Put Important Information Above the Fold
You only have a few seconds to capture your reader’s attention when they land on your web page, so make sure the most important information is above the fold. This means the most important information should be high enough on your web page that people don’t need to scroll to see it.
TIP: More people are going mobile now, so you have less space to make a point. Be sure your headlines or article titles are designed to capture attention fast.
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12 Ways to Emphasize Important Information
You want every person who views your content to read every single word. Unfortunately, that doesn’t always happen. However, you can make sure the majority of readers grasp the most important information by emphasizing that text. Here are 12 ways to emphasize text:
- Italics.
- Bolding.
- Underlining.
- Highlighting.
- Different font.
- Bigger font size.
- Different font color.
- Johnson boxes.
- Indenting.
- Graphics to draw attention (such as an arrow).
- Bulleted lists.
- Combination (e.g., both bolding and italicizing important text).
Just don’t overuse text emphasis, however, or your text will look like a messy circus.
R.E.T.A.I.N. Customers
The conversions don’t stop when the customer takes a specific action (such as purchasing a product). You also need to make sure you retain customers so that they KEEP buying. This is especially true if your customers are set up with recurring billing (such as with a SaaS offer or membership site).
Here’s how to R.E.T.A.I.N. customers, especially those in a membership site:
- Remind customers of recurring billing.
- Elicit feedback to find out what members like and dislike about your site or service so you can improve it.
- Tease members about what’s coming (build anticipation).
- Add unannounced bonuses to your site.
- Install delayed bonuses (e.g., provide a bonus every three months that someone remains a member).
- Nurture your relationship with customers (which builds loyalty) via follow-up emails.
For every month you keep a customer happy, you have a chance at selling them more products on the backend.
Avoid Unpleasant Surprises
Don’t spring unpleasant surprises on the order form, such as hidden fees or conditions. Otherwise, you’re likely to experience abandoned orders and shopping carts.
For example, if you’re selling access to a membership site for $9.97 per month for the first month and $19.97 thereafter, don’t lead prospects to believe that the lower price is the permanent price.
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Protect Your Rep
People do business with those they know, like and trust. And that means your good reputation is one of your biggest assets and biggest factors that can affect your conversion rate. That’s why you’ll want to be sure that you remain honest in all your dealings so that you build a good reputation.
For example, don’t use false scarcity where you present a countdown timer that merely resets every time someone visits. When people realize the countdown timer is “fake,” they’ll wonder in what other ways you’ve attempted to deceive them.
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