To continue where we left off at the end of the previous article, now I share 3 more website usability ideas. You should consider giving them a try. As I said it before, I don’t like generalizations since every online business is unique with their own target market, special niche needs and special solutions. Eg. we observed that a company with one product (eg. Evernote, Spotify, Dropbox, etc…) particularly does well with a big landing picture.

evernote data36

Evernote’s landing

On the other hand a multi-product company (like alibaba, amazon or most of the e-commerce businesses) it is better to offer more options, more picture on the landing page. These are just two examples. Now I will not offer you general truths, but some ideas to what you should A/B-test.

1. Emphasize the lead-magnet – not the button.

In the previous article I talked about how the red button almost always works better on CTAs than any other color. Usually it bumps conversions by 20%. This is true. However with one of our clients when we changed the subscription button for the newsletter, the red button did not yield any substantial bumps in conversions.

Changing the color of the “SUBSCRIBE” button didn’t make subscribing any more desirable. Here we realized that we had to play around with the “lead magnet” what people receive in exchange for subscribing. In this case it was a 20 € coupon. When we emphasized the coupon – bigger text, different color, etc. – and we changed the button text from “SUBSCRIPTION” to “GIVE ME THE COUPON” the conversion rate started to rise. The lead-magnet is more important than the button itself.

2. We like to look at people.

Psychology 101: as humans we like to look at other humans. Yesterday I attended a VWO webinar where through numerous case studies they concluded that a photo of a person on a landing page boosts authenticity and thus conversion rates. The simplest example is a call-to-action (call-Jason) – this meant 1.5 times more contact requests for Jason.

Call Jason data36

Call Jason

I would also add to this, that you should not use stock photos – only unique pictures that you made for maximum effect.

UPDATE: My friend, Attila Szigeti just sent me a TechCrunch article where they experimented with photos of male and female models and found that conversions are definitely higher in case of a male model. (Note: this may be really specific for a given target group and product – but a good idea for an A/B test)

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Female vs. Male heatmap

3. Upper left corner –-» bottom right corner heatmap.

heatmap2 data36


You can look at any website with any heatmap tool (like Mouseflow, CrazyEgg, etc.) you will almost always find that these points are true:

– number of clicks heatmap
– mouse movement heatmap
– even – backed with eye-tracking research – eye movement heatmap:

going from the upper left corner to the bottom right corner it evenly cools down.

Of course, if you put a big CTA button in the bottom right corner, you might get some more clicks and conversions. In case of any message, it’s most likely to survive in the upper left corner!

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Tomi Mester

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