Five years ago, Avinash Kaushik famously described the sequence of the typical unsatisfied website visitor: “I came, I puked, I left.” There is a little less puking these days, but after clicking on an ad, far too many visitors are still squinting, yawning, shrugging their shoulders, or having trouble connecting their needs and wants with the information and offers they’re seeing on landing pages.
Below, I provide seven examples of how to tighten that connection. In today’s fickle world, average online experiences just aren’t good enough.
Before getting started, pages should be in peak form. In general, you want pages to be clear and easily absorb-able so testing and changes are not done in vain. Consider the following about your pages:
Employ basic testing
Do some user testing to ensure pages are intuitive and visitors can navigate them easily. You’re specifically looking for areas where people get confused about the next action they’re expected to take on a page.
Testing here does not need to be elaborate. Ask your mom, your best friend, hairdresser, etc., to surf the page and note where they get hung up, have questions or don’t move to the action you want them to take easily. Make appropriate changes to ensure smoother flowing pages.
Look at current click patterns
Look at your analytics for additional insight on page stumbling blocks. Tools like Clicktail and Google Analytics can provide such information.
For example, in Google Analytics, the in-page analytics report provides information on how visitors click on a page. Using this report, you can move compelling information to more prominent places on the page and/or move the information you want to highlight elsewhere on the page in an attempt to make it more compelling and/or engaging.