It’s an obvious concept. Get a visitor to your web site and have them take action. What may seem like a simple task, is anything but for many sites. The majority of designers and product creators out there always want to put as much information and options in the face of customers as possible. Instead of offering the world, just go direct and for the sale. One of the best ways to convert potential customers into buyers, is by limiting their options and focusing strictly on the sale or specific action.
Studies have shown that when sites have less options and distractions, visitors will be more direct in their original reason for visiting the site, and less likely to leave. More options leave the user with confusion and loss of focus. I’ve also seen some great case studies in the past when a site walks a user through the shopping cart process in steps, with nothing but the order form in view, and this heavily increased conversions and the possibility of upsell.
For example, let’s take a look at two huge competitors at the top of their niche markets. NetFlix vs. Blockbuster. We all know NetFlix is killing Blockbuster’s sales and business, but they are also killing them in landing page efforts. Sure, NetFlix is 100% online based, but BlockBuster is missing out on what should be their bread and butter… which is getting new users to join their monthly billing program. Take a look at each of the screen shots below and see which is more focus driven for you.
NetFlix drives home their efforts to get you to sign up for a free month trial to their movie plan. BlockBuster has things plastered all over the place… not to mention how the video listings on the bottom can easily side track users and send them off to other content pages which most likely drop conversions and result in converting potential buyers to “just browsing” visitors.
NetFlix vs. Blockbuster is just one example. The same holds true for many offer and landing pages being offered across affiliate networks. I wrote a post a few months back called “Examples of Good and Bad Landing Pages“. In the post I went into detail on how one landing page had a sign up form and another didn’t, which can drastically affect conversions.
The bottom line is, test different landing pages and don’t be afraid to completely change your design and action process. All content or links from your landing pages that aren’t resulting (or helping) in the site user signing up or taking action should be removed, or at the least listed before the fold if needed.
With a mindset of increased conversions and less distractions, see how you can improve your own landing pages or sites. Continually testing and putting these simple changes in effect, you will be sure to see increased conversions.