Start by focusing on a single call to action. This approach will direct the user’s attention to the specific action you want them to take. Next, keep it short and sweet. Keeping your homepage concise will help users move to a conversion faster.
How do I make my homepage a conversion?
How to Design a Homepage That Converts
- Keep it simple. Websites with simple designs have higher conversion rates.
- Focus on speed. Speed has a huge impact on your conversion rates.
- Use quality images.
- Run A/B tests.
- Make sure your call to action is clear.
- Optimize your website for mobile devices.
How do I make my website my homepage?
7 Ways to Improve Your Website Homepage
- Freshen the Content Regularly.
- Make Sure It Has a Call to Action.
- Add Contact Information Prominently.
- Add Images and/or Video.
- Update Your Design to Current Standards.
- Improve Page Speed.
- Make it Mobile Responsive.
What makes a high converting website?
Engaging layout: High converting websites use layouts that make it easy for people to find information on the page. These websites use white space as rest-stops for the eyes. They also use web-safe fonts and eye-catching images, graphics, and videos.
How can I make my home page better?
Do: Choose a layout that is clean and easy to navigate. Make sure that all of your most important content and images are kept above the fold where your viewers eyes will most likely see them. Don’t: Avoid cluttering your homepage with too many images, icons, clip art, banners, never-ending text and so on.
What is a converting website?
A website conversion happens when a user completes a desired action on your website, like making a purchase or filling out a contact form. Every business website is built to generate conversions.
How can I make my website look professional and attractive?
10 Ways to Make Your Website More Attractive to Customers
- 1) Select a catchy domain name.
- 2) Make it Easy to Navigate.
- 3) Avoid Stock Images.
- 4) Update Your Site On a Regular Basis.
- 5) Ensure Your Site Is Responsive (Mobile-Friendly)
- 6) Provide a Detailed ‘About Us’ Page.
- 7) Improve Your Website’s Features.
How can I improve my website aesthetics?
7 Elements of an Aesthetically Pleasing Website
- Color. One of the most powerful subliminal visual tools is the deliberate use of color to influence the user experience on a website.
- Images. A picture tells a thousand words.
- Textual Content.
- Consistency & Continuity.
- White Space.
How can I increase my website content?
Five Tips for Improving Your Website Content
- Outline tangible goals. To develop effective site content, you need to sit down and outline some tangible goals.
- Use short phrases with action verbs.
- Employ a personable tone.
- Proofread everything multiple times.
- Update your content regularly.
What is a good web conversion rate?
A good conversion rate is between 2 percent and 5 percent. The thing with conversion rate is that even a jump of 0.5 percent can be a big deal. Moreover, we must mention that the top brands enjoy better results.
How do I convert my website visits to sales?
25 Hacks to Convert Your Traffic Into Leads and Sales
- Attract the right traffic.
- Keep your website design simple.
- What makes you better than competitors?
- Make your website trustworthy.
- Take reviews seriously.
- Display testimonials.
- Optimize your sales funnel.
- Write better sales copies.
How do I create a high conversion website?
7 Key Tips to Create High Converting Landing Pages
- Choose the Best Landing Page Builder.
- Go Above and Beyond With Your Value Proposition.
- Keep Things Extra Simple.
- Show People Social Proof.
- Use a Sales Pitch Video.
- Remove Navigation Elements.
- A/B Test Your Landing Page.
How should a home page look?
8 Key Features Your Homepage Should Include
- Logo 2. Navigation 3. Headline 4. CTA.
- Social Proof 6. Photos 7. Text Content 8. Footer.
What is the best website layout?
Goal-Oriented: The ideal website layout is symmetrical, clear, and orderly. Most importantly, top layouts make it clear what’s expected of visitors once they land. You can do this with negative space and prominent calls-to-action that can’t be missed.
What is the best homepage?
Introducing the 20 most popular websites
- Google. There’s no doubt that Google is the most popular search engine, but this year it remains at the top spot as the most popular website on the internet.
The 7-Second Test: How to Make Your Homepage Actually Convert
You had a game plan in mind. Supposedly, you were going to create a webpage that would convert visitors into clients. It was inevitable that those clients would turn out to be ardent admirers of your company. They would spread the word about you to all of their friends, family, and coworkers. Telling your grandchildren about your business success and riding out into the sunset on a horse named ROAS would be a highlight of your life. It was absolutely stunning, except.it never was. Your homepage may still be under construction or it may already be up and running, but it isn’t bringing you the results you’d hoped for.
You can see the pageviews pouring in, but where are the conversions taking place?
In his DM Lab class on Crafting a High-Converting Site, Ryan delves into the specifics of what a homepage must do in order to convert visitors into customers.
All that is required is that you pass the 7-Second Test.
The 7-Second Test
Yes, it does take 7 seconds to finish this exam. There is only one purpose to this test: to find out what people believe your company is about. Even if those individuals do not represent your ideal consumer, they will provide you with the information you want to design a homepage that converts well. Here’s how you’ll conduct your own 7-second test to determine how you might make improvements to your website’s homepage.
Step1: Find volunteers (friends, family members, anybody with opposable thumbs) who will help you audit your homepage
Yes, it does take 7 seconds to finish this exam successfully. In order to determine what people believe your company does, you must first conduct this survey. You will gain valuable information from those individuals even if they do not correspond to your ideal consumer. Create a webpage that converts well and use the information gained from those individuals. How to conduct your own 7-second test to see whether or not your homepage may be improved is outlined in the next section.
