According to a survey, companies spend $92 to bring in a customer to their website compared to $1 spent on converting them to customers. Your homepage has to be designed with a clear goal of leading your visitors through your sales funnel and facilitate the buyer’s journey.
We’ll discuss 5 signs of a conversion-centric website homepage design and include a few examples for your viewing:
No Company News on the Homepage
Keeping your visitors updated about your company news is great but doing it right on your homepage isn’t the way to go about it. It looks a little too “me” centric instead of conversion centric. When somebody lands on your homepage, displaying company related news right there would take them away from the main objective that is conversion.
Signs of a conversion-centric website homepage include facilitating the customer towards the goal, leading them towards your product page (which, too, needs to be high-converting); but the things that take the visitors away from the goal are not to be included in the designs. This is one of them. Now let’s talk about the things that should be there.
Your homepage should have a very clear Call to Action. Depending on the objectives of your business, the CTA button should be clear and precise. Creating too many options for the customer would lead to confusion and generate a greater bounce rate. By understanding your traffic and visitors, you can create buyer personas and that would definitely help in creating a clear call to action. The CTA button should also be clear in terms of what would happen when the customer takes the action.
A great example of a clear CTA is done by Netflix on their homepage. The homepage design is highly conversion centric and indicates what the company wants out of a customer. They incentivize their CTA by offering a month’s worth of free service to the person who signs up.
You know how unwilling we are when an outbound marketing email lands into our inbox? Well, just like there is a way to create clutter-free, effective marketing emails, there is also a way to create an effective homepage that users like being on: Avoid clutter at all costs. If something doesn’t need to be there, do not add it.
Filling your homepage up isn’t the solution to your problems. The elements that exist on the homepage should be there for a specific reason. The most important aspect of the homepage is that the visitor should be able to understand and define what your business does. Keep the most valuable information above the fold.
Create Clear Navigation
If the visitor on your website does not know or understand how to navigate on your website, it would kill your conversions. Deviating from standard navigation spaces (especially on Mobile) would irk some visitors and would increase the bounce rate on your website. Another way is to add a drop-down menu.
Big names in the market might be able to get away with this but a small business wouldn’t. You should stick to “KEEP IT SIMPLE STUPID” while getting your homepage designed. According to a study, short-term memory can only hold 7 items. So keeping the navigation simple and clear is the best way to go about your design.
Add Social Proof
Adding social proof to your website homepage adds authority for your visitors. The visitors who are not familiar with your brand would need assurances before making purchases from your website. Adding customer reviews and testimonials are just one way of creating social proof.
Another great way to add the logos of the businesses that your business works with. This would apply to the businesses that cater to B2B markets. For e-commerce, adding customer photos is a great way to add social proof. There are a lot of websites that successfully implement this tactic.
Wrapping It Up
A conversion-centric design is a must-have for modern day websites. Without following the design psychology that leads to conversions, a website would be losing a lot of potential revenue and customers.
Sohail Rupani is a Senior SEO Strategist for an agency known for best SEO Services in Florida ‘PNC Digital‘. He specializes in SEO and SEM techniques. He is passionate about technology and loves to analyze the tech industry in his spare time and stay in touch with the latest happenings. He also writes technical articles about SEO and digital marketing. Follow @sohailrupani for more updates.