Internet Marketing Calendar: Optimize/Review Your Home Page and Landing Pages
Conversion Rate Optimization is the continual process of making your Website and landing pages generate better results from your visitor traffic. For example, more leads, opt-ins, and more sales. Take a hard look at the following elements on your web pages:
- Call to Action
- Button Look
- Button Text
- Button Location
- Press Quotes
- Flow Through Process
Where do your eyes go first?
A visitor to your web site typically has an attention span of a ferret that has had three pots of coffee. That means your web site must grab their attention within a very short amount of time. Make sure the first thing they see is something interesting enough to buy you more time to get your message across.
Do you know right away what this web site is about?
If there are too many distractions, a site visitor may not ever know what you are
selling. Be sure your landing page (or pages) are making a clear and concise effort to state the sites purpose. Long and bulky paragraphs are likely to get skipped. Try breaking up your copy into smaller sections that get the point across quickly. Should you find yourself in need of saying more than necessary in order to cover all of your products and services, consider building some Micro Sites to serve as a more focused platform for the delivery of those details.
Can you easily find the benefits of the products and services being offered?
A visitor to your site wants to learn as much as possible about the benefits of your product or service. Features are important, but the most important thing a visitor can take away is a sense that your product or service will make an impact and influence their decision to choose you.
Is there a clear call to action?
If customers like what they see, it is important to move them along to contacting you quickly. There should be a prominent, clear call to action on your site pages encouraging that interaction. Your call to action may say “buy now”, “learn more”, “get a free quote” or “contact us today”. Make sure that you are not sending mixed messages with too many calls to action. Choose one or two that matter most and make them easy to find.
Are the colors and images pleasing to the eye?
If your web site is too busy or jarring, you will lose visitors. Take a little time to coordinate colors and to implement high quality images that add to your message.
Is the font easy to read?
Make sure your font is easy to read and is not distracting. Hurting a readers eyes will have them leaving your web site in a hurry. There’s no need to get fancy, just stick with a simple, sans serif font with a contrasting color to the background. Not everyone has a monitor as big as their television, consider keeping things simple in order to bring readability to as many visitors as possible.
Visitors who feel personally connected will be more likely to stick around and become a customer. Tell your story, and tell them why you are the right choice.
Is there an easy way to contact the business?
If your web site does its job, you will likely have interested prospects who want to learn more or simply have a few questions. Make sure they have an easy way to contact you. Potential customers also want to know that they will be able to get a hold of you if needed in the future.
Do you feel personally connected?
Visitors who feel personally connected will be more likely to stick around and become a customer. Tell your story, and tell them why you are the right choice. You can personally connect with your visitors by being honest, using a conversational writing style and including real testimonials from other customers.
Are there links to social media?
Social media allows you to communicate with your target audience and gain new prospects. Include links to your blog, Facebook, Twitter and other social media sites. Make it easy for everyone to find you in the social media landscape. Even if they don’t fill out your contact form, they may choose to follow you in some fashion and contact you in the future.
Your web site is very much the virtual storefront to your business. Taking the time to ensure it is clean, clear, friendly and effective will guarantee a pleasant experience for your visitors and get more prospective sales in your in box.