How to Improve Your Homepage with the R.A.P.I.D. Optimization Framework

Do you feel like your homepage could do a better job at attracting more prospects?

Maybe your homepage gets decent traffic, but visitors don’t end up taking the action you need them to like signing up to your email list or contacting you about your services...

Sound familiar? Then watch the video or read on to learn our 5-part R.A.P.I.D. optimization framework so you can start boosting your homepage conversions right away.

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The R.A.P.I.D. Framework

Before we dive into each step of the R.A.P.I.D. homepage optimization process, let's define it for you quickly:

Readability

Above the Fold

Persuade

Increase Social Proof 

Decrease Anxiety 

Learn this framework well and you'll see improvements in your homepage’s conversion rate...

Step #1: Readability 

It goes without saying, but the text on your homepage (or any page on your website for that matter) needs to be readable.

Poor readability usually occurs when there’s low contrast between your text and the background it’s displayed on.

For example, black text on a white background scores high on the readability scale where white text on a white background is invisible.

Often, readability issues occur when you display text over photo images. That’s because photos usually contain a range of light to dark colors that some part of your text blends into.

Such readability issues are easy to fix however. Just apply a semi-transparent overlay to your background images. This will increase the visual contrast between your text and background.

To learn more about how you can quickly improve your background images to improve readability, check out this post: Make the Background Images of Your Website Look More Professional in 4 Simple Steps

Step #2: Above the Fold 

The first thing people see when they arrive on your website is your homepage’s above-the-fold section. This is the most important digital real estate on your website because you have less than 5 seconds to make it crystal clear what your business is all about.

That means your above-the-fold section needs to be engaging. It should immediately convey:

  • What your online business does 
  • Who your products or services are for
  • What’s unique about your products or services compared to your competitors

Pay close attention to your copy here, not just colors, logo positioning, font styling and images. Improving the clarity of your copy will help capture people's attention and increase engagement.

Simplify and remove all elements that might confuse your visitors or distract from your primary conversion goal. 

Step #3: Persuade

Now that you've grabbed your visitor’s attention, it's time to persuade them. 

A clear call-to-action in your above-the-fold section needs to prompt visitors to take the next step.

You’re in charge of guiding visitors towards your conversion goal so consider deploying one the following elements to help do that: 

  • Call-to-action button 
  • Video link
  • Opt-in offer 
  • Social sharing option 

Pro Tip

Minimize confusion and maximize engagement through clear call-to-action copy and design.

Watch the video below to learn more:

Step #4: Increase Social Proof

Social Proof is a powerful way to show potential customers that your products or services are legit. 

That’s why positioning testimonials below your above-the-fold section is a great way to build trust with new prospects: 

And to make showcasing testimonials super easy on your homepage, check out Thrive Ovation.

To see just how easy testimonial management is with Thrive Ovation, watch this quick tutorial video:

Step #5: Decrease Anxiety 

This last step in the R.A.P.I.D. homepage optimization framework focuses on making your new site visitors feel at ease.

You can do this by both displaying social proof across your homepage as well as introducing the person or team behind your business.

To make this super easy, the Thrive Visual Editor includes several “Team” and “About” category Block templates for you to choose from, customize and publish on your homepage.

Now It’s Your Turn

Now that you know how to use this 5-part R.A.P.I.D. homepage optimization framework, it’s time to apply it to your own website.

Give it a go and let us know if it helped to improve your homepage engagement.

In fact, did you find any issues with your current homepage after watching the video? Let us know in the comments below!

Author: Hanne

Hanne knows exactly what companies have ever retargeted her (she keeps an updated file). And when she's not busy discussing high-level funnel design over cocktails with the equally geeky, you'll find her discovering a place for the first time

  • Richard Pijs says:

    Thank you for the quick tips. I’m just struggling on how to make my homepage better. I’m nog satisfied with action taken on my site. I’m not getting enough subscribers to my free e-book and nobody is filling in the form on my sales pages. I guess I have to much on my homepage to confuse my visitors. Time to change things around. First step: your RAPID strategy. Thanks again. Hope this works 😉

  • Randal V says:

    Hanne, the format of providing example after example of homepages with your recommendations is very instructive. Just one comment about something that caught my attention.

    I was distracted quite a bit because of the audio quality. It was very “echoey”. It’s a little surprising since you’re wearing a lavaliere mic. So my guess is there are lots of hard surfaces in that room that are bare (no carpets, rugs, or tapestries). If the room acoustics were improved I think your audience, whether or not they would consciously realize it – would appreciate the improvement to the audio. Thanks again for all your videos!

  • eric says:

    Excellent straight forward presentation Hanne!! Thank you this helps a lot!

  • Michael says:

    Thank you so much for covering the 10% that has the 90% of the impact on conversion. I have two new home pages that are not published yet. If I put them in the Thrive support, would you have access to it to kindly share your observations?

  • nguyenquanghoang says:

    Thank you for sharing the great video, I am working on optimizing my homepage according to your RAPID strategy.

  • juliedoran.jd18 says:

    Fantastic insights Hanne! I was happy to see I hit one of the recommendations well. Got some work to do though to improve my space above the fold. Thanks heaps 🙂

  • juliedoran.jd18 says:

    Hi Hanne – really enjoyed this advice! Have jumped in and implemented today and am really happy with the improvements made. 100% improvement. Glad I took a screenshot of what my landing page looked like BEFORE I made the changes. Thank you!

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