3 Steps To Conversion Lifts
Studies show that landing pages where the focal image of the site is placed to the left of the webpage copy tend to have higher conversion rates. These eye path studies show that visitors are engaged by images, especially images of a person who is looking at the camera, and then find their way to your page text. This makes sense since people are accustomed to reading from left to right.
Step 1: Images Left: Visual Interest
Photographs are often used for the purpose of directing eyeline due to the high visual interest, color, and contrast. We all love to look at faces, this is what draws our attention in. It comforts us and lifts our emotional interest to engage us a bit further in the offer or whatever the action element of the image is. Naturally, knowing your audience related to the product offer will help stimulate the correct emotion to lead to the defined conversion (Remember there are several different types of conversion. In order to convert, you must first define what the conversion method is).
Step 2: Text Right: Value Proposition
After the eyes fixate on the image, they naturally move to the next step in the progression of what they are looking for. We tend to move to the right and then down the page, almost like an F pattern. As the eyes move to the right, engaging the user with the correct text to create value in the product or service is key. Free, and percent off are good indicators of what the value they receive will be. Once the user is engaged and they feel as though the offering meets their expectations of a “good deal” they will proceed to the call to action.
Step 3: Button Under Text: Call To Action
In this case, we have defined the call to action to be a button we want clicked that leads a sign up, subscription, payment page or whatever the next page may be. Remember, each page will have its own conversion goal. This one is a click to the next page. Give them enough information in the text area that they need to click through to learn more. Personally, I have found buttons that say “Learn More” or “Take A Tour” out perform buttons like “Register Now” and “Sign Up”. The former 2 are less committal therefore leading to a higher click through rates. The next page is where more information is obtained and the option to sign up, or register is presented. A good point to always think about is the button should have some level of emotion tied to it on a buy or information submittal. For example, instead of submit it could be “Get Your Free Cash Now” or “Book My Dream Vacation Now”
The example below shows you good use of image, text and a good call to action all above the fold.
Remember, these theories can vary from industry to industry and it’s very important to remember to test. Theory is great when trying to plan for design, but at the end of the day, you always want to be testing. So, give it a try. Create your landing page, keep most of your info above the fold and test different graphics, different messages, different button text and see what works best for you. Tell us what your experience has been.
28 Days to Better Landing Pages
Each day this month, we will be release a new conversion optimization tip to help you build better landing pages. If you enjoy the information, be sure to check out our Conversion Optimization course which will cover all 28 tips and much, much more. The course is a deep dive into conversion optimization that helps you convert your web traffic into leads & Sales.