trust your brand, their chances of converting go up significantly. Some of the common trust elements used on the web are, how many people are using your product or service, testimonials from real users, media coverage you may have received.
Powerful Logos are immediate trust boosters, of course you need to earn them before you use.
Your performance numbers induce a sense of confidence in your capacity to deliver what you are promising.
Your home page length
As per recent study by conversionXL, smaller length of home page converts better. A minimalist home page design will convert better than a home page with tons of information
When you focus on one persona, one proposition and one call to action your home page is not going to be longer.
Page loading speed
A faster loading home page is important from both conversion and SEO point of view.
If you are a B2C company, e-learning, or SAAS product, the product or sales page is the most critical element of your website. Your focus should be on getting the visitor a single action, and it could be making a purchase or signing up for a trial. Here are some important metrics you can track
|Stage in buying funnel||What visitors seek?||What you should do?|
|Awareness||Trust, low on commitment,
Understand what value you provide.
|● Sense of calm and stillness in the design
● No information overload
● Single call to action
● Single call to action should get maximum visual attention
● No flashy design
● Make things easy to find
● Create a sense of hierarchy and readability.
● Create clear headlines and subheadlines
|Interest||Not high level of commitment||● Clarity and context
● Need based self-selection
● Offer contextual and relevant information
|Desire||More committed to what you sell
Trust and security
Transactional assurance, guarantee
|Testimonials, user success stories, social signals, brand engagement. Product reviews|
|Action||High commercial intent,||Don’t ask unnecessary information, simplify choices, remove irrelevant information, Don’t surprise|
The landing page are meant to convert. There could be a different kind of landing page, depending on your business model. If it’s an event landing page (Like webinar, hangout), etc., how many people are signing up for the event. If it’s a resource download, what percentage of visitors are downloading the lead magnet? What fields in your form is causing maximum abandonment?
Your blog is your gateway to thought leadership in your industry. Offer evergreen content and track some of the metrics below –