Let your website convert

A lot of marketers focus so much on generating leads that they almost forget about what comes next: optimizing your landing page. This way, many leads (and a lot of time and effort that has been put into generating them) will get lost.

But how do you prevent this from happening? Here are a few do’s and don’ts that can help you make your website or landing page more CRO-friendly.

Don’t use the false bottoms ??

A 'false bottom' creates the illusion that a landing page has ended. If something important, like your registration form, is below too much white space it can be easily missed. So do make sure to keep the webpage flowing.

Don’t let them stop scrolling if it's not to sign up, read or buy something you are offering!

Do give visual cues

If possible 'false bottoms' arise as a result of a conscious choice you made, you can remedy this by using visual cues. An example could be that you want to use more white spaces due to branding reasons. You can solve the false bottom in that case by adding a subtle arrow. This way, you indicate that there is more content to come…

Don’t distract your visitors ??

We need to face it: the human attention span is extremely short and it is getting shorter with time. This is why it’s so important to get the most out of your visitors’ attention and not distract them with multiple calls to action (CTAs). Do keep them focused on the main objective.

Do minimise the friction ??

Friction, in this case, stands for the effort and barriers that customers have to overcome during the registration or ordering process.

Conversion occurs through intrinsic motivation and a lack of friction. That’s why we want to stress something we stressed before and can’t stress enough: by minimising the friction on your landing page, your conversion rate and absolute conversion can increase in no time!

Do make the journey for your customers as friction-free as you can or, if you don’t have another choice, motivate them enough to go through it!

In general, do go by the rule of assuming that 'less is more'.

Each page and element should only focus on the next step you want your visitor to take. This way, you will always be one step ahead and guide visitors through the funnel you created for them! ??