Why Your Landing Page Color Scheme is More Important Than You Think

When you think about getting landing pages to convert, what comes to mind? A good design? Copy that grabs attention? A big, bold CTA button?

While those things are all important factors to improving conversion rates, there’s one aspect of your site you may be overlooking, and it could be costing you customers.

We’re talking about color.

Surprised? Don’t be. Improving conversions is all about persuasion. You have to convince visitors to become customers based on only a few elements of your site. The problem with our modern persuasion tactics, however, is that we often focus too much on numbers and statistics and forget that we’re trying to sway real-life human beings. As it turns out, one of the biggest influencers for human decision-making is color.

In fact, there’s an entire branch of psychology dedicated to finding out how color affects human behavior (it’s called color psychology), and studies show that when it comes to converting customers, visuals matter.

In a peer-reviewed study, Dr. Satyendra Singh discovered that it takes a mere 90 seconds for customers to form an opinion of a product and that 62-90% of that interaction is determined by the color of the product alone.

So what does this mean for you? It means that if you’re looking to boost your conversion rates, your color scheme matters.

Here’s what you need to know…

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Choose Colors by Target Market

The human brain is designed to be a visual processor. It can digest visual information 60,000 times faster than plain text. This means that the colors you use on your landing pages will be instantly processed by your visitors, so knowing which colors will win them over is important.

But there are several ways you can go about choosing the most affective colors for your site. The first way is by assessing your target market, because different people process colors different ways.

Women Prefer…

In a survey on color and gender, 35% of women said blue was their favorite color, while 33% said orange was their least favorite color. If your target market is primarily women, stick with tints of blue, purple, and green, and avoid earthy tones like gray, brown, and orange.

Men Prefer…

If your target market is primarily men, you should use bold colors like red, blue, greens, and even black (it turns out you still want to avoid earthy tones, though). Use deeper and bolder shades of these colors, as they’re traditionally associated with masculinity (and avoid lighter “feminine” tints).

3-color-targeting-demographics

Source: Kissmetrics

If your market is mixed, however, don’t worry. Both men and women are shown to like popular colors in neutral shades, like blue or green. If you have a mixed market you can also choose colors based on nationality instead of gender, too.

International Markets Prefer…

If your company targets an international audience, be sure you understand how color is viewed in other nations. Americans tend to favor the color blue, for example, while Scandinavian countries prefer multi-colors.

In countries like China, for example, white is used for solemn occasions like funerals, so it isn’t associated with the same “happy” emotions (weddings, purity, etc.) that Americans attach to it, while bold colors like red or yellow are highly favored. Americans love blue for its sense of strength and security, but in some countries it’s symbolic of loneliness and sadness.

If you’re still not sure about choosing a color scheme based on your target market (or your market is too broad or convoluted), you can always choose colors based on your company’s personal branding instead.

Choose Colors by Brand Identity

Branding is an important part to any company, and because certain colors convey certain emotions, you want to make sure that your color choices reflect positive emotions for your business.

Red Conveys…

Red conveys a sense of excitement and boldness and is commonly used to advertise sales. It also ignites ideas of passion and hunger, so if you’re looking for immediate action (like a CTA button or a flash sale), use red.

Orange Conveys…

While not the most popular color, orange still has its place on your landing page if you want to communicate friendliness, fun, and confidence, which is why it’s often used for sports and children’s products. It can be used as an accent, or, if you’re an e-commerce site (think Amazon.com), you can use orange to encourage sales during the checkout process.

Yellow Conveys…

Yellow, arguably the happiest of all colors, reflects optimism, warmth, and happiness. If you want to communicate that your business is family-friendly, go with yellow shades. Oppositely, it’s also the color for warning. If you have elements of your site that need to be read right away, use a yellow accent color. Just make sure you don’t use it as a font color, as it can be hard to read if there’s not enough contrast.

Green Conveys…

Green is the color of tranquility, peacefulness, and nature. If you want customers to know that you’re eco-friendly and low maintenance, using green is a great way to do that. It’s also the perfect color for creative industries (graphic design, web development, arts, etc.) as one study indicates that when presented with flashes of green, people had more bursts of creativity than when shown any other color.

Blue Conveys…

Blue is one of the most loved and most used colors, which can be either good or bad depending on your goals. Blue conveys a sense of security, trust, and connection, which is why sites like Facebook use blue (and most of corporate America). But using blue can also mean you’re just like everyone else, so pairing it with less-used accent colors (like orange or yellow) can help differentiate you from your competition.

Purple Conveys…

Purple, like green, is the color of creativity, but it also conveys a sense of sophistication and wisdom, as it’s often associated with royalty. This is one of those colors that work well with luxury goods and services. It’s also heavily associated with femininity, especially in America, so if your target audience skews toward women, this is a great choice.

Black Conveys…

While black may or may not be an actual color, it is a standard for most text. But it can also be used as a deluxe tone. According to an article from Lifescript, black conveys elegance, sophistication, and power, and is considered timeless and classic. Black can also be used to communicate exclusivity and has an added sense of value.

White Conveys…

White can mean different things to different people, but its primary function when it comes to design is actually to help offset other visuals. It may not have inherent meaning beyond “clean” or “professional,” it’s still a valuable color (or non-color, depending on who you ask).

