Did you miss my previous post… “What the Hell is a Conversion Rate Anyway?“?
One element focused on is the landing page of the website, most likely this being the homepage. Rogers (2008) recommends keeping the landing page wording simple or viewers to quickly skim to receive the message. He also mentions it is best to avoid a ton of copy, images or distracting moving objects. The copy you do have on the landing page should be easy to read and should state a clear benefit quickly to the user (Rogers, 2008 Download PDF). By simplifying the message on the landing page the user can be funneled to make the next step in the conversion process quickly.
Call to Action
Call to actions are phrases are used as the backbone of the conversion process. These phrases can be in the form of copy or an image on your homepage and throughout the entire site. It shows a road map of where the user needs to go in order to convert. These call to action phrases are adapted to the company and industry and can have 100’s of variations (Eecher pg 521).
Call to action phrases can be as simple as
- Click here
- Sign up for our Newsletter Here
- Add to Cart
- Subscribe Here
- Contact Us
Call to action phrases have the same requirements as other copy on the website, clear and concise (Rogers 2001). When the user completes one of these calls to actions, it’s considered a conversion. Since call to actions is variable, these can be tested and changed for increased optimization.
Great article on Call To Actions here.
The colors of the website can change emotional state of the viewer (Chin-Chan, 2009 Download PDF). According to Chin-Chan (2009) website views exposed to red light on the screen can experience high blood pressure and higher amount of blinks compared to that of blue light. Chin-Chan also suggests studies have showed viewers favor blue and green hues over red and yellow. We have all landed on a website that was so bright we had to bounce before we got an extreme headache. Many websites offer amazing color combinations that you can view on screen to get a sense of how these different color combinations would make someone fell when seeing them. To get an idea of different color combinations you could use visit Dribbble.com or colllor.com to explore different options.
Check out the rest of the conversion series below:
- What the Hell is Conversion rate anyway?
- Design for Conversion, Quick Changes for more clients.
- Credibility vs Website Conversion Rates Exposed.
- Website Conversion, Split vs Multivariate Testing
- Human Testing & Website Conversion