Step2: Tell them who your business serves
Following that, you’ll need to explain what kind of hat the person who will be auditing your homepage will be wearing. Due to the fact that you are only interested in a certain customer avatar’s assessment on your webpage, you want this individual to be aware of who they are channeling. Important to remember here is that you should avoid telling them what problem your company addresses, but rather who your company serves.
Step3: Have them review your homepage for 7 seconds
Now is the time to act. Make sure to have some of your volunteers check your desktop site and others examine your mobile homepage before you launch your campaign. Give them 7 seconds to evaluate it, and only provide them with the context of who it is intended to aid. Once the seven seconds have elapsed, ask them for their thoughts.
Step4: Ask 3 feedback questions
Ask your volunteers the following three questions while your webpage is still fresh in their minds:
- What do we do
- What problem do we address
- What action do we want you to take
- What are our expectations of you
Record their replies on a piece of paper.
It’s wishful thinking to expect that you’ll remember everything they say, and this feedback is simply too valuable to throw away without thinking about it. If you want to enhance your performance, you want every adjective used, every confusing point, and even the most severe criticism you can get.
Step5: Brainstorm key insights and action items
It’s time to put your suggestions into action. Look for trends in the replies to your three questions as you go through the responses. Did your responders quickly grasp the nature of your business, but they were unable to articulate the appropriate course of action? Perhaps some of your responses understood the problem you were attempting to tackle while others did not? Knowing what’s wrong with your homepage can help you avoid looking like Rachel’s Thanksgiving Trifle (unless your customer avatar is Joey, in which case your homepage seems to be “Goooood”).
3 Critical Questions Every Homepage Must Answer in 7 Seconds (Or Less)
According to a study conducted by Nielsen Norman Group in 2011, “users frequently abandon Web pages within 10–20 seconds, while pages with a clear value proposition may retain people’s attention for significantly longer periods of time.” It is over a decade since this data was collected, which indicates that 10 seconds is a luxury. Even if people’s attention spans have increased, you just have seven seconds to develop a “clear value proposition.” That is why every site must be able to answer three crucial questions.
- Here’s the thing about homepages: they’re a little bit of a mixed bag.
- They are not the same as landing pages or sales pages, which have a clearly defined aim.
- People are only given the opportunity to purchase on your sales page.
- Sometimes they’re serving a large number of different people, and you have to find out how to make them all pleased at the same time.
- Customers that have already purchased from us
- A prospect who has been introduced by a current client
- A hot lead who is eager to buy and who is conducting speedy research
This is why creating a homepage is so difficult, and why you’ve been working to “get it exactly right” all this time. As Ryan recounts in his Workshop, when he made his first internet sale in 1999, all he required was a header and some content to complete the transaction. Homepages didn’t even require a logo or branding to be effective in converting visitors into customers. Today, things are very different. Over the course of decades, Google has investigated what makes a successful homepage, and they’ve reduced it down to the Zero Moment of Truth.
The Role of a Homepage
In retail, the First Moment of Truth occurs when a customer first sees your product displayed on a store shelf. When someone views it on an ecommerce page or a sales page, it is considered a conversion in the digital world. Those who choose to go backward from this moment are the ones who have created the Zero Moment of Truth. When a customer is on your ecommerce or sales page and chooses to move to your homepage, they have reached the Zero Moment of Truth for that particular business. They’ve gone backwards in order to conduct background study on your firm before purchasing your goods.
As Ryan notes, “A fantastic site will not close the deal, but it will almost certainly lose the transaction.” People will leave your website if they see something incorrect on your homepage.
That is why having a page that converts well is important. According to the Zero Moment of Truth, your webpage serves three functions:
You’ll be able to accomplish these responsibilities by determining what type of webpage you require. There are three types of homepages that we’ll discuss in further detail in the next section, each of which is created for a distinct purpose.
3 Types of Homepages
The same as with clothes, there is no such thing as a “one-size-fits-all” homepage template that is appropriate for any business. There are those of you who will not be able to use such one-size-fits-all templates. Let’s make sure you’re constructing a homepage that is appropriate for your company by limiting the options to three categories.
1: Transactional Homepages
A call to action is included on the homepage of a transactional website, and it is intended to elicit action. As the name indicates, you’re hoping to complete a transaction (even if it’s as simple as signing up for a free trial) on your computer. Even though your site is most likely a transactional homepage, we’ll show you the other alternatives just in case you need them. The Recess.io homepage, for example, is an example of a transactional homepage:
2: Categorical Homepages
Categorical homepages categorize people based on which of your customer avatars they represent on the site. These kind of homepages are perfect for marketplaces and enterprises that cater to a variety of customer types. The user is asked to identify which of your customer avatars they are on a categorized webpage, which is a form of survey. For example, Uber uses the same platform to service both passengers and drivers. As an illustration, here’s a category site from Beepi, a platform for selling and buying automobiles:
3: Consumption Homepages
The purpose of a consumption homepage is to maximize the amount of time visitors spend on the page and the number of people who read it. Consumption homepages are typically associated with media firms, as is the case now. In the absence of calls to action, these homepages are no longer regarded to be highly effective conversion generators. Remember the days when having your blog serve as your homepage was all the rage? It was back then. That’s right. don’t do it anymore. Take this example of a consumption webpage from The Wall Street Journal as an illustration: The most of the time, you can concentrate on transactional homepages.
