27

Don’t Use Cheesy Stock Photos

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.

stock photos

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

23

Improve Readability With Bullet Points

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.

improve readability

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

14

Make Your Form Stand Out From the Rest of the Page

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.

contrasting cta

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

8

Use Visual Cues to Guide Visitor Attention to Your Call to Action

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.

visual guides to draw attention

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

7

Be Careful When Showing Faces, They Might Be Distracting

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 facial-distraction. Faces attract attention instantly, but because of this, they can distract attention from your content and offer. If you do use faces on your pages (that rhymes) apply the gaze cueing effect.

facial distraction

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

6

Use the Gaze Cueing Effect, People Look Where Others Are Looking

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.

human gazing

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

5

Repeat Your Call To Action Multiple Times on Long Landing Pages

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.

repeat your call to action

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

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So who comes up with these tips, anyway?

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.

Gijs Wierda

Gijs Wierda