2016-01

Quick Tweaks For Higher Homepage Conversions

by Matthew Carracher
 | 
18 January 2016

quick homepage tweaks

In the quest to drive conversion rates, the targeted landing page often takes pole position. But make no mistake – the standard homepage is just as integral to inching customers towards a sale.

According to Radware, 43% of customers will visit a competitor’s site next after a negative experience. And just like a first impression, that experience begins on your homepage.

Don’t let a sub­par experience drive your customers away before they’ve even started. Here are some simple tweaks to encourage higher conversions (and happier customers), fast.

Less is more. Always.

We’ve said it before and we’ll say it again: give your customer just one thing to do. And then make it really easy for them to do that thing.

One way to do this? Use an urgent time­based CTA (think: everything 40% for just 24­hours) as your leading offer, and put it front and centre on your homepage. Basically? Don’t cram your hero offer into a cluster of competing deals.

A company that does the ‘uncluttered’ approach to CTA really well is onekingslane.com:

one kings lane

One King’s Lane has a lot of products to promote, but they don’t assault the customer with competing images and prices set in a noisy grid.

Rather, they take an editorial approach: carefully curated collections of similar products, tied together with a single beautifully styled hero shot, and minimal copy. In fact, the only CTA we see anywhere on their homepage is ‘Shop Now’. They let their visual cues do all the talking.

They key here is to keep your CTA cool. By focusing on the one thing you want your customer to get excited about, you’ll be on your way to effectively guiding them further down the funnel – just a browse away from purchase.

Hungry for data

Switched­on marketers know the value of the split test. In fact, they split test everything.

Get acquainted with multi variant testing. By continually testing the different elements on your homepage, you can effectively inform the optimisations that increase both your immediate conversion rate and customer lifetime value.

Use a tool like Optimizely or unbounce – even Google Analytics – and start by showing half your visitors one version of your homepage, the other half a different version. Find out what’s converting better, and customise your homepage accordingly.

Targeting two distinct types of buyer is critical because, in order to drive conversion, the customer needs to feel like the page’s content is talking to them within the context of their path to purchase.

By showing different versions of your homepage to different types of customers, you can determine who our target audience should be, by understanding where your customers are coming from.

Looks count

Visual content drives engagement. In fact, just one month after the introduction of Facebook timeline for brands, visual content (photos and videos) saw a 65% increase in engagement.

Beautiful images are critical – they help you stamp ownership over your editorial and brand.

It’s well known that when airbnb were still at their incubator stage, they noticed that the properties with the most bookings were those with professional pictures. So they hired an photographer and set about snapping quality, beautifully­styled images:

airbnb

This investment in content has helped airbnb to create a company with no inventory be valued more than most of the world’s large hotel chains – in less than 10 years!

The lesson here? Contextualise your images and your products will sell. Go all out and get creative, but keep it slick –  think: lifestyle magazine that puts your content within the context your customer will use.

Stay the path

You might think the habitual relationship customers already have with online makes it really easy to buy from you.

After all, all they need to do is Google a product, click on your ad over all the other ads, read why you’re the best thing since sliced bread, then head to your site, and decide to give you their money. Easy, right? Well, not exactly.

Sure, digital marketing is becoming increasingly more sophisticated, but so too is the customer. They expect more, and they expect ease of use –  not step, after step, after step...

It’s your job to use creativity, data and insight to establish an amazing customer journey in every way, to make it easy – and a delight – for your customers to buy from you, not your competitors.

Design a homepage that’s built to sell – anytime, anywhere. Find out more about how we can help you reach more customers here or call us on 1300 725 628.

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About the author
Matthew Carracher
Chief Operating Officer - Contact

Matt Carracher is the Chief Operating Officer for Contact at Salmat. He has over 20 years in leadership positions and operational experience in Contact Centres, Product Management and Digital channel management in Australia, New Zealand and Asia. Matt is passionate about effective communication across all levels of our business, creating a high performing culture and great client advocates which in turn, helps grow our business.

More articles by Matthew Carracher