Here’s a quick review of what happened.
- How to do a seven-second test
- The three important questions that your site must answer (in seven seconds or less)
- The function of your home page. The three categories of homepages are as follows:
It’s time to put your homepage’s main message together in your own words.
Crafting Your Homepage’s Core Message
Take a seat on your meditation cushion, light some incense, turn on your Tibetan bowl soundtrack, and focus on the fundamental message of your company. Perhaps you could utilize that time to devote more attention to your life’s mission instead. As Wayne Oates so eloquently put it, “Everything you need is already in your possession.” We had no clue he was so knowledgeable about homepages until he shared his knowledge with the rest of the globe. Yes, it is correct. You really already have everything you need to build a high-converting homepage—just like you already have everything you need within you to achieve your objectives.
You’ll know whether you’ve missed the point on your main message based on the feedback you receive from your 7-second test.
In the unlikely event that you passed the test with flying colors, it’s likely that you’ll need to go over your core messaging one more time. The essential message of your webpage is as simple as being clear on three points:
- Identifying your target audience
- Identifying the amount of awareness of your target audience
- Choosing your primary call to action
1: Clarifying your audience
You may use the Customer Avatar Worksheet to get to know your customers better than you ever have before by creating a customer avatar. This DigitalMarketer-created spreadsheet (yeah, we’re braggadocio) has assisted hundreds of business owners in determining who they’re marketing to by examining everything from their goals and values to their obstacles and pain areas.
2: Determining your audience’s awareness level
Visitors to your homepage are either aware of an issue or considering which solution is ideal for them at the time of their visit (sorry to remind you about the competition). Your audience is seeking for optimism and clarity, whether it’s the first time they’ve contacted you through your website or it’s the Zero Moment of Truth for them in their lives. They’re scrutinizing you from every angle and determining whether or not you’re the person they can rely on to assist them in solving their problem.
3: Selecting your primary CTA
There is no such thing as a Transactional Homepage unless there is a call to action on the page. Your call to action is the section on your website’s homepage where you guide users in the appropriate route. Following the fundamentals of demonstrating to them “What is it?” and “Why should I care?” your CTA encourages them to take action by promoting “What now?” It is not necessary for your call to action to result in a direct sale. It might be in exchange for a lead magnet, a free trial, or joining up for a free product, amongst other options.
- It’s time to say something that will stay in your memory forever.
- Your homepage should contain a single principal call to action (CTA).
- Isn’t it true that your homepage is complete and ready to go live?
- We wouldn’t even be marketers if we didn’t advise you to try it again and again and again.
- If you compare this time to the previous time, you will see *significant* improvements, and you may even receive that ideal feedback.
- If you do, then get out there and make things happen. As an alternative, go live and continue to improve your webpage as you go (construct that airplane in the sky!).
And, as the brilliant marketer that you are, you should keep testing that page. Test your content, your photos, your colors, your buttons, and anything else. High-converting homepages are not created overnight, just like your company ideas are not created overnight. It takes effort, but isn’t that what makes it so much more rewarding in the final analysis? (We’re not quite certain about this, but since we haven’t discovered the marketing world’s equivalent of steroids yet, we’re continuing to do things the old-fashioned way.) Make use of the 7-second test to develop the high-converting homepage you’ve always suspected you were capable of creating for your business.
How to Design a Homepage That Converts
First impressions are important. Whenever someone comes to your website, the first thing they’ll see is the homepage of your website. Depending on how your homepage is set up, it might either increase or decrease conversion rates. I am well aware of the amount of time and work it takes to increase your search engine ranking and attract more visitors to your website. For those of you who are witnessing an increase in website traffic but a decrease in conversions, it may be time to examine your homepage.
- What’s the best place to begin?
- Selecting the first attraction that guests should visit is a challenging decision.
- I’ve worked with a large number of businesses to redesign their websites.
- If you implement these suggestions, your homepage will transform into a conversion-boosting powerhouse.
Keep it simple
Simple website designs have greater conversion rates than complex ones. For reasons that I briefly mentioned above, some websites attempt to squeeze as much information as possible into a limited amount of space on their homepages. This is where they will display all of their products and services as well as any accolades, affiliations, contact information, and anything else you can think of. If this describes your homepage, streamlining your design should be the first item on your to-do list.
- Here’s a design from theMinthomepage that you might like: You see how successful this is, don’t you?
- Because there is very little content on the website, it is very easy for visitors to scan the page and concentrate on the headlines.
- It’s a call-to-action (CTA) button that encourages visitors to sign up for a free account with them.
- For reasons that I briefly mentioned above, some websites attempt to squeeze as much information as possible into a limited amount of space on their homepages.
- If this describes your homepage, streamlining your design should be the first thing on your to-do list.
- Examine the following design from theMinthomepage.
- There are just four options available on the menu bar at the top of the page.
