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How to get conversion from your website in two simple steps

22/12/2014
Paymon
Paymon

Every webmaster knows that the biggest challenge for any website is converting traffic into sales leads. In 2014, lead generation was listed as the single biggest challenge for UK marketers in the B2B marketing forum. You’ll be surprised to hear that having a strong call to action and funky looking webforms is only the starting place for increasing conversion from your website. The answer can be found in something much more simplistic, which affects the location and position of our content; and it’s not something from Gordon Ramsey:

#1 - Introducing the “F” principle  - where visitors look on your page

Over the last two years a lot of research has been conducted into where website visitors look on the screen. The ‘F principle’ is based on the results of eye-tracking data conducted by the University of Surrey, seeing where visitors look on their screens. Research has found that it takes just 3.4 seconds to capture the attention of a website visitor. In that short space of time, that user will have scanned your web page in the figure of a capital ‘F’, starting with the top left hand corner and working down and across. The ‘F’ principle is fundamental for internet marketers because it shows us where to position those all-important calls to action.

Since the start of the web, Google has been teaching us to click on blue links – just look at your daily Google search. Consider placing a blue link underneath the “F” on your screen and monitor the number of clicks you get through Google Analytics or smart tools such as Click Tale, Lead Forensics or Wow Analytics.

But beware, the ‘F’ only works in countries where we read left to right. If you’re marketing for an Asian audience then the F is inverted.

#2 – The Fold principle – where visitors don’t look on your page 

People view websites in different browsers and at different resolutions. In fact, mobile traffic is predicted to rise by a huge 73% in 2015. Make sure that your important content doesn’t fall below the fold. In other words, if someone has to scroll down to find your important information, then that content is positioned too low and needs to be moved higher.

Since we only have 3.4 seconds to grab the attention of our website visitors, consider using techniques like CSS movement to draw the eye or even try using a contrasting colour. Webforms work really well when there is no other content to distract the audience away. Integration of videos is also a powerful feature to use to reduce bounce rate.

Once you’ve set your content in the right place, it’s vitally important to monitor and track activity. Consider utilising on-page analytics to analyse the engagement rate. Watch out particularly for bounces that indicate where a user hits the back button.

If you’re thinking of a new web development project for this year, then book a friendly meeting with the Geeks who will be happy to help.

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