First Impressions - and more
First Impressions - and more
by Dr Tony Berg
A landing page creates the all-important first impression of your website.
New Scientist, increased visitor conversions by 36% simply by optimising its landing page.
But that is only the first step. It's also important to think about product pages, shopping cart pages, billing pages, and the other pages in your website that take a visitor on the journey to becoming a customer.
And don't falter at the last step - many companies lose 90% of their customers on the credit-card pages.
Page 'burnout'
For many sites, a frequent visitor might visit a home page or a landing page many times. Keep these pages fresh with new products and new promotions. Pages deeper in the sales funnel, such as a credit-card page, don't burn out as quickly.
Reduced buyer anxiety
Time Life increased sales almost 8% by more prominently displaying its money-back guarantee policy on its product page.
A light at the end of the tunnel
Just adding simple reassuring copy at the right points can help keep visitors in the sales funnel.
Minimise form fields
Do you really need the prospect's fax number? Are you ever actually going to use it? Every additional question can provide another excuse for your visitors to leave.
At the end of the day a successful website needs to be successful at every stage of the sales funnel.
Each page makes an important contribution and needs to be engineered by people with a proven track record at creating successful e-commerce solutions.
Dr Tony Berg
Managing Director - Realnet Ltd
tonyberg@realnet.co.uk
Article originally published in Cambridge Network Connection magazine Issue 31, 01/07/2007.
"The Realnet team are very enthusiastic about our website and are always asking if we are happy with the way things are going or if there is anything that we would like to do to improve the site."
Steve Rosewell,
M J Warner