It should come as no surprise that the placement of your call to action button plays a role in conversions. While intuitively, it makes sense that page layout and design affect the user’s experience, many marketers are not using visual cues to their advantage. Learn how the use of visual cues can signficantly enhance conversion rates, as well as mistakes to avoid with your landing page design.
How Visual Cues Highlight Your Call to Action
Landing page visitors make a decision within roughly 6-8 seconds of arriving on your page: Will they read on or click back? Visual design plays a critical role in their initial decision. The right design can draw their eyes toward your headline, promise, and call to action, essentially guiding them toward conversion — or at least increasing the odds they’ll hear your message.
Conversely, poor design can increase your bounce rate. If your landing page is cluttered, or if all the content is below the fold and there’s nothing to see but a large, confusing image, visitors will decide the page isn’t what they want instantly. Worse, they may develop a poor initial impression of your brand and avoid your content in the future.
Studies show that over 90 percent of a visitor’s first impression is design-related. Landing page design mistakes really cost you in terms of conversion. Fortunately, they are relatively easy to fix — once you know what you’re doing wrong, or course!
Ways to Use Visual Cues to Increase Conversions
In a strong landing page, you want to keep your message focused. Arrows can help you direct visitors toward information they might want to know. The arrow suggests that you’ll provide additional context, which can increase their trust. A subtler way to direct attention is to use eye gaze. If there’s a photo of a person on your landing page, place your call to action to the left or right of the photo, so the person appears to be gazing at your CTA. Your visitors will be drawn to the photo naturally, then follow the person’s eyes to your form or button. Subconsciously, they’ll get the message to convert.
There are two kinds of visual cues that go into page design: Explicit and implicit. Explicit cues direct a user’s attention. They include arrows, lines, and other symbols. Arrows in particular are incredibly common in ecommerce. They can be as obvious as a pointed finger or as subtle as a triangle pointing toward your offer. Any explicit cues should match your branding.
Implicit visual cues direct a user’s attention by operating in the subconscious realm. Examples of implicit visual cues are white space and color contrast. By combining both implicit and explicit visual cues, you can find success.
Clutter is the enemy of conversion. White space creates a pleasing spatial barrier around your call to action. The eye naturally drifts toward the object in the middle of white space and away from crowded parts of the page. Another trick to increase conversion rates is encapsulation, or the use of color to create a box around your CTA button. Contrasting colors please the eye, and contrast is effective at boosting conversion rates. If your landing page background is blue, select a color that pops against blue (such as yellow or red) over something like green, which is too close to stand out.
By putting our landing page advice into practice, you can increase the success of your landing page, boost conversions, and grow your brand. Stay tuned for the next post in our series of advanced landing page tactics.