On the centre of the screen, there is a clear focal point of focus. They use it as a “call to action” button to encourage people to join up for a free account with them. You may have never heard of this firm before, but their website design makes it clear what they can do to assist their customers:
Focus on speed
The speed with which your website loads has a significant influence on your conversion rates. If your website loads too slowly, it will have a negative impact on your conversions. People have a short attention span. In today’s digital world, we’ve grown accustomed to receiving material at breakneck speed. If a website does not load within a reasonable amount of time, the bounce rate will likely increase. The amount of time it takes for your website to load is directly related to the previous item I discussed.
The use of large amounts of images, big blocks of text, sophisticated menus, a lot of colors, flashing lights, and other needless components may slow down the loading time of your website significantly.
I’d like to have a look at your site hosting services.
It is worthwhile to pay the extra money to guarantee that your website does not crash or has difficulty loading pages, particularly on the homepage of your website.
Use quality images
When it comes to conversion rates, speed is everything. It is impossible to increase conversions if your website loads too slowly. People are impatient with one other and with their thoughts. Getting stuff at rapid speed has become standard in today’s digital world. Increasing the bounce rate of a website is likely if it does not load instantly. The amount of time it takes for your website to load is directly related to the prior point I made. Websites that are easy to navigate load more quickly than complex ones.
How do you handle the situation where your website has a straightforward design but yet takes a long time to fully load?
If you select the lowest option for hosting your website, it may seem like a good deal, but you get what you pay for.
Over time, the increase in website traffic and the rise in conversions will more than compensate for the additional expenditures.
Run A/B tests
Consider the following scenario: you’ve made some adjustments to your homepage and you’ve observed an increase in conversions. That’s fantastic news. Is this a sign that you’re finished? In no way, shape, or form. Even if your conversions may have grown, you aren’t sure if you have hit your maximum potential yet. Continue to strive to make your website better. A/B testing your homepage design is one of the most effective techniques to determine whether you have the most ideal design for your website.
- For example: One design is displayed to 50% of your traffic, while the other 50% is displayed to the remaining 50%.
- Otherwise, you won’t be able to tell which component had an influence on the outcomes.
- A sample A/B test from theSim Cityhomepage is shown below: Pay close attention to the differences between the two variants.
- Because of this, the streamlined version saw a 43 percent boost in the number of people who checked out.
- Because the variation was much simpler, it was easier for users to concentrate on the checkout process.
- Businesses are frequently persuaded that a promotional offer, such as the one above providing $20 off a purchase, would aid in the growth of sales and conversions to their website.
- When it comes to doing A/B testing, the choices are virtually limitless.
- If you previously tested the wording of your CTA button, the following step is to test the color.
- You may even experiment with other photos to see which one transforms the best.
The tests should be carried out for as long as necessary until you are certain that your results are correct. Keep these tests from getting in the way of making other enhancements to your homepage, such as simplifying the design or boosting the loading time.
Make sure your call to action is clear
Your call to action (CTA) has been addressed a few times throughout this guide, but it is so crucial that it deserves to be discussed in greater depth. If your call-to-action (CTA) is not prominently displayed on your homepage, you shouldn’t expect to see high conversion rates. Many websites overlook their call-to-action (CTA) buttons, despite the fact that they are very important: I’m really taken aback by these figures. In total, fewer than half of all websites contain a call-to-action (CTA) that can be reached in less than three seconds.
- If it isn’t immediately apparent, they will go on.
- When there are few distractions on your website, the visitor’s attention will be drawn directly to your call to action (CTA).
- In all examples, call-to-action buttons may be found in a matter of seconds by simply scrolling down the page.
- The design of this webpage is incredibly straightforward, and the call-to-action is easily discernible.
- There should be only one call to action on your homepage.
- However, when it comes to converting visitors into customers, the call-to-action button must be obvious:
- Sign up today
- Subscribe now
- Become a member for free
- Click here to learn more
- Shop now to receive a 20 percent discount on your order
All of these are excellent call-to-actions for a homepage. If, on the other hand, they are all utilized at the same time, they will be ineffective. This causes confusion among site visitors and reduces the number of conversions you get from each one. Concentrate on the most advantageous course of action.
Optimize your website for mobile devices
It’s fantastic if your website runs well on a desktop computer, but that alone will not suffice if you want to achieve the maximum potential conversion rates. Your homepage must be customized for mobile devices such as smartphones and tablets. Earlier, I talked about the significance of being fast. If your website takes an excessive amount of time to load, people will quit the page. Obviously, this will have a negative impact on your conversion rates. The majority of Internet consumers want your mobile page to launch in less than two seconds, according to a recent study.
However, it is much more critical in the case of ecommerce companies.
If you don’t have a mobile-friendly ecommerce store, you’re missing out on a significant section of the marketplace.
If you want to get the greatest potential conversion rates, it’s not enough to simply have a website that functions well on a desktop. A mobile-friendly version of your website’s homepage is required. Before, I talked about how important it is to move quickly. Users will abandon your page if it takes too long for it to load. As a result, your conversion rates will be slashed to pieces. Users anticipate your mobile page to load in less than two seconds for half of all Internet users. Optimization for mobile devices is critical for all websites in every business.
For one thing, cellphones are used by the vast majority of internet buyers. If you have an ecommerce store that is not mobile-friendly, you are missing out on a significant percentage of the market. Optimizing your homepage for mobile consumers should be a top priority for your business.
