Every great webpage starts with great substance. That could mean cold hard information and honest customer reviews on an ecommerce page, a heartfelt blog post or a how-to tutorial succinctly and accurately explaining how to get the job done.
But what the content is wrapped in matters:
1. User Experience – Helping the Website Visitor Accomplish Their Goal
Creating a fast loading page, which is easy on the eyes is critical for user experience. If a site visitor has a goal to complete a specific action, like typing a search query in a search engine to find information or buying a product on an ecommerce website be sure to keep the number of page elements competing for attention to a minimum. Eliminate distractions which don’t lead directly to your end goal for the website visitor.
If you are offering content to someone at a higher stage in the sales cycle, zero in on what action you want the visitor to take after digesting the main content they came to consume. You may consider asking for an email address, displaying advertisements or sending them to another relevant page on your site. And don’t underestimate the power of in context linking to relevant pages further down the conversion funnel.
Consider your color scheme carefully. Try to limit the colors and shades you use to three or five to reduce the cognitive load. Lean toward softer colors as one factor in reducing bounce rate and increasing dwell time. Brighter colors can help spur action.
At the end of the day, if your advertising is relevant, your goal for site visitors should be the same as their goal in visiting your web page. Once the interests align, removing conversion barriers, creating a clear path to conversion and reassuring website visitors along that path becomes the primary focus.
2. Conversion Funnel
While you can reduce bounce rate with softer tones, you can spur action or draw the eye to a portion of the page with more vibrant colors and lines. When you’re taking your initial pass at building your conversion funnel, try to lead visitors to the desired action by removing distractions, eliminating the amount of work necessary in each step and making conversion elements such as buttons or form fields prominently placed and obvious. Display symbols of trust like customer testimonials, assure titles are clear and relevant and a compelling call to action is present.
Pay careful attention to the flow between pages. Make sure each page in the conversion funnel is expected based on language or visual elements on the previous page. Only ask for the minimum amount of information you need in each step of the checkout process. If multiple pages are necessary, communicating the number of steps left and reducing the total number of steps needed can help assure the conversion is complete.
4. Supporting Assets Like Images and Video
Use supporting assets like images and video to strengthen your content. In a how to post, showing is most often more effective than telling. And the best way to show can be through video. Images are especially important on product pages.
5. Internal Link Structure Pointing to the Page
Thinking beyond a single page, the internal link structure of your site and the link structure of other websites as they relate to your site have a powerful influence over which content becomes the most popular and successful. The more you link to any page within your site the more often a linked page is likely to be viewed, visited and to convert.
It’s 2015 folks. A sizable portion of your website visits come from cell phones. Greet them with a great experience by offering a dedicated mobile website or using responsive design. Strip your pages down to its most essential elements tailored to a smaller screen. Be sparse on text while making sure buttons and images are large enough to see on the smallest screens. You may even consider building a mobile app version of your website if you have frequent repeat visitors from mobile.