How shifting your focus from website traffic to conversions on home page can make you grow big time?

Conversions on home page
How shifting your focus from website traffic to conversions on home page can make you grow big time?
The prime focus of businesses is to derive sales out of every branding and marketing activity. With surging online traffic, websites are an essential marketing tool for any brand which creates an online presence and leverage business growth. Although, the website is mostly a package containing many pages, conversions on home page mark the beginning of the user journey.
One of the most important things while designing a home page is to define its purpose. It is not necessary that the home page should have all the information about a brand. Having too much information may result in information overload and make it difficult for the visitors to absorb. But the home page must definitely have all the relevant information that creates enough interest in the users to discover more about the brand

The phenomena of ‘Halo Effect’ in branding

‘Halo effect’ is a phenomenon based on physical attractiveness stereotype. It applies to brands very much the same way it applies to the physical appearances of human beings.
Halo effect is a type of cognitive bias in which our overall impression of a person influences how we feel and think about his or her character. The overall impression of a person impacts the evaluations of that person’s specific traits,
Just like for an individual, the halo effect for a brand can be created when,
1. The target audience is properly defined
2. And a right impression of the brand is created.
Let’s take the example of Gusto, a modern HR management app to see how it is creating the desired impression of its brand through its website. It has great engaging and marketing-led content that encourages conversions on home page.
Taking reference of Gusto let’s study some of the most important components of designing a home page that converts well.
The components are broadly classified into three categories i.e., strategic communication, user interface design and user experience design

Strategic Communication

Strategic brand communication is done with the objective of delivering consistent and meaningful messages to the audience. It creates a purposeful conversation between the brand and its audience. It all starts with:

Mapping out the buyers’ persona

The first step in strategic communication to create a home page that converts is mapping out the buyers’ persona. This allows the buyers to resonate well with your brand before making a purchase. Learning about the psychographic and demographics characteristics of the buyers is necessary to come up with effective brand communication. It provides a better understanding of the buyers’ pain points, their behaviour and needs. This helps in building a communication that tends to understand them by addressing their problems resulting in increased conversions on home page itself.

Crafting your brand’s value proposition

The next step after understanding your buyer is coming up with a value proposition for your brand. Value proposition is the value for money that the customer would get after purchasing your product or service. The value is not only about the benefit or the physical attributes of the product or service, but it can also be an emotional satisfaction that is gained through its use. Defining the value proposition provides a clear direction while designing the brand communication.

Positioning your brand to appeal the right target group

After defining the value proposition, the next important step is brand positioning which plays a vital role in selling your product or service to the targeted consumers. It can take just 200 milliseconds to win or lose a potential customer. Your website might be great in terms of design, but if the communication is not targeted at the right audience, then the effort seems to be a waste. Brand positioning aims to occupy a distinct position, relative to competing brands in the mind of the target audience. It is a strategic move that involves fetching out the most appropriate value or benefit to establish your product in the market in a way that it creates interest amongst the audience.

Creative Communication

The creative communication for a brand is done with the aim of evoking the audiences’ interest and creating better engagement with the brand. It is reflected through the visual and verbal elements of the brand. It starts with deciding what you want to communicate about the brand.

Defining the core messaging of your brand for the specific target group

The core messaging in marketing reflects the vision and mission of your brand and how the brand aims to resolve the customers’ pain points. It defines the purpose and what is the brand aiming to fulfil through the usage of its products or services. The core message is given a creative treatment in the form of a tagline and copy to make it engaging for the visitors. A lot of times, the creative copy is written with the objective of forming an emotional connect with the audience by trying to relate through the events experienced by the audience in their lives.

Making a good first impression by setting up your brand’s personality and identity

The first impression of your brand in front of your target group decides whether they would be keen to explore more, make a purchase and visit your website again. This is achieved only when the brand reflects a personality that aligns with the behaviour and attitude of its target group. The audience can only connect well with the brand if it is able to reflect their aspirations and taste. The brand personality is created through the brand identity which includes not just the visual language but the verbal tone as well. The visual language includes the logo, fonts, colours, iconography, photographic approach etc. On the other hand, the verbal tone is all about setting the tone of voice that reflects the attitude of the brand. These elements bring out the human-like persona for a brand that resonates well with the audience and increases conversions on home page.

User Experience

Apart from communication, the functional components involved in the website also play an important role in the visitors’ journey through your website. Obstacles and misleading events while using a website often degrade the experience of the users. To gain control over the actions and experience of the visitors, it is necessary to keep the following components in mind to make the users’ journey smooth and hassle-free.