6 Actionable Strategies For a Homepage that Actually Converts
The homepage of your website is, without a doubt, the most significant page on it. After all, they serve as a sort of welcome mat for the rest of society. Even if you have the most amazing blog on the planet or the most innovative product ever created, if people don’t scroll past your homepage, they won’t see anything else. And now for the real kicker. In order to captivate your visitor’s interest, you have around 8.5 seconds before they press the back button and depart your site. Maintaining their attention on the site is a challenging task in and of itself, let alone influencing them to convert.
It’s not magic: if you follow a few essential concepts, which I’ll describe in this blog article, you’ll be well on your way to being a homepage champion in no time at all.
The Goal of a Home Page
Before I begin and go into what you can do today to improve the conversion rate of your homepage, I believe it’s critical that we first understand why you have a homepage in the first place. As you can see, I feel that the base of the problem is a lack of knowledge of the purpose of a website’s homepage. Consider what many people believe a homepage is intended for:
- To begin, I believe it is critical that we grasp the true reasons for having a site before diving into what you can do now to improve your homepage’s conversion rates. As you can see, I feel that the base of the problem is a misunderstanding of the purpose of a website’s homepage. For example, many individuals believe that their webpage serves the following purposes:
Unfortunately, this is not entirely correct. The sole purpose of a home page is to serve as a gateway for new visitors who are interested in converting. It shouldn’t be anything more than that (and bringing up your company won’t help either). A homepage should include the following elements, which are described in greater detail below:
- Be customized to a certain audience rather than attempting to reach everyone
- Showcase a single, very specific product or service (the exception being e-commerce, which allows you to exhibit several things)
- Make a clear statement about the advantages of the product or service being marketed.
As you begin to read this post, I’d like you to put aside any preconceived notions that a homepage should serve as a brochure or a presentation of everything your firm does, and replace them with reality. Consider it and treat it as if it were a single-purpose landing page.Now that you have a better understanding of the underlying aims of a homepage, let’s look at six practical ways you can enhance yours right away.
1. Get Rid of Sliders and Carousels
Sliders, carousels, and accordions (or whatever you want to call them) are some of the worst user interface and user experience ideas ever made. Seriously. In recent years, a slew of studies have been published demonstrating that they are completely ineffective, and even worse, that they are detrimental to conversion rates.
A real-world example of an auto-rotating slider:
According to a research conducted by the Neilsen Norman Group, not only are sliders considered to be inconvenient (with slides frequently interfering with a visitor’s ability to comprehend the material), but they are also frequently misunderstood as adverts and are thus entirely disregarded. After all, if they’re that horrible, how come they’re so popular? The solution is shockingly straightforward. On a single page, sliders have the capacity to communicate a variety of distinct signals to the user.
- What is the most straightforward option when a company’s several departments all want to be equally represented on the corporate website? Slides
- What happens when a firm offers a variety of services and want to advertise all of them equally? It is once again necessary to employ sliders. And let us not forget about e-commerce companies that are particularly guilty of employing carousels or sliders when they have many specials running at the same time.
Sliders, in my opinion, are the solution for the indecisive marketer when it comes to the home page: Are you stumped as to what graphics and texts to display? Let’s put on a show for them all! The problem is that they simply do not function.
However, because it takes too much time and nobody is waiting around for the 6th panel to appear, the last slides are exceedingly unlikely to receive any attention at all. It’s a formula for catastrophe, to say the least. So, what’s the bottom line, exactly? Remove your sliders from your vehicle.
2. Focus on a Single Conversion Goal
What are the characteristics of effective landing pages? They concentrate on a single goal, which is the conversion of a single unique target consumer. Similar principles should be used to your site; instead of displaying ALL of your services and company information, concentrate on what is most important and eliminate anything that is not directly relevant to your aim. For example, if your site has corporate news (which is actually only valuable to investors and shareholders), remove it because it will neither help you convert nor will it immediately enhance conversions.
Do you see what I’m saying?
A welcome gate has a simple purpose: it should pique the interest of visitors long enough to encourage them to learn more about your company and ultimately convert them into paying customers.
- Create a powerful, attention-grabbing headline at the top of the page to get them to read your content. The title should clearly state the benefits of your product, but it should be concise and to the point. Expand the title by adding further insight into your offer and advantages in one or two words behind the headline, utilizing a lower font size. Include a clear and prominent call to action on your website. This will most likely be a large button in a brightly colored contrast that urges users to perform the desired action. Include a picture or video that is related to your offer and describes it
It is important to note that the items listed above will be positioned at the top of the page, above the fold. It is entirely up to you whether or not to include further supporting information. The extent to which you will be required to do so will depend on the intricacy of your offer.
A real-world example of the proven homepage structure:
The upper area of Splash’s homepage is considerably longer than what is displayed in the picture above, but you’ll see in this section that they have a firm grasp on the need of good homepage architecture that is focused on a single aim. In addition to explaining their goods in greater detail, the information that is provided below the fold reinforces the information that is provided above the fold.
3. Address Your Customers’ Pain Points, Not your Own Story
The majority of companies and company owners who have a website believe they must communicate about themselves: what they do, how they got started, and so on. Although this is not totally inaccurate, and you may choose to add this information elsewhere on your website, the fact is that the vast majority of visitors are uninterested in this type of information. At the end of the day, visitors and potential customers are interested in learning how you can assist them. The vast majority of visitors to your website will be uninterested in your solution or product in the first place.
Take, for example, Consider the following scenario: your car’s engine has failed.
Is it enough for you to merely have your engine back in working order and to be able to drive your automobile again?
Make sure to stay away from writing copy that is all about you or your organization – this is known as “We-We Copy.” Instead, concentrate on the advantages you bring to your consumers and make it evident that you are capable of solving their difficulties. Make it about them, not about you!
A real-world example of a homepage with We-We copy:
We-We copy is quite frequent among service firms and should be avoided at all costs. The marketing agency in the example above might significantly enhance their content by concentrating on the potential client and how they can solve their problems better than anybody else, rather than on themselves. As it is, this is simply corporate boilerplate, similar to what you’d get on any other website. It’s tedious, and it’s not really effective.
4. Get Visual to Stand Out from Competitors
Avoid using the We-We copy phrase, which is quite frequent among service businesses. Focusing on the target consumer and how they can solve their problems better than anybody else might make a significant difference in the text of the marketing agency above. The current version is simply corporate language that can be found on any other website, and nothing more. Distracting as well as being ineffective.
A real-world example of a non-visual homepage:
Base, one of my favorite customer relationship management (CRM) tools, has a stunning design and a highly intuitive user interface. I first joined up for the program a few months ago primarily for these reasons. The company’s webpage, as you can see in the picture above, does not contain any screenshots or videos of their product. To put it another way, folks must first join up to see if they like it. As a user, I find this to be a disgrace because their user interface is, in my view, one of their strongest selling features.
5. Don’t Skip the Sales Process
Approximately 96 percent of visitors that come to your website are not ready to make a purchase at that time. Individuals want to discover more about your product, understand what it’s all about, and perhaps even test it out before making a purchasing choice. You wouldn’t buy a perfume if you didn’t know what it smelled like, now would you? Having said that, many businesses will attempt to close the transaction on their first encounter with customers. Although that is how their website is designed, it is not how the vast majority of people act.
What does this signify for the future of your website?
People will not buy your product if they do not understand how to use it to their advantage, and you will not succeed by constantly pressuring and forcing them to buy.
The following is a practical strategy for educating your visitors: Make sure you include a “Learn More” button next to your registration buttons, so that visitors may book a demo or read more particular details about your products or services.
Respond to people’s worries, solve their issues, and educate them. If they like what they see, they will make a purchase.
A real-world example of a homepage that educates visitors:
Intent popups with an exit intent are handled by Bounce Exchange, a robust mechanism. They have a premium price point, and they are well aware that their target consumers have slightly more sophisticated decision processes as compared to tiny businesses that are quite nimble. As a result, rather of requesting that visitors join up and purchase straight away, their webpage concentrates on a play button that, when clicked, launches a demonstration video. They will be able to effectively educate prospects on their solution in this manner.
In short, the above-the-fold CTA on this webpage (see strategy2 above) is intended to educate visitors rather than to generate paid conversions.
6. Don’t Try to Innovate
Though “don’t attempt to be innovative” is not a phrase you will hear me repeat very often, it is frequently advisable to stick with what works when it comes to the homepage of your website and the user experience that it provides. Sometimes businesses opt to go all out with their website design, including wacky animations, extremely engaging user experiences, and amazing effects, among other things. The difficulty with that, though, is as follows. Unique or creative user experiences are visually appealing, but they are not what the majority of visitors are accustomed to engaging with.
“Acquaintance is essential if you want to ensure that visitors have a modest learning curve while yet experiencing a natural flow.” ”
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In the event that individuals have difficulty figuring out how to utilize your website or if they are required to think a little harder than they are accustomed to doing during their ordinary browsing experiences, you will lose them and your conversion rate will be at rock-bottom levels. Pursue an industry-standard website layout that includes an upper-level navigation bar, headlines and subheadlines below it, and content in between. Get rid of any animations or fancy effects that aren’t necessary other than to make the website appear nice – they frequently get in the way of providing a decent user experience.
A real-world example of a homepage doing too much:
Theologos’ website serves as an excellent illustration of what not to do. First and foremost, the website is entirely in Flash and features an introduction that cannot be ignored. The site will not be visible on most mobile phones, and virtually everyone will leave since no one will have the patience to go through a 10-second lengthy intro and browse a Flash-based site. In addition, it is nearly hard to navigate through the site without becoming lost.
Using your cursor to hover over the flowers (above) will reveal cryptic page names (and takes over 5 seconds – way too long). If you really want to nail the fundamentals, you should put an emphasis on the clarity, usability, and speed of your site.
The Bottom Line?
Homepages will never be as effective as bespoke landing sites that are tailored to specific traffic sources and audiences; nevertheless, this does not rule out the possibility of using them in conjunction with other marketing efforts. After all, your website’s homepage is still one of the most significant sites on the whole internet. A significant error would be to ignore the warning. Maintaining a basic, clean, and primarily focused on one part of your organization on your site is essential for increasing conversions.
Which of the approaches listed above has proven to be the most effective for YOUR homepage?
Raffael Paulin-Daigle is an entrepreneur and full stack marketer that specializes in conversion rate optimization.
His objective is to teach entrepreneurs and startup owners on how to get started with conversion optimization and how to measure its effectiveness.
