Three rules for optimising your website
Optimising your website will help improve the viewer experience and increase conversions. However, the process of putting conversion principles into practice can be a little more elusive. In particular, the art of content placement represents a grey zone for business owners thanks to conflicting beliefs about the impact of user behaviour on conversions, leads and sales.
Put your user first
Users typically scan a screen from top to bottom, left to right – smart business owners should leverage this “F pattern” to arrange information across their website. Conduct a little user analysis to work out which pieces of data you’d like your customer to access first. Then, arrange the most critical information on the top-left section of the website and organise lower-priority pieces in decreasing order of importance.
If you make an effort to follow this visual hierarchy, it’s likely to reap big rewards in terms of clicks, conversions and sales. Just make sure you monitor changes in user behaviour – the best conversion strategy is one that’s responsive and highly engaged.
Choose your calls to action carefully
Although it’s tempting to include multiple calls to action, remember to think critically about what you want users to absorb first. Including too many points of interest risks confusing users and diluting the message, while failing to highlight relevant information shows that your website (and online business) lacks focus.
Choose two or three important messages and highlight them using bolder fonts and negative space. Understanding the power of visual hierarchy is the first step towards supercharging your content placement efforts.
Contrast is king
It’s essential to downplay elements that don’t require highlighting while emphasising the content you’d like to make the biggest mark. That means product headings, promotions and key business information should be distinct from the main layout, while trust markers such as security information can be rendered more subtly and relegated to the background.
While it’s important that your supporting content is noticed, it should never impede your main conversion path. If you’re strategic about contrasting aspects of your website, you’re more likely to garner strong results.
Although it’s easy to overlook the power of content placement across your website, this can equal lost sales. Taking control of your online real estate can accelerate your conversion levels and take your profits from good to great.
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