The HostingCon 2011 was a successful event. During its first midday conference, held on Tuesday, the CEO of SiteTuners, Tim Ash, focused on an important issue regarding the different ways in which websites mislay alterations, all due to their unprofessional landing page design.
The developer of AttentionWizard-visual attention prediction software and a provider of website conversion optimization services, provided attendees with advice and experimentation methods for websites, in order to assist them in enhancing their conversion.
“Everything you do doesn’t matter,” Ash aptly commented, “unless the landing page makes money.”
Tim Ash focused on the seven deadly sins, one can fall prey to, with regard to landing page design. He displayed numerous website samples during his presentation, which were excessively textual and badly designed, in order to offer his attendees with greater understanding of what he was talking about.
According to Ash, the most imperative feature of a landing page is to follow a clear call to action. A common query made by most visitors, he claimed, was what exactly should they do?
“Big companies screw this up royally all the time,” explained Ash. “Your call to action can’t be buried on the page with a bunch of distractions.”
Another one of the deadly sins, highlighted in his session, was that of holding too many options to select from, along with demanding very detailed information in form fields. Ash referred to this as the form field test.
“Is this information absolutely necessary to complete the current transaction?” Ash questioned. “If you can’t answer yes, you shouldn’t be asking for the information.”
With regards to the actual heading, given to the fields of the form, Ash suggested that the purpose of every field is to reduce the alteration; moreover, by removing the superfluous details, all you are losing out on is your own personal feeling of control over the situation.
Another sin, he mentioned, was that of heavy textual usage. He suggested that the lesser text you use, the higher the likelihood of people being able to recollect the details, which eventually results in higher conversion.
The final three sins, he concluded, were maintaining your word, regarding what clients looked forward to on your page, visual diversions and lack of dependability.
“The number one driver of conversion is matching your visitors’ intent,” Ash stated.
One of the factors, discussed by Ash, which was highly appropriate to the whole session, was his explanation on visual diversions, providing attendees with an example of pop-up chat windows for better understanding. According to his discussion on the point, chat windows can be highly disturbing, and can aggravate people who visit the page.
“The initial first impression impacts conversion,” he exclaimed.