How to Design a Home Page That Converts
The most crucial page on your website is the one that greets visitors. When you look at the traffic data of almost any website, you will see that the main page receives far more traffic than any other page. Because the majority of people link to your home page, your home page has the highest chance of ranking well in the search engines as well (as do your internal pages). So it’s best if you do a decent job. Here’s how to create a home page that will turn visitors into customers. This is the technique I employ when reviewing or building home pages for my clients.
- Draw up a buyer persona map
- Develop a value proposition
- Establish an emotional bond
- Employ appropriate graphics
- Identify the most desired action
- Develop a call to action. Write copy that is focused on the user
- Integrate components of trust
- Check the length of the test
- Check the speed of the load
I’ll go through each of these things in further detail below.
Let’s start with the obvious stuff
People expect to see your logo in the upper left corner of the screen. Every internal page may be accessed by clicking on the logo, which brings you to the main page. Make no attempt to meddle with it. You don’t have to spend a lot of money on a logo designer. Text logos are equally as effective as graphic logos, but at a fraction of the expense. Text may be used to make a visually appealing logo. Choose a stunning typeface and a backdrop color that you prefer – and there you have it! This logo for an imagined firm was created in 15 minutes by an Edicyto designer using only the following elements: Tajo OjaNavigation is credited with this image.
- It’s not necessary to be creative here; established layouts work best.
- Individuals do not require a menu to determine where the “contact” link is located – by default, they seek for it at the end of a horizontal menu or at the bottom of a vertical menu.
- Keep things basic and straightforward: The Personal MBA menu consists of the following items: Isn’t everything very clear?
- Examine a meal that has gone horribly wrong now.
Is this a clever innovation? Not! They need you to move your mouse cursor over a number in order to see which link it is. Not many people will have the patience to do so: Visitors anticipate seeing your contact information at the footer of your website. Check to see whether it’s there.
Mapping buyer personas
What are buyer personas, and how do they work? In essence, buyer personas are representations of a certain set of potential clients, an archetypal individual who you wish to target with your marketing. In order to break away from an egocentric point of view, you should optimize your website for buyer personas. This will allow you to communicate to consumers about their requirements and goals. People are concerned with themselves and with solutions to their issues, which is why buyer personas are so important for marketing success in today’s world.
- Essentially, it is about understanding who you are selling to, what their circumstance is, what they are thinking, what their requirements and hesitations are, and how to communicate effectively with them.
- RightNow Technologies saw a fourfold boost in conversions after developing a persona-focused website.
- The reality is that most businesses have just the most rudimentary understanding of the factors that influence purchasing decisions.
- In order to have a better understanding of the customer’s mindset, you need create a buyer persona.
- More information on this may be found in The Buyer Persona Manifesto (PDF) (free pdf).
- Check it out if you haven’t already.
- While this is true in many cases, certain goods are better characterized by the task they perform than than by the clients they serve.
This is the most significant section of your home page’s navigation. Your value proposition is a succinct block of text (a headline, a sub-headline, and perhaps a few bullet points) that should solve the following issues:
- What is the purpose of this website
- What am I supposed to do in this situation? What is the benefit to me personally? Justify why I should buy from you rather than from your competitors.
The attention span and patience of the general public are quite short. Attention-deficit disorder affects people all around the world. They will abandon your site if they do not receive the information they want from your home page within seconds. Nobody will even make an attempt to grasp what you’re talking about, let alone read huge pages of text. In the event that you haven’t captured their attention on your home page, you’ve lost them. There are a variety of approaches that may be used to develop and deliver your value proposition.
- A bold title that clearly states what it is and who it is intended for
- A particular, benefit-oriented paragraph detailing the service is included below the fold. A large graphic to accompany the text
What I’d do differently What I enjoy about its value proposition is that it is 300 milligrams.
- The headline is large and clear, and it is impossible to miss
- A particular, benefit-oriented paragraph detailing the service is included below the fold. The use of visuals to support the text
What I’d do differently
- Increase the font size of the descriptive text and delete the mention of the firm name from the text, if applicable (needless waste of space). As with the second sentence, I’d make the first sentence more user-focused as well. Make the image more understandable by including informative arrows and phrases, for example.
Dowce.com improved their value proposition by changing the phrasing of their headline and adding bullet points, which resulted in a 24.5 percent increase in conversions.
Build a connection
Let’s try a little workout. I will not ask you to write anything down, but I will ask you to make a mental note of anything. What is your height? How much do you weigh in pounds? What kind of terrain do you prefer to walk on (city streets, gravel, etc.)? Let’s imagine I’m in the business of selling shoes and you’re in need of a pair. There are two possibilities available to you. The first pair is intended for people of all ages. The second one is specifically built for persons your height and weight, as well as for walking on terrain similar to that which you are accustomed to.
- Which pair are you planning to purchase?
- This is why you must clearly declare who your product or service is intended for, and you must be truthful in doing so.
- The practice of speaking to everyone in your content is effective for nearly no one.
- They have taken the target audience into consideration while developing their value offer.
- If your present product does not target to a certain consumer group, I urge that you re-evaluate your business model and marketing strategy.
Most wanted action
It’s important to remember the paradox of choice: the more options you give someone, the simpler it is for them to pick nothing. The inability to choose paralyzes. If you believe that visitors will take the time to find out where to click next, you are mistaken. It is difficult to think, therefore you should avoid making your consumers think. Instead, make it very obvious what the next step is that you want them to take. When they modified the home page to focus on a single action, they saw that the users did precisely what they had intended them to do in the first place.
