Top 5 Page Elements for Higher Conversions

marketing online marketing seo Jan 28, 2020

Are you wanting to increase your page conversions?  It's sometimes hard enough to drive traffic to your site, but once you have them there, you want to quickly and effectively engage with them and encourage them to take some form of action with you.

In this article, I want to talk to you about the five top elements to a successful page... and especially your homepage, and in particular, when someone finds your site, regardless of whatever sources that you are using to drive traffic.

That might be organic sources or it could also be paid sources, but when you get that traffic to your site, the goal, of course, is that we need to get them to engage, spend some time on your site, and then hopefully turn them into a conversion of either a lead or a purchase, where they may buy something from you so that you can start fostering that relationship. So your homepage is a very, very key page that needs to be thought out a little bit and have a little more strategy.

Are you wanting to increase your page conversions?  It's sometimes hard enough to drive traffic to your site, but once you have them there, you want to quickly and effectively engage with them and encourage them to take some form of action with you.

In this article, I want to talk to you about the five top elements to a successful page... and especially your homepage, and in particular, when someone finds your site, regardless of whatever sources that you are using to drive traffic.

That might be organic sources or it could also be paid sources, but when you get that traffic to your site, the goal, of course, is that we need to get them to engage, spend some time on your site, and then hopefully turn them into a conversion of either a lead or a purchase, where they may buy something from you so that you can start fostering that relationship. So your homepage is a very, very key page that needs to be thought out a little bit and have a little more strategy.

One of the most common mistakes that I see when I'm doing website assessments for my clients, is not taking the time to strategically plan your pages with the following Key Page Elements in mind.

So here are my top five tips on elements of a successful homepage.

#1:  Strategic Navigation

The first step to improving conversions is to strategically think about your navigation. Remember, the navigation is at the very top of the page. These are those key elements that everyone's going to be able to see before they do anything else, and part of this section is the Menu Navigation.

Way too often, the mistake that I see is not putting enough strategy into how you set up your navigation so that visitors to your site can quickly and easily see what it is you offer and then get to those areas to be able to get what they're looking for.

The navigation needs to be not only thoughtful and strategic but then also take them to those key areas that you want to take them.  

So think through what is the experience that you want a visitor to have when they come to your site.  What is the journey that you want to take them on?  What is the specific path that logically makes sense for them to be able to engage with you on a deeper level? 

#2:  Above the Fold

The above the fold section is the top portion of the website page before anyone has to do any specific scrolling, and this section is the most important "real estate" on your page. It's that prime real estate that is super, super important to be able to strategically use in such a way that you very quickly engage with your visitor.

You only have about five seconds to be able to capture someone's attention on whether they're going to leave or if they're going to stay with you and spend a little bit more time.

As a result, this top portion of your page is super, super important.  Some elements to include in your "above-the-fold" are things that quickly capture attention or encourage engagement, such as video, engaging copy, brand images, and call-to-action buttons. 

I like to recommend a video because statistics speak that typically you're going to have a better engagement rate when using video. If you have a video, especially a high-quality video that gives them information and help solve a problem, address a situation, or identify a problem that you can help solve, you have a better chance that they will click on your opt-in, purchase your product, or engage with your pages.

Another key element of your above-the-fold is the copy in that header area.  You want to have a super clear and engaging tag line or message to capture their interest and get their attention.

Remember, when you're crafting this information, it's not about you, it's about what's in it for them and what your site can do to help them.

#3:  Clear Message/ Strategic Copy

Throughout the page you want to be super, super clear about who you are, what you offer and what is in it for them.

All of those things need to be at the top of the mind awareness when you're creating your copy and you're setting up all those elements that are within the rest of the page.

#4:  Strategic Call to Action

Another factor for increasing conversions is to look at your Calls to Action.  In order to get someone to convert on your page, you need to INVITE them to convert.  You do this through CLEAR call to action buttons with a DEFINED value proposition that goes with the call to action.  

These days, consumers are super savvy and are bombarded with ads and invitations to purchase, sign up for this, or engage with that.  To compete with all that noise, YOUR offer has to quickly and clearly define a solution to a pain or problem or offer some other VALUE that far outweighs the risk of sacrificing their valuable email address... or their money!

Keep it super simple so there's no confusion or misunderstanding of what it is that you offer and what direction you are taking visitors when they come to your site. 

#5:  Avoid Confusion

All too often when I'm looking at pages and I'm doing an assessment of a client's website, I see this easy mistake.  Hey, I get it... you have alot to offer and you want them to know ALL about your various services and products.

"Click here to listen to my podcast... and click here to read the blog... and click here to follow us on Facebook... and click here for my free offer... and here's another free offer... and check out my sales page.... and schedule a coaching session with me."

Whew. I'm just feeling exhausted already. Just trying to explain all of those things, let alone trying to navigate that and go through a homepage and figure out what direction I should take.

Okay, so I have all these choices. What's my next step? Now I'm confused.... I don't know what I should do next.....

And then you've got a bigger chance of just completely losing them all together rather than getting them on that clear path.

If you have a specific strategic path, a specific offer that you want to bring them in, ...typically it's going to be your lead magnet or your individual offer that is going to capture that information from them to start building that relationship and bring them on your journey. 

Don't confuse them with too many offers and too many different things.

The main theme of the page needs to stay consistent... and that main theme on your page is

  • who you are,
  • what you offer, and
  • maybe most importantly, what's in it for them.

What is the pain problem or solution that you can address and help them with? What is the transformation that you are promising or that you can make a difference for on them?

Simple as that.

With these key changes, when they visit your site:

  • you're keeping them there,
  • you're engaging with them in some way,
  • and you're capturing their information so you can foster that relationship and start building on that.

If you don't have that, then probably there's a disconnect somewhere on one of those five areas and it's pretty straight forward and simple to be able to make those changes and make some big, big difference in your conversion ratios and helping you grow your business.

 

If you have a Kajabi site and would like assistance, are interested in scheduling a discovery call to work with us, or would like a website assessment to help you develop your strategies, click here.  

Looking for a site to host your online programs and new to Kajabi?  Check out our Why Kajabi link in the Main Menu for more information and special bonuses we offer our partner clients.

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