Creating a flow to direct the reader’s eye movement

Studying the pattern of how the visitors behave on the website can provide critical insights while designing a stellar home page. This helps in strategic placement of information that allows you to direct the eye movement of the visitors. Some parts or information on the home page are specifically highlighted to grab more attention. Creating a visual hierarchy by making some content blocks more prominent drives the visitors’ focus by controlling their eye movement and ultimately leads to increase in conversions on home page.

Encouraging deeper browsing by revealing the site’s underlying content

The home page is the link to all other pages and content available on the website. It surfaces a crisp outline of the overall content that the website holds. Understanding the visitors’ behavioural patterns on the website through heat maps can provide insights about their interests and concerns. This helps in deciding the amount of content required to push the visitors. Most of the times, too overwhelming or too insufficient content kills the curiosity and willingness of the visitors’ to open further pages and explore more about your brand.

Defining Call-to-Actions

Call-to-actions are the doors that take the users closer to the purchase process. Inserting call-to actions at relevant places on the home page can instantly make the visitors proceed to the purchase journey that increases conversions on home page. On the home page, these are not just meant to encourage buying but they also aim at taking the users to other pages that contain more information about the brand to convince them better. Call-to-actions that are too pushy to lead to sale create a negative image about the brand. Strategically placed call-to-actions allow the users to absorb information about the brand and take actions accordingly.

Providing a clear navigation

The online audience is quite familiar with the working of the website and is clear on what she is expecting by clicking on the navigation tabs and call-to-actions. Providing a clear navigation helps in facilitating smooth and hassle free user experience while browsing through the website. Designing an unclear flow, structure and architecture of the website can leave the visitors disappointed and obstruct the users’ journey.

Writing user oriented copy to supply both the new and return visitors with desired content

Text content is the main constituent of information that brings more understanding and clarity about the brand. Both, the new and the repeat visitors expect to see relevant and engaging information when they scroll through your website. Hence, the content on the home page contains all the required information to engage the new visitors and something new to bring them back every time.

Adding trust elements to convince the visitors

No matter how big or small is your brand, testimonials, user-data and awards hold authority that allows the audience to create a trustworthy perception about your brand and its offerings. Building trust is one major component after connection that leads to conversions. People tend to rely on the customers more than they rely on the brand. Testimonials are a great way to create a positive perception about the brand. Many brands feature testimonials shared by their clients and customers on the brand’s social media page. This creates more trust and authority as they are open to the public and are thus, more reliable.

Optimising the content for better discoverability

SEO is the basic fundamental of online visibility for growing brands. Due to the massively increasing traffic on the web, being visible requires strategic effort. Discoverability of your website is the basic criteria for organic traffic to allow conversions on home page. Optimising the content according to the SEO standards is crucial to level up the discoverability of your brand online when the target audience tends to search for your products or services based on appropriate keywords.
Once the homepage is created, the output needs to verified to check the rate of conversions on home page. The needs, expectations and behavioural patterns of the consumers change with time. Hence, it is always beneficial to test and analyse the results at regular intervals in order to measure the output. The following questions can help greatly in testing and improving the effectiveness of your website’s home page.
  • Is the visual and verbal language appealing the right target group?
  • Is content on the home page enough to introduce your brand to a new visitor and offers freshness to repeat visitors?
  • Does your home page lead the visitors to take further action by either making them enter into a purchase process or to know more about your brand?
  • Is your content good enough to make your site easily discoverable on the search engines?

Takeaway : Forming the right brand perception in front of the right audience results in better conversions

As home page of a website is one of the most favourite destinations of a user to discover a brand. Therefore, providing all necessary information and lending it the right personality is imperative. Only if the visitor connects well with the brand he would take further actions in favour of the brand. The objective of coming up with an effective brand communication and personality is to attract and engage the right profile of visitors and to turn them into potential customers. Laying enough focus on brand positioning, brand personality and brand communication on all marketing touch points, more specifically the home page of a website is the only way to convert well.

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Microcopy : Choosing words that convert

Microcopy : Choosing words that convert “Microcopy is word choice. It’s a glimpse of smile or a slip of impatience.” – Seth Godin This

Microcopy : Choosing words that convert

Microcopy : Choosing words that convert
Microcopy : Choosing words that convert

“Microcopy is word choice. It’s a glimpse of smile or a slip of impatience.” – Seth Godin

This sounds to be as precise as stated by Seth Godin. Since how long have we been coming across design and innovation while talking about UX, blindly bypassing microcopy as if it doesn’t exist. All the same, microcopy plays a very prominent role in conversions and user experience.

