Research by MDG Advertising reveals that 67% of online shoppers rated high quality images as being “very important” to their purchase decision. This is slightly more than “product specific information”, “long descriptions”, and “reviews & ratings”. Using ‘real’ photos often gets better results than using cheesy stock photos. Try using real photos on your landing page instead of stock photos as another way to increase your conversions.
Using ‘real’ photos often gets better results than using cheesy stock photos. Try using real photos on your landing page instead of stock photos as another way to increase your conversions.
People don’t really read your page. They quickly scan it, and if they like it, they might read.
Your page should be easy to scan. You can do this by using a clear headline, clear subheadings and bullet points. If someone only reads the titles and bullet, they should get the whole picture of your offering.
It should be super clear what you want your visitors to do. If you look at your page through your eyelashes, is your form visible? Is it standing out from the crowd? You can make your sign up form ‘pop’ by using a good visual hierarchy: add a background color or apply a nice shadow effect. There should just be one primary action with a nice contrasting color.
If someone points their finger to the left, you’ll probably look to the left as well. Humans are wired to follow visual and directional cues. Imagine an airport without cues… you’d be lost within seconds!
You can apply the same principle on your landing page. You can draw someone’s attention to your main CTA by adding (subtle!) visual cues. A very popular way is using arrows in your design. Another way is creating a tunnel vision by making elements point to each other.
Humans can’t resist looking at faces. When we notice a face, we have a tendency to first scan those faces, before looking at anything else. When you show a face on your landing page it will (very likely) be the first thing people (subconsciously) look at.
This principle is called
Eyes are powerful and often reveal a lot of secrets about someone, such as the mental state, emotions, and beliefs. In a face-to-face conversation, eye contact accounts for roughly 55% of the information, research suggests.
When using faces on your website, make sure that they are looking toward the most important elements of your site. If you call to action is aligned right, make sure someone is looking at your CTA. People will automatically look at the thing others are looking at.
If you have a long page, make sure your call to action is visible multiple times. If you want your visitors to take action, these three elements should always be on a page: motivation, ability, and triggers (based on the Fogg Behavioral Model). By showing your call to actions multiple times you enable users to take action. We do this here as well, did you notice we display the signup form a couple of times? A very effective position is at the end of your page. Repeat your offer and call to action at the bottom, when someone viewed your entire page.
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Done&Tested shares conversion rate optimization tips with digital marketers, designers and business owners. Each week I add a conversion tip or insight I love, or just blows my mind. All tips are meant as inspiration and I recommend split-testing them because they might not work for your audience. I work as a freelance conversion specialist. Would you like to share a tip as well? Drop me an email here.