The layout of your landing page is very important in order to keep your visitors there and encourage them to navigate deeper into your retail site and eventually make a purchase.

Individual landing pages should be created and designed with the aim of making the site as easy to use as possible for your users. The easier the site is to use the more likely they are to proceed with the site and get to the buying stage.

Making your retail site easy to use will involve including your sales messages in areas of the page where they are most visible to the user. Where you decide to put key links and sales messages is crucial to success with your website.

These heatmaps from eye tracking studies to see where users’ eyes are attracted to highlights how people always tend to focus on the main body of text and don’t really stray away from that.

This habit of internet users demonstrates how it is often difficult for banner advertising to be successful as they usually appear on the right hand side of the page or along the top – as highlighted in green in the heatmaps.

This problem also needs to be considered when creating landing pages for campaigns. If you put your sales messages in the areas of the page where they will be missed by users, you will be losing out on precious conversions.

It is essential that users cannot miss links to pages you want them to navigate to. Everything you want your visitors to see and all calls to action should be included in the main body of text - this will guide your visitors through your retail site and lead them to buying your products.

To find out how Motive can ensure you are optimising the conversion capability of your landing pages, talk to our E-commerce Experts.

Tags: conversions, landing page, retail sites, website design

This entry was posted on Friday, September 26th, 2008 at 3:57 pm and is filed under landing page. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.