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Optimizing Your Home Page for Maximum Conversion

Doug Williams @ 4:03 am

This blog entry was posted on August 11, 2010.

The key to conversion optimization is to exactly match the motivation of your customer and then provide a compelling action. It is the clarity of how you state your value proposition and how relevant your site is to your arriving visitor.

Your website traffic strategies need to attract relevant and interested visitors. Your home page needs to capture their interest and guide them into your conversion funnel.

  1. Traffic Quality: How relevant is your offer to an arriving visitor’s needs? This is a result of keyword selection for organic SEO / PPC. This is  affected by which websites are referring traffic to your site. Analyze bounce rates (leading indicator of conversions) by traffic source.
  2. Page Headline: These are the first thing an arriving visitor pays attention to. Headlines are the critical attention getters that allow prospects to determine if there is a match to their needs in just a few seconds. Does it express your value proposition? Use keywords here if possible.
  3. First Impression: This is a combination of imagery, headline and first few sentences of copy. Is it a compelling and cohesive solution that answers your arriving visitor’s need? Does it grab their attention and pull them deeper into your site?
  4. Visitor Motivations: Why are they arriving and what are their motivations? Are you closely matching their needs with what you offer? Are you speaking to your visitor about what matters to them?
  5. Action: Does your site have a clear and visible action for visitors to take. Is it clear and compelling? Is it visible without the need to scroll down on the page?
  6. Easy: Make it easy for visitors to sign-up or buy. If you ask too much of your visitor during sign-up or purchase, then there is a high likelihood they will get discouraged. This is a conversion killer. Your goal is to eliminate friction points that create consumer anxiety.

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Related posts:

  1. Is Your Home Page Helping or Hurting Your Sales?
  2. ABC's of Writing an Effective Home Page
  3. Deep Linking vs. Home Page Links
  4. When Was The Last Time You Updated Your Home Page?
  5. 10 Steps of Optimizing a Website, Quick and Easy

Filed under: Web Usability

This entry was posted on Wednesday, August 11th, 2010 at 4:03 am and is filed under Web Usability. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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