- Before you can accomplish that, you must first determine what the appropriate action is!
- Prior to asking for a commitment, it is generally a good idea to send them to further information about your business or to view a demo (signup, purchase etc).
- It’s about focusing on what people truly want and delivering it to them in the sequence in which they want it.
- Take a look at the screenshots above; you’ll notice that they all make this error (Campaign Monitor does offer View Features button too).
- You may, of course, include a buy/sign-up button; however, you should consider making it less visible and focusing on a different step.
- Direct customers to the next logical stage in their usage lifecycle by providing them with clear instructions.
- One firm raised sign-ups by 350 percent after removing the sign-up call to action from the top of the webpage.
- They have entirely eliminated the friction that is often associated with any type of enrollment, whether it is free or not.
So, how can they encourage people to sign up? After a few minutes of experimenting, they invite you to register in order to store your progress. By this point, you’ve played about with it and discovered that you’re in love with it.
Call to action
The language used in a call to action is quite important. I have yet to witness a case study in which a phrase including the word “purchase” performed the best in terms of conversion. In e-commerce, the phrase “add to cart” kicks the buttocks of the phrase “purchase now.” An experiment in which they modified the text “Buy SMS Credits” to “View SMS Prices” resulted in an increase in conversions. This tweak, together with modest trust-building features, resulted in a 37.6 percent increase in total conversion rate improvement.
Put your call to action through its paces.
Avoid using meaningless phrases such as’submit.’ Scrapblog:Icondock:
Copywriting is extremely essential and is a massive topic in and of itself. Here’s a piece of advice. The majority of visitors to your website are already aware of what they are searching for in a product or service. If they come across anything that appears to be comparable to what they are looking for, they will follow it (read more, buy etc). Because of this, it is critical to provide essential information in the precise language that your consumers would use to express themselves. When you chat to your consumers about your products, pay attention to the terminology and specific terms they use to describe them.
The keywords I’m searching for when browsing different websites when seeking for a project management software that includes features such as task assignment, time tracking, and client management are the ones I’m looking for.
Above the fold and below the fold
The portion of a page that is accessible without scrolling is referred to as the “above the fold.” Even when people scroll and aren’t frightened of it, make sure the most critical items are displayed even when they aren’t scrolled: Ideally, the content above the fold provides answers to the most often asked queries by visitors, with the remainder serving as extra reading. The length of the section below the fold is mostly determined by the nature of your business. The guys over at Pipedrivetold me that when they reduced the size of their home page, their conversions increased by threefold.
Make the contact information visible
One of the most important factors in increasing the trustworthiness of your website is making it easy to access contact information. Display your contact information, such as email, phone, and live chat, on every page. Following the addition of a phone line to their website, LessAccounting observed a 1.8 percent boost in conversions. It was discovered that when flowradded a phone number to their site, they saw a modest rise in conversions.
Leave room for text
It is not a good idea to ignore search engines. For the same reason I indicated at the outset, your home page has the highest chance of ranking well in search engines out of all the pages on your site. But this will not happen until there is a significant volume of content on the page (500 words or more).
Also, make advantage of the space below the fold for search engine optimization – provide informative content about your products and services, and answer any queries that consumers may have, but make sure the material is optimized for search engines. If there is no text, there is no rating.
Everything about a thousand words is true. According to neuroscientific research, people “get” images hundreds of times faster than they “get” text (our reptile brain doesn’t even know how to read, by the way). I am a great believer that employing visuals to enhance any value offer is a very effective strategy. Consider what this website would look like without the large image: Blu Homes sells prefabricated homes, and no one is likely to buy one without first seeing it in their own hands. The picture above may be described in about as many words you think is necessary.
- Even if you sell something that is less tangible, such as software, people want to get a sense of what it is like.
- I believe that video is particularly useful for more complex products because watching a 1:30 minute video is less of a hassle for the user than reading a long section of text.
- Dropbox saw an increase in conversions after including a video on their main page.
- Yobongo experienced a 70.9 percent increase in conversions after changing their video thumbnail.
Trust and security
People will not purchase from you if they do not believe in you. As an added bonus to displaying your contact information, it’s a good idea to provide trust indicators to avoid friction between parties. Here’s what Ice.com has to say about themselves in their footer: Take note of the statement of a money-back guarantee, the phrase “trusted since 1999,” and the presence of two trust emblems.
Don’t ignore load speed
It is important to move quickly. Slow websites induce annoyance and lead to visitors abandoning them, which obviously has a negative impact on conversions. Conversions are increased when websites are made faster. Google is aware of this and has incorporated site speed into its algorithm as one of the ranking variables. Page Speed Onlinetool, provided by Google, is excellent for providing you with information about your site’s performance and what you can do to make it quicker. You may understand which pages on your site are underperforming by using Google Analytics’ Site Speed report, which will help you identify which pages on your site are underperforming so that you can solve this possible barrier to your conversions.
It’s never done
Your home page should be a dynamic, breathing creature that is always changing. Continue to test several possibilities to determine what creates the difference.
Tests are not just about converting more clients, but they are also about learning from the process. Identify the reasons why a change was effective and what you can learn from it that you can use elsewhere in your organization.