First let me say that this information isn’t new, originally titled Use These Six Factors to Increase Your Conversion Rate, the article details six factors to help you to evaluate your landing pages from the perspective of the page visitor.
However, I invite you to think about this in a different way. Every page of your website is a potential landing page. If that isn’t true, if the secondary pages on your website aren’t pulling in good search traffic, then I suspect your content is weak, poorly written, or lacks optimization. I think what follows is stunningly good advice not just for evaluating your landing pages, but for evaluating every page of your website.
Use These Six Factors to Increase Your Conversion Rate
1. Value Proposition
The model shows that the vehicle that provides the potential for the Conversion Rate is the Value Proposition, making it the most important of the six conversion factors. The other five factors are either conversion drivers or inhibitors.
Does the landing page relate to what the visitor thought they were going to see when they clicked on a link to land on your page?
The Relevance of the Value Proposition and context of the source media is White Paper: Five Steps to Developing a Successful and Scalable Conversion Optimization Strategy
critical. Each web page must use terms visitors can relate to and be consistent with the incoming link or the visitor will be disoriented and leave the page.
Does the landing page clearly articulate the Value Proposition?
Clarity of communication via content, layout and design is the most common of the six factors that marketers struggle with. The two aspects of Clarity that must be analyzed are Design and Content. Designing for Clarity creates an unimpeded eye-flow. Content clarity ensures the images and text combine to minimize comprehension time.
Is there an indication that the action needs to be taken now?
Urgency has two components: Internal (or how the visitor is feeling upon arrival) and External (or influences the marketer can introduce to the visitor). While Internal Urgency is generally per-existing when the visitor arrives on the page, the tone of the presentation, offers and deadlines can all influence External Urgency.
What are potential misgivings the visitor could have about undertaking the conversion action?
Anxiety is a function of the Credibility built with the visitors and the Trust the web visitor is being asked to have. The lower the credibility and trust conveyed, the higher the anxiety the web visitor is experiencing.
Are there items on the page that could divert visitors away from the web page objective?
The more visual inputs and action options a web visitor has to process, the less likely he or she is to make a conversion decision. Minimizing distractions like unnecessary product options, links and extraneous information will increase the conversion rate.
Original post by Chris Goward of Wider Funnel here