A vast portion of the websites used today is centered around engaging consumers. It’s all about achieving a conversion rate. The faster the content convinces a customer to act, the more money can be made. But where on the website is the best place to engage those online shoppers? That often depends on the web hosting solution and the purpose behind the site.
The term, “above the fold” is in reference to content essentially above the bottom of a viewable area. For example, if a visitor has to scroll down to read the content, this is considered “below the fold.” Think of “above” as everything that is viewable as soon as someone visits the website.
Below are three things that often prove to be beneficial for those looking to increase the conversion rate of consumers.
1. Choosing the Right Graphics
Think of content above the fold as a first impression. This is the content visitors are going to see first and foremost. In fact, a very large portion of visitors will abandon a website if it has a poor appearance or layout.
Design isn’t the only thing that contributes to engaging customers, either. Simple things like eye-catching banners or attractive images linking to products or services often play roles in making sales and leads. This is one of the major reasons why most ad banners and like-minded content line the top header.
Banners are not the only way to engage visitors. Many designs today eliminate the traditional header altogether in lieu of a full-size image or animation that takes up the entire viewable space. Depending on the purpose, this graphic or video can be instrumental in gaining the attention of a prospective buyer.
Whichever the preferred method of visual engagement, it’s important to set a certain kind of mood. For example, news and content that is deemed “happy” spreads faster in social media. By giving the site more of an uplifting appearance, it becomes more sharable reaching a wider audience. It also contributes to making the visitor feel more comfortable.
Images with people smiling, brighter colors and lighter tones have a more positive impact than a site that is based in dark shades and feels more somber. As a result, people are often more reluctant to interact with the content from a website that appears more dreary.
It’s all about delivering an active and more energetic atmosphere. Think about it. How many logos and branded websites deliver immense success to a company simply because of the color palette? Would Microsoft be as recognizable if the company didn’t use a multicolored icon?
2. Enhance Credibility
One of the most important aspects to any business platform is credibility. This is especially true given the digital age people live in today. Information, good and bad, can easily spread like wildfire across a wind-swept grassy plain. Thanks to social media sharing, credibility has never been more important to a business.
Credibility can come in many forms, but what can be done above the fold? That all depends on the resources that are available. Here are just a few things that can be added to the immediate view of website visitors:
• Company phone number or contact information.
Being trustworthy means being reachable. Consumers are less likely to trust a brand without available contact information. If contact information or an “About Us” page is immediately available, visitors already form a higher opinion of the site.
• Badges and Award Graphics
Security compliance, award graphics and other images boasting greatness are great to have above the fold. It immediately demonstrates to the visitor that the website is credible. This is especially useful if a well-known badge or award has been earned.
• As Seen On…
Some companies have the privilege of being seen on other networks. This can be very influential in the decision making of a consumer. For example, many feel more comfortable about buying computer accessories from a company that has a label of “As Seen on PC Magazine.”
Don’t be afraid to flaunt success and achievements. People often trust a brand that has recognition or can be engaged with in other ways outside of the website.
3. Adding a Call to Action
The “Call to Action” is one of the most important parts of increasing consumer conversion rates. A poorly developed CTA could do the exact opposite of its intended purpose. However, putting it out there from the get-go may prove to be helpful when it comes to getting a quick sale or lead.
Many experts attest to hosting the CTA above and below the fold. While the top CTA is designed with less force, the bottom can be developed to be more instructive.
For instance, a simple “Click Here to Buy Now!” at the top of a page and then a more descriptive CTA regarding why people should buy is helpful for two reasons: a) people who visit the site may already be aware of the product or service and just want to make the purchase as quickly as possible, and b) those who need more information are able to scan through the content to learn more before buying.
One of the best things any developer can do from his or her web hosting account is to make the experience easier for the consumer. Those who want it now can get it while those who need more information get that as well. It’s a great way to accommodate all types of shoppers without the content seeming too salesy.
Just remember to avoid flashing banners to get someone’s attention above the fold. Not only is this a nuisance to visitors, but developers don’t want to give people headaches when trying to make a sale.
Not All Offerings Work the Same
While it’s true that many people have a great deal of success by using any of the above methods, not all share the same prosperity. What works exceptionally well for one website may not have the same impact on another. There may need to be a few tweaks to maximize certain web hosting platforms for getting the attention of particular customers.
Republished by Imagincreation