7 Steps to Conversion Gains, Part 1 of 2
3. Organize and optimize site structure. The whitepaper identifies some best practices to optimize your homepage or landing page’s effectiveness.
* Pages should load within eight seconds. If your page is too heavy with imagery or has a poorly developed code base and takes more than eight seconds to load, you’ll lose a lot of visitors.
* Make your site both visually appealing and functional. How does it compare to your competitors?
* Place “critical elements” in the upper 300 pixels of the page.
* Use one column for landing pages and three columns for homepages. And where applicable, combine them. On your homepage, use the left column for primary or secondary navigation, the center column for promotional messaging and imagery, and the right column for calls to action for leads or purchases.
* Use margins to enhance reading comprehension; leave them out to increase reading speed.
* Use common Web usability standards such as underlining links.
* Limit navigation within landing pages to drive prospects to the lead form or shopping cart.
4. Develop a compelling message and make it readable. Organize copy with a compelling headline, followed with body copy that summarizes key benefits with a bulleted list. Then close with a call to action, the whitepaper advises. Here are some of the whitepaper’s tips for composing a message.
* Cascade font sizes with headlines, or page titles, at 14- to 18-point fonts and body copy between 10- and 14-point fonts in readable sans-serif fonts such as Verdana, Helvetica and Arial.
* Clearly title all pages other than your landing pages.
* Use color and bold fonts to highlight information.
* Make redirects readable; capitalize distinct words in URL.
* Limit copy to 60 characters across.
* Limit your first paragraph to two lines.
* Alter paragraph lengths, but none should run more than four to five lines.