Just like you, we’re looking forward to the beginning of another year. As a tribute to one of the most enduring traditions around this time, we asked online optimization experts this question: “Which website optimization effort/s businesses should focus their skills and resources on next year to improve conversions (and the bottomline)?” We’re publishing their answers the entire month in the countdown to 2013 so stay tuned for more resolution must-haves in our upcoming posts
Today’s CRO resolution must-have is from Robert Brady, Director of PPC and Conversion at Trafficado:
Focus Like a Laser Beam
The internet is full of distractions; everything from email notifications to flashing ads to more and more sensational headlines. The Yahoo home page has over 150 clickable areas (25 in the left navigation, 10 trending searches in the upper right, a rotating slider with 75 stories, etc.) and very little emphasis on one over the other. Your pages should be focused.
Who – Know exactly who you’re targeting. Everything from the headline to the images to the copy should speak to that group specifically.
Where – Use design and colors to direct attention to the most important information.
How – Tell them what action to take and what benefit they’ll gain by doing so. This is where the rubber meets the road online.
In an environment of constant distraction your site/landing page can be a laser-focused oasis to attention-deprived users.
More about Robert
Robert is a Google AdWords Certified Partner, Microsoft adExcellence member and is certified with Marketing Experiments for Online Testing and Landing Page Optimization. He has worked with a variety of different companies ranging from a small grass-fed beef grower in Idaho to a large B2B data storage provider. He currently resides in Provo, Utah and can often be found skiing the greatest snow on earth, mountain biking through the Wasatch mountains or playing ultimate Frisbee at the park on a Saturday morning. The best way to say hello is through Twitter, where you can find him @robert_brady.
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