As the digital marketplace continues to evolve, businesses are relentlessly seeking tactics to attract, engage, and convert online visitors. One indispensable tool in this pursuit is the strategic use of directional cues for conversion rate optimisation (CRO). This article delves into the nuances of maximising landing page CRO with directional cues, offering readers a deeper understanding and actionable insights to improve their online conversion metrics.
What is a good conversion rate and why should I care?
We’ve covered this before where showed an example of a conversion rate going from 10% to 20% and leading to a whooping 800% increase in sales!
That said we will cover it again because it’s more important now than ever with the market tougher than ever due to high interest rates and increasing unemployment levels (especially in the tech sector).
Let’s get straight into it:
- Typically studies have stated a good conversion rate is between 2% to 5%.
- The study from Wordstream found that was not the case. They found that:
- Average Conversion Rate: 2.35%
- Top 25% Conversion Rate: 5.31%
- Top 10% Conversion Rate: 11.45%
Image Credit: Wordsteam
That’s great guys but how does it help me improve my conversion rate?
1. Introduction to Directional Cues
Directional cues serve as visual or textual guides that subtly direct a visitor’s attention towards the desired action on a landing page, be it signing up for a newsletter, making a purchase, or any other conversion goal. They act as signposts, steering a user’s gaze and attention to critical elements of the page.
2. The Role of Conversion Rate Optimisation with Directional Cues
Maximising your landing page’s CRO is not just about increasing sales or leads; it’s about enhancing user experience and ensuring that visitors effortlessly find what they’re looking for. Directional cues play a pivotal role in this endeavour, guiding users intuitively through the page and encouraging specific actions.
3. Eight In-Depth Strategies for Implementing Directional Cues
- 3.1. Use of Arrows and Pointers: Simple yet effective, arrows and pointers are immediate visual cues that guide a visitor’s attention towards specific areas, such as call-to-action (CTA) buttons or key information.
- 3.2. Eye Direction: Photographs or images of people looking towards a particular section of your landing page can subconsciously influence visitors to look in the same direction, driving focus to essential elements.
- 3.3. Leading Lines: These are design elements, like roads or pathways in an image, which lead a user’s gaze towards a target, such as a CTA or a product.
- 3.4. Contrasting Colours: Using contrasting colours for your CTA button or key information can act as a visual cue, making these elements pop out and attract attention.
Example of pointers in the form of physically pointing. Eye direction pointed towards the visitor but also middle and leading lines (hidden) which are funnelling the visitors down to the CTA action button they need to take.
It’s important to consider the pattens for mobile users as they will often behave differently. Above you can see another example of how to use responsive pages to drive different results on different platforms.
- 3.5. Z-Pattern and F-Pattern Design: Web users typically scan pages in either a Z-pattern (horizontally from left to right, then down, and again from left to right) or an F-pattern (horizontally from left to right, then down, and repeat). Designing your landing page with these patterns in mind can strategically place essential elements in the path of a user’s natural scanning process.
Above image you will see logo and Australian owned as the primary and first thing that is scanned this is a huge trust point and the most critical component on the landing page. It then moved directly across to the contact number which is the second most critical aspect of the page. You see the path the eyes will travel which passes directly through the offer section and hits the secondary contact section. The final and last critical piece of this section is the call to action (CTA). Important thing to note is that all of the elements are above the fold of the page.
- 3.6. White Space: Providing ample white space around crucial page elements can serve as a non-intrusive directional cue, emphasising the importance of that particular area.
- 3.7. Sequential Steps or Numbering: When your conversion process has multiple steps, such as filling out a form, using numbers or step-by-step indicators can guide users seamlessly through the process.
- 3.8. Guided Scroll: Encouraging users to scroll down can unveil more content and CTAs. Simple textual cues like “Scroll down to learn more” or animated indicators can effectively guide user interaction.
4. Directional Cues for Better SEO Ranking
Conversion rate optimisation with directional cues doesn’t just benefit user experience; it’s also pivotal for SEO ranking. A well-optimised landing page that effectively uses directional cues can reduce bounce rates and increase engagement, both of which are critical metrics for search engine rankings.
Additionally, to truly maximise your landing page’s potential, it’s worth seeking expert guidance. Platforms such as Quinn Marketing provide specialised services in conversion rate optimisation. Their expertise can offer deeper insights into harnessing the power of directional cues, ensuring that both users and search engines find value in your page.
Maximising landing page conversion rate optimisation with directional cues requires a keen understanding of both design principles and user behaviour. By strategically implementing the strategies discussed above, businesses can not only boost their conversion rates but also offer a more intuitive and engaging user experience. Remember, in the digital realm, guiding your visitor subtly yet effectively can be the difference between a missed opportunity and a successful conversion.