Since this term may not be familiar to you, let’s start off with a brief definition.
What is Conversion?
Conversion is a strategy that takes a website visitor from where they are, to where you want them to go. For example, a visitor lands on your homepage, and the next step you’d like them to take is to call you. Or, as in the Dollar Shave Club example below, if you’re selling a product the next desired step might be for the visitor to make a purchase.
How Do We Do This?
More often than not, the way we can encourage these next steps is through the use of a call-to-action (CTA), which usually takes the form of a button.
For desktop sites, the optimal area to place a CTA button is somewhere within the “F-Zone,” which is where the human eye is naturally drawn on a web page. But as we saw in our recent article, Web Design & the Art of Conversion, this doesn’t always have to be the case.
Here are some examples of a solid conversion strategy for desktop and mobile homepages and subpages …
Desktop Homepage Conversion
In this example, Dollar Shave Club serves up a beautiful call-to-action. Just a few words clarify what the potential customer can expect. This is followed by a clear, easy to find button that says, “Do It.”
Desktop Subpage Conversion
In this subpage example, the button sits near the top of the page, within the F-zone. In addition to placing this button within a highly visible area, there are other benefits:
- It’s a good User Experience. If the user is ready to get in touch with Cuppa SEO, I’ve just made it incredibly easy for them.
- This button placement also translates well into mobile design best practices, so the hierarchy of the subpage can remain intact for a cohesive brand experience.
We hope these best practices help improve the conversion on your website!
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Check out other articles in the series:
– Understanding Online Marketing, Part 1: Your Website
– Understanding Online Marketing, Part 2: User Experience (UX)