Our client success has stemmed from creating content that is both
visually stimulating and focused on driving the customer to action. Be
sure that your graphics and text are consistent throughout the site and appropriately
linked to the content
Content should target customer specific needs—avoid
using generic phrases and be sure to bold and link where appropriate. Headlines
and sub-headings should be displayed prominently and reduced to a cohesive
amount of categories. Your company logo should be visible and recognizable
to returning customers.
The following are best practice tips to optimizing your home page content
to drive conversion:
1. Provide your customer with an up front value proposition that is clearly
stated:
- Include a persuasive promise to promote loyalty and credibility
- Highlight a unique offering that will differentiate your site from competitors
- Position value statements next to your company logo for highest exposure
2. Select fonts, colors and text to maximize usability and customer satisfaction:
- Position your logo consistently throughout the site, typically in the
upper left corner of the page
- Make sure your text is legible by using readable font and color that
pops from the background color
- Avoid longwinded text by creating lists, highlights or tables for easier
comprehension
3. Use action words and categories that ensure your home page steers visitors
deeper into your web site:
- Your main conversion links should be named with brief and easy to understand
calls to action, like "Browse & Buy Products," "Shop Now," "Join
Now"
- Limit the number of calls to action so that the next step in the conversion
path is clear to the visitor
- Double check to assure that links are not returning error pages and offer
short and explicit directions to guide the visitor through conversion
4. Connect with your visitors by creating a home page that inspires trust
and builds rapport:
- Make privacy and security policies readily available and placed in an easily
accessible position on your home page
- Include an "About us" or "About the Company" link that is easy to access
and instills confidence in your brand
- Make sure your contact information is easy to find, conveying the message
that you are open to communication with your customers
5. Be certain that your home page makes a solid first impression:
- Develop a look and feel for your home page that is positive and professional
in keeping with the fun nature of your brand if it so applies
- Provide easy to find keywords to catch visitors interests and increase
your natural search rankings
- Develop and position key content above the fold
Once you've made these quick and easy changes to your home page content,
use specific software to determine your key rising and
declining links, views, and conversions for key
content by utilizing its revolutionary view of your site metrics overlaid
right onto your home page. (try Coremetrics LIVEview)
Look for additional opportunities
to improve home page content by promoting or enhancing your most effective
creative, and revising or removing your least trafficking links.
About the Author: Coremetrics
- www.coremetrics.com
