We all know about the “call to action” and its importance in creating a profitable online business.
However, the effective “Call to action” appeal requires clarity and exceptional focus reflected in the design of the marketing environment in which it appears. Most of the time, the homepage in a site contains the first and most potent call to action. But, how focused is your homepage? Are you delivering the three to five MOST compelling reasons for action in the top half of your homepage? Or, is there message overload? Too much going on? Really, too much distraction, and therefore 90% of more clicking off the page?
If the homepage delivers low conversion rates, it’s not always because of lack of interest in your product or service, or even dissatisfaction with price. It could be because there’s just too much going on for the potential buyer to absorb. Too many images, videos, product promos, etc., on the homepage may produce some exploratory behaviors, but often — few sales.
Conversion optimization involves identifying the key metrics, data collection processes, and engagement tactics that are relevant to your sales funnel(s), deploying those as necessary, and continuously learning from those in order to improve sales rates.
Understanding and applying this knowledge this doesn’t necessarily mean a big site redesign, which almost no one welcomes. Although site redesigns usually don’t mean shutting down the main money-making pages for more than a few seconds (or minutes) there is disruption involved in the back office. Major redesigns require the attention of staff, they need testing, they can foil repeat customers, and have other downsides.
The truth is that conversion improvement rarely requires complete redesigns. More often, creating incremental improvement in conversion rates results from a careful and intelligent analysis of multiple data streams (our specialty at OpinionSpeak) and understanding how to apply those in order to highlight only the key pieces of content/design that best drive purchase behavior.
Do you have multiple messages, conversion path, links, and “calls to action” on your homepage? If you do, you are a candidate for ‘conversion simplification’ and enhancement. Call us to see how.