There's a simple principle for optimizing any kind of landing page: make only one offer on the page. Keep everything focused on that one conversion goal you want to lead your visitors to.
But in the real world, things often aren't that simple. Many businesses have multiple offers. Possibly even for multiple, highly diverse target groups. If this is the case, how can you create a good homepage that advertises all your offers without confusing visitors?
That's what we'll discover in today's website review.
The website in today's review is Jason Carthen Enterprises. Jason is a former professional football player who now offers consulting and coaching services.
Before & After
Below, you can see what the homepage looked like when we reviewed it next to a concept our designers created for what it could look like after our suggested treatment:
(click to view larger version)
(click to view image & annotations)
As you can see, the treatment page isn't only different, it's also shorter. That doesn't mean a shorter page is always better, though. In this case, we've rebuilt the page based on a simple idea: make it easy for visitors to get to the right page.
People's attention spans are limited. Our brains are keenly optimized to sort through a lot of information and find out what is relevant to us (at its very basic: "Is this a danger to me? Will this help me survive and thrive?").
This is why trying to appeal to 3 totally different target groups on one single page just won't work. If we look at Jason Carthen's homepage, any part that appeals to an event manager will turn off the Fortune 500 HR director and the individual dreaming of starting her own business.
The page we reviewed is, in fact, trying to keep all 3 of these people interested. And because that's almost impossible to do, most people will feel like the page isn't relevant to them and won't end up buying and of the products or services on offer.
Does the same problem apply to your website?
If you have more than one product to sell, it probably does. If you have more than one type of ideal customer you're trying to sell to, it probably does. And if there's more than one thing you want visitors to do (buy something, subscribe to your newsletter, share on social media...), it probably does, too.
The issue this leads to is excessive signaling on your website. That's when your site is sending a lot of different signals, each one saying "do this!", "pay attention to that!", "don't forget this!" - all at the same time.
Here's how you can solve the problem of excessive signaling and increase your conversion rates:
Solution 1: Narrow Your Focus
Are you already getting a steady stream of customers and clients from your website? If not, the best solution is to narrow your focus.
Specifically, you should reduce the number of different products/services you sell on your website to 1. And you should reduce the number of different customer avatars you have to 1, as well.
It's much more effective to start with one core offer and one ideal customer. You can then optimize your website and your marketing strategy for that. It means you have fewer pages to create, test and maintain. And it means you have a clearer focus for your content marketing, PPC ads and any other marketing material you create.
Solution 2: Self Segmentation & Multiple Landing Pages
If you already get a steady stream of business, adding more offers for more target groups can be a good idea. In this case, the solution to avoid excessive signaling is to create specific landing pages for each offer and for each target group.
Once you have those pages, make it as easy as possible for each visitor to find the right page (i.e. the page that makes the offer that appeals to them the most). The two most important ways to do this are:
- Clear and simple navigation.
- A clear and easy path for visitors to "self segment", as we showed in the video.
Solution 3: Quizzes
Quizzes can be very powerful for segmentation because of these advantages:
- Quizzes are extremely engaging. Meaning: if you show people a quiz, the majority of them will interact with it.
- You can gather detailed information through a series of questions.
That means you can show your visitors a super relevant offer that fits them like a glove. And in general, the more relevant and offer, the higher your conversion rates will be.
Over to You
What are your thoughts about this website review? Do you have further suggestions or other ideas about how the site could be improved? Let me know by leaving a comment!