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Maximize Website Conversion Rates: Give Important Content the Best Placement

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Posted Nov 17 2009 05:34 PM

There are more than a thousand ways to optimize your website to maximize conversion rates. The following excerpt from Andrew B. King's Website Optimization explains one of the top 10 factors to maximize conversion rates.

The position of components on your web pages can make a significant difference in your website conversions and site flow-through. Users look first at the top-left corner of your web page and scan to the right and then to the left in an F-shaped pattern. [63] They end up in the center of your page where the most important content should reside. [64] They focus less on the right side of web pages, or to areas that look like ads. Because most people focus first on the left side of the screen, navigation works well on the left side for left-to-right readers. The right side of the screen works well for testimonials, calls to action, and sign-up forms. As with all best practices, be sure to experiment to maximize conversion rates for your situation.

To boost click-through and conversion rates, place your most important links, forms, and calls to action in the first screen (i.e., above the fold). In an eye-tracking study of web pages, 76.5% of the users clicked on links above the fold, whereas the rest clicked on links below the fold. [65]

To maximize conversion rates on landing pages, repeat the search terms that brought users to your page in the first screen. Think of your visitors as grazing informavores with very short attention spans. [66] They look for morsels of useful information to devour. Break up your copy with compelling subheadlines to make your content easy to digest.

[63] Nielsen, J. April 17, 2006. "F-Shaped Pattern For Reading Web Content." alertbox, http://www.useit.com...ng_pattern.html (accessed February 17, 2008).

[64] MarketingSherpa. 2004. Landing Page Handbook 1. Warren, RI: MarketingSherpa, 91.

[65] Weinreich, H. et al. 2006. "Off the Beaten Tracks: Exploring Three Aspects of Web Navigation." In WWW 2006 (Edinburgh, Scotland: May 23–26, 2006), 133–142.

[66] Pirolli, P. 2007. Information Foraging Theory: Adaptive Interaction with Information. New York: Oxford University Press. A theoretical but fundamentally important book for web designers.

Website Optimization

Learn more about this topic from Website Optimization.

Is your site easy to find, simple to navigate, and enticing enough to convert prospects into buyers? Website Optimization shows you how. It reveals a comprehensive set of techniques to improve your site's performance by boosting search engine visibility for more traffic, increasing conversion rates to maximize leads and profits, revving up site speed to retain users, and measuring your site's effectiveness (before and after these changes) with best-practice metrics and tools.

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