June 15

Conversion Pages on a Web Site

Wondering how to put together a web page to sell something? Here are some tips for you to keep in mind when designing the page.

1. Keep the page focused on one thing — for example, don’t talk about web design in detail and web hosting in detail on the page.

2. Stick with one column — more than this can distract people. Use top navigation. This limits choices for the reader’s attention.

3. Make sure the copy you write is simple. Unless your readers are academic, make sure its easy enough for 8th graders to read.

4. Keep the landing page out of your standard site navigation. The landing page should link to other pages (see below), but the landing page should not be reachable except through the advertising link (example: from Google Ads).

5. Limit the actions on the page — again, keep it simple. Consider using trimmed navigation.

6. The image of whatever you are selling should be crisp, clear, and there should only be one of them.

7. Make sure your phone number is on the page and obvious. A recent study found that most conversions occur offline. People go online to learn and price shop. The majority of buying occurs in a “real” store.

8. Don’t ask for anything other than someone’s e-mail address. Demographic info is great, but do you really need to create a privacy question in the mind of the visitor? Always tell people what you are or are not going to do with the e-mail.

9. Have a great “Thank You” page and e-mail. Make it memorable.

Give these a shot and watch the conversions increase.