Five Helpful Tips for Above the Fold
Every once in while it’s good to review the basics for conversion like, “What is working on my Home Page?” For this conversation, I selected a small but mighty retailer of teen and kids furniture, Artistic Sensations. The Net Impact is currently running several Google Optimizer tests on this site including several to improve conversion. Yes, you always want to improve conversion. Many of the elements on the current home page for Artistic Sensations are the results of previous tests. What did we learn and how does it relate to this Home Page Pointers post? Here are a few quick and easy take-aways:
Let’s start with the arrows:
Red Arrow: Artistic Sensations deals a lot with parents and grandparents that would rather pick up the phone and have a live person assist them with their purchase. The prominent toll free number provides a genuine invitation for this customer.
Provide an easy brand identity and 411. Display a prominent logo, phone number and easy to find contact us for both shopping and customer service.
Design for your customer. For Artistic Sensations, the toll free number and a knowledgeable representative to talk to are real positives to the parents and grandparents making purchases.
Badges and Trophy Case items. Autorize.net, BBB, etc. whatever you possess provides additional measures of security for the customer when they pick you before they pick product.
Different options for different visitors. Visually graphic calls to action with images for returning shoppers and those interested in new ideas, buttons indicating big divisions in shopping patterns for those on a mission, same with the easy to shop links on the right (red box), the search box for the “in a hurry” shopper. Remember, each type of shopper should be considered in designing your entry points to shopping.
Keep your site current. Seasonal products and new information are absolutely expected by the customer. Make that obvious to your visitor.
Finally, keep testing and making changes. All we know is that this version of your site is what the customer likes today. As for tomorrow?