When someone visits your website, the first page they’ll see is your homepage. Therefore, the most important page of your website is the home page. They get more traffic than any other page. The way you set up your homepage can make or break your conversion rates, so you better make it good.
Nowadays, people have very short attention span in the online world. The probability of leaving in the first few seconds is very high, since users are extremely skeptical of most websites. If visitor s are not intrigued by what you have to offer, they will leave your website and you will lose potential customers.
In this article you will get an insight into steps that will help you make a homepage that generates conversions.
These are the steps that will make your homepage a conversion beast.
Buyer personas are a specific group of potential customers, an archetypal person whom you want your marketing to reach. Using interviews with existing customers you can map out different personas. Optimizing your homepage for buyer pesonas gets you to talk to users about their needs and wants.
Buyer personas are critical for marketing success because it gives you answers to your customer’s problems. When you have insights into what your buyers think about doing business with you, you have the knowledge you need to align your marketing decisions -from position and messsaging through content marketing and sales enablement.
Value proposition is the most important part of your home page. It includes a concise chunk of text (headline, sub-headline and maybe a few bullet points) that should address these questions:
It refers to a business or marketing statement that company uses to summarize why a consumer should buy your product or use your service. This statement convinces a potential consumer that one of your particular product or service will add more value or better solve a problem than other similar offerings will.
People in online world suffer from very short attention span. If they don’t get the answers from your home page within seconds, they will leave. If you haven’t captivated them on your home page, you’ ve lost them.
The example below shows homepage that clearly states its value proposition.
The most important thing in building connection with your users is to make them feel special. Your copy needs to be targeted to the specific buyers persona you defined. Talking to everybody in your copy works for almost nobody. You need to state who your product or service is for.
Visual appeal can – more than anything – attract attention. This is one of important things to getting visitors engaged with your website.
People like to look at pretty thing and if they have the choice, they always prefer an attractive design or image over and ugly or neutral one. First impression is the key to succesful conversion.
Judging a book by its cover perfectly applies to the web environment. Visual appeal plays a large part in establishing brand affinity with your website visitors.
Picture below presents homepage with appealing visuals and pictures appropriate to their products and services.
Providing customers a variety of choice on your homepage doesn’t play well with your goal of making conversions. The more choice you give customers the more they are encouraged to think.
You should not make your customers think!
Instead, you need to clearly indicate the next action you want them to take. Before you can do that, you need to figure out what that action should be!
Asking them to sign-up or purchase too soon will lead to them leaving your homepage. Usually, it’s good idea to direct them to reading more about your service or checking out a demo before asking for any commitment.
Try to step into their shoes and try to think of the questions that are going through their mind while they are on your homepage. Guide them to the next logical step with content on your homepage.
Wording of call to action matters a lot. Calls to action(CTA) should be benefit-oriented and indicate what exactly happens when users interact with them.
It’s easy to leave your CTA button saying „Submit“. But you should’t. CTA buttons should have a clear meaning. Words in CTA should be representative of the action your visitors are taking.
People won’t buy froom you if they don’t trust you. Good idea is to use trust marks and social proof such as reviews and ratings of your products or services.
Your customers want proof from their peers and unbiased 3rd parties. Studies show nearly 70 percent of online consumers look at a product review prior to making a purchase.
Example below shows footer of the homepage with appropriate trust seals.
Slow sites cause frustration and make people leave. Speeding up sites increases conversions.
According to data from Akamai, if website takes longer than three seconds to load, you could be losing nearly half of your precious customers.
It is pretty simpke: the faster the speed of your website, the happier your visitors will be.
Your homepage should constantly be improved and evolve. Testing different methods and hypotheses to see what makes a difference. Make it your goal to understand why a change made a difference and what can you learn from it.