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image204

Source: Neil Patel

Choose Colors Strategically

If you’re still not sure which colors will help you reach maximum conversions, consider the following:

First impressions matter. You only get one chance (90 seconds!) to reach your audience with colors, so if you can’t decide between a bold red or a soft yellow, go for whichever will make the most initial impact. Just remember that you want to make a good impression on first-time visitors without alienating your returning customers, so use bold accents with white space to offset other elements. Keep your look clean, but attention-grabbing.

Use bright colors where action is needed. If color choice makes you panic because your current site feels boring (let’s say you used too many earth tones), don’t worry. Using color strategically is about finding areas that need to stand out. Use bright, bold colors like red, yellow, and orange on your CTA buttons, pop-up buttons, or as visual indicators of action steps (like arrows pointing on something to click). You can keep the rest of your page muted if you have standout colors in key areas to make up the difference.

Don’t fear a colored background. “Whitespace” doesn’t always have to be white. Your design may actually benefit from a colored background depending on your goals. In his book, Color Psychology: The Science of Using Colors to Persuade and Influence Purchase Decisions, Michael Campbell notes that colored backgrounds can actually create a personal encounter and stir emotions better than a plain white background.

Contrast your colors for legibility. As mentioned earlier, if you’re using bold colors like yellow or orange for your text, don’t put them on equally bright and bold backgrounds. If your text is muted, like gray or brown, make sure the colors are deep enough so they don’t fade into a white background. If you make content difficult to read, you won’t be converting anyone.

The Biggest Landing Page Design Mistakes and How to Fix Them

If you’re a web designer or developer, you know about landing pages. Chances are, you’ve dealt with your fair share, and you know that a good landing page will capture a visitor’s attention, drive ROI, and ultimately generate conversions that create more business. But what happens if your landing page is poorly designed?

Well, none of those things.

If you’ve been working on landing pages for a while and haven’t seen a significant boost to your conversion rates or leads, you may be making a few fatal design errors.

Today we’re looking at the biggest design mistakes when it comes to landing pages and what you can do to avoid them. Let’s dive in…

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Unoptimized Images

If you’re a web designer or developer, you’re probably sick of hearing about optimizing your images. But the reason you hear about it so often is that images are a big deal when it comes to design. Pictures have the power to connect and communicate with your audience and draw attention in ways that words alone can’t achieve. But when your images aren’t optimized properly, they can do far more harm than good.

Uncompressed Images

One of the biggest mistakes when it comes to images on your landing pages is keeping them uncompressed. An uncompressed image – or an image that renders at full size every time the page loads – will cause your site to load significantly slower. If you’ve done your homework, you know that site speed is a major factor in conversions. If the design of your site relies on images (which it should, but we’ll get to that), make sure your graphics are working for you and not against you.

How to fix it? CreativeBloq has a list of compression tools available for designers and developers to help compress images.

Unemotional Images

While file size and type have a dramatic impact on your design, it turns out the subject of your images is equally important to optimization.

When it comes to visual marketing, people love bold images of other humans. Human faces draw more attention than any other type of image on the web, and people tend to mimic the behavior of the images they’re seeing. If you have a picture where a person is looking in a certain direction, for example, your visitors will typically follow the image’s line of site, too.

Chemistry-lineofsite

A good example of line of site from Chemistry.com.

People also tend to copy the emotion they see in the images. One study conducted by Basecamp actually showed that by featuring an image of a smiling person on a landing page, they increased conversions by 102.5%. Basically, if you’re not using your images to convey human emotion and connection, you’re missing out on a huge opportunity.

How to fix it? Choose high-quality images with an emotional appeal (specifically, happy people) and use graphics that include a line of sight that points to specific content whenever possible.

Content Overload

Of course, when you’re designing a landing page, you should probably be using more images than text anyway. Why? Because people are statistically more likely to skim text-heavy pages, whereas sites with simple designs that minimize text and focus on images are far more likely to engage visitors.

Too Much Text

One of the biggest mistakes when it comes to designing a landing page is including too much static text without enough visually pleasing elements to balance it out. As a designer or developer, you may not have a ton of control over how much content needs to be included on the page, but you can use the design to minimize a text-heavy look.

The best way to do this is using white space strategically to make certain features stand out (images and graphics) while minimizing other features (long paragraphs or unnecessary text). Of course, the best thing for your site is to remove unnecessary copy all together, but if that’s not an option you can always use the layout and design to your advantage.

How to fix it? Incorporate white space throughout your site to highlight specific elements, such as the CTA button or a lead capture form. If possible, eliminate or combine text to make it easier to skim. Jimdo blog has some great recommendations for designers working with text.

Amble-cleandesign

Clean web design and good use of white space by the Amble App site.

Too Many Options

Another common content overload error is presenting your visitors with too many options to click through. One study by Sheeya Iyengar, a social psychologist at Columbia University, found that people react differently when given multiple options versus limited options; specifically, the more options they have to choose from, the less likely they are to choose at all.

What this means for your design is that having too many places to click, multiple CTAs, or a general “cluttered” look will turn visitors away fast.

How to fix it? The easiest solution is to keep your designs simple. Cut away any excess until you’re left with only the absolute essentials. Keep navigation to a minimum (that means eliminating drop down menus wherever possible, too), create one clear CTA per page, and don’t redirect visitors off your page unless you need to.