Microcopy includes headlines and all those small bits of text that you find on forms, buttons, error messages, sub-menus, hovers and links. Many a times, product companies that highly depend on their website or app for sales only pay attention to surface delight components like UI, transitions, animation, typography, etc., while microcopy gets completely ignored as it is considered nothing more than informative text. People pre-assume that the users are familiar with everything that they come across in the user journey and that microcopy has a less important role to play.

Microcopy is an essential part of UX as much as adding innovative features, personalisation and independency to deliver a stellar experience to the user. To be true, microcopy does what design alone cannot do. It helps in interacting with the visitors, resolving obstacles and clarifying concerns.

Microcopy goes beyond just headlines

Microcopy found on buttons, form fields, form instructions and error messages is merely noticeable but has a huge impact on the user experience. It assists the users along their user journey by reducing obstacles and confusions even before they realise that they need it.
The user journey is complex and is permutable to create various different patterns and combinations of the user flow. To release certain tiny hassles caused during this journey, microcopy prompts the user with hints to resolve issues.
The following insights present a percentage break down of conversion rates based on a study done on Visual Website Optimiser’s customers.
While considering UX, headlines and layout remain the focus of design. Whereas, CTAs constitute a much higher percentage of conversion rate than other elements. Therefore, the choice of words used in CTAs is even more important.

A good microcopy is the one that understands your user well

Creating effective microcopy for UX is similar to designing other surface details like the UI, transitions and navigation. Design alone cannot create the best experiences without the support of words. Words facilitate conversation with the user.
To come up with Microcopy that forms an integral part of UX, think about the following scenarios where the user requires assistance and resolve it by asking the following questions:

1. What is the user expecting or trying to achieve?
2. How can the user feel secure throughout the user journey while purchasing your product or service?
3. What would concern the user before purchasing your product or service and what can be done in order to reduce doubts and confusions?

Words can have a great influence on the user’s mind

It is quite undeniable that engagement and conversation is important to connect well with the user and make their journey delightful. This is not just limited to headlines and copy. Consider chatbots that are becoming much widely accepted feature in order to help the users by interacting with them.
Ever noticed how slack creates a conversational environment throughout its app? The amount of help slack tries to provide to the user is just perfect, neither too less nor too interruptive. Understanding that the work environment is hectic, slack adds some fun in the work culture.
Also, look at how tinder, the trending online dating app persuades the users to take actions and engage into some interactivity while using the app.
By now it is clear that microcopy is not just words put creatively to increase engagement or initiate conversation. It is an answer to the users’ unquestioned queries that fixes their difficulties. Microcopy has a bigger aim in UX.
Let’s understand the following three main purposes of microcopy to know how it facilitates the website or app to deliver a good user experience and leads to better conversions.

Brand personality

Words define the personality of the product or service. Therefore, the choice of words should fit the nature of the product or service. This is created by the tone of voice of the microcopy. In many cases, brands operating in the same industry tend to use microcopy and conversational tones that are significantly comparable.
Take the example of Hubspot and Mailchimp. Both the platforms work to facilitate automation in consumer relationship management. Although the tone of voice in the microcopy of Mailchimp has a much more casual and relaxed feel.

Clarity and Assistance

The user journey happens through an even more complex route while a new visitor is exploring the website or the app. Input fields are not always specific and self explanatory. Eliminating such hassles allow the users to smoothly experience the functionality and usability of the website or app.
Therefore, many websites or apps add an extra layer of assistance so that user is not left helpless and exploring the answers to his own doubts. See how swiggy’s search bar has a semi visible text that tells the user what to search for. Or else the user will be left wondering what to type in.

Sense of Security and Transparency

Users are protective about their information and details that they share on the website or an application. Many a times, users feel concerned about payment methods, charges, subscriptions, personal information while signing up, etc. In these cases, it is important to make them feel comfortable before making them purchase the product.
Certain websites assure the user that they won’t be charged for a free subscription and will be notified before the free trial ends. Or while asking for the credit card details, they specify their reason to ask it.

Takeaway : Drive higher conversion rates by laying focus on microcopy

While design and innovation remains an essential focus area in UX, words should be reflected upon as an important part of the user journey. Microcopy and design go hand in hand to facilitate a good user experience.
Good microcopy increases user engagement and enhances experience by creating a brand personality that connects well with the user. It solves difficulties and helps in maintaining transparency by clarifying doubts. This increases the trust of the user and allows them to be confident while purchasing the product or service. Thus, microcopy drives higher conversions taking a user through a hassle free ride while buying a product or service.

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