Maximizing website conversion rates remains one of the single biggest challenges for marketers today. Effective SEO and PPC can significantly increase website traffic. But raking high on search engines and driving website traffic is just the first step. Your site needs to keep visitors’ attention, convey the value of your offer and compel them to take a desired action — complete a form, download a document, or call your business.
If your website conversion rates are lacking, your landing page design may require an overhaul. The question you have to ask yourself is: how many leads or sales are you losing due to sub-par landing page design?
The good news is website conversion rates are something you can directly impact and improve. Even small landing page design changes can dramatically impact visitor engagement and conversion rates.
In the second version, a simple change produced big positive results.
By choosing a photo of a baby “looking” at the ad’s headline, users’ eyes were drawn to the text. Our eyes are naturally drawn to look where others are looking. Even if it’s a picture of a baby in an ad.
What subtle improvements could you make to your company’s landing pages to increase conversion rates? Here are our top five examples:
1. Choose an image that supports the call-to-action.
It’s easy to simply slap a header image from a stock photo site on your landing page and call it a day. But it can pay off to use an image that works in tandem with your headline and call to action. The right image isn’t just eye candy. It’s there to convey an important message to the user, and to provide important context.
Here’s an exercise to try: look at your header image without the headline, or the text to explain it. Does it still “say” anything about your product or service? If not, consider looking for something that compliments the text. Netflix does a great job of this on their signup page: