We’ve written many times about the does and don’t of creating a landing page that will convert.
But a recent article from the team at Kiss Metrics caught my attention when it outlined 11 elements of a page that are often overlooked. It certainly made me look twice at the most popular pages on our own site to see if we are overlooking these particular elements ourselves. The good news for us is that we’re not, but for most website owners you could be killing your conversion by simply glossing over these elements.
I have outlined below the 5 elements that I believe are most important, however you can read the full article here.
1 – Clear, Differentiated Pricing Information
Have you ever checked out a product online and been unsure what the difference between the Silver and Gold plans were? Did Pro seem a little too much like Basic? The most effective methods can be boiled down to a simple philosophy – focus on the benefits, instead of features, and highlight the differences. The best pricing tables allow you to quickly ascertain the value you’ll personally get out of each option, and discern the differences between each.
2 – Customer Confidence
There are many ways to build this trust though, and almost all are fairly easy to implement. For instance, if you use an SSL certificate to secure your transactions (and you really, really should be if you’re processing credit card info), show it! Many consumers know to check for secure web pages when proceeding with a purchase, so they’ll be looking for that all-important padlock icon.
3 – Unconventional Social Proof
Incorporating social proof into your product pages is a way to complement and reinforce the positive influences on your visitors for a given product. It can take many forms, ranging from customer testimonials, to star ratings, to simply exposing the number of units of that particular product left in your inventory.
4 – A Clear Next Step
Too many product pages clutter up their pages with excessive calls to action. View customer photos, view pricing, view our knowledgebase, get customer support, talk to a representative, read reviews. Without good design, these calls to action all blend into a confusing mess, and make your user feel like they’ve just been blindfolded and spun around.
Typical methods for designing a good call to action include using high-contrast buttons, treatments or callouts that are unique to the overall design of the page, as well as giving the actionable elements plenty of breathing room to make them stand out.
5 – Wayfinding
How many steps lie between your product page, and your transaction confirmation page? If you don’t know, then it’s probably too many. A convoluted and laborious funnel is a sure-fire way to kill conversion.
If the customer is on the checkout page, then get them to their final purchase as quickly and efficiently as possible. Don’t make their purchasing effort seem like an arduous journey that can leave them second guessing their purchasing decision along the way.
Are your product pages missing some of these elements? If so, it might pay to give it a bit of an overhaul, especially if it means more potential sales.