Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
Maura Gintyamazon.com
Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
It’s better to create a focused eyeflow leading toward a single call to action. Repetition and overemphasis on secondary content, such as customer login areas, create an unnecessarily busy page.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
The layout, eyeflow, and interaction changes that made the conversion experience much better during normal shopping periods had less of an effect during high-urgency periods. When shoppers had high internal urgency, they were motivated to overcome usability and informational barriers to find the products they needed.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
The more visual inputs and action options your visitors have to process, the less likely they are to make a conversion decision. Minimizing distractions such as unnecessary product options, links, and extraneous information will increase the conversion rate.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
A lot of e-commerce sites are removing navigation during checkout to minimize distraction. If you test that, make sure you track the average order value for each challenger as well as conversion rate.