Statistics say that new visitors to your website’s landing page will decide in 3-5 seconds whether they’ll stay or leave. The pressure’s on, but even the most basic of sites can realize higher rates of web engagement with just a few simple changes.
Visit any marketing blog, website or
resource and you’ll hear the term conversion optimization, or conversion rate optimization (CRO). CRO is a technical term to describe a simple fact – how often your website visitors move beyond visiting and take action.
Luckily, there are some proven strategies to increase your CRO.
1. Identify your landing page goal.
Before you can design a page that encourages engagement, you must decide exactly how you want your visitors to engage. Do you want them to:
- Register for a program, event or activity
- Subscribe to your newsletter
- Follow you on social media
Once you have your priority in mind, the design can follow.
2. Make your Call-to-Action buttons bigger.
Who knew? Well, a leading contributor at Forbes knew. The bigger your Call to Action buttons (CTAs) are, the better. The more obvious they are, the harder they will be to miss. Even better, use action words (Register Today, Donate Now, Volunteer) and experiment with color. There’s even a theory that orange is most likely to encourage a click.
3. Keep it Clean.
No one likes a messy house. An attractive, clutter-free layout with engaging images and color palettes will encourage visitors to linger. Put the most pertinent content and CTAs above the fold, or at the top of your page. Make sure navigation and CTAs are easily available on every page.
4. Consider A/B Testing.
A/B Testing, also known as Split Testing, allows you to experiment by having two, similar web pages running at the same time. Make one or two changes on page A, for example, enlarging CTAs and moving important content above the fold. Keep page B static. By comparing the two pages you can evaluate the effectiveness of your changes. It’s inexpensive, easy and well worth your time. Groups like Visual Website Optimizer, Optimizely and Unbounce can help get you started.
Websites are the first impression visitors have of your organization, so it’s worth it to make your site as engaging as possible. If you’re interested in learning more about online engagement, we’ll walk you through even more valuable information in this on-demand webinar: 4 Things You Need to Do Now to Turn Web Visitors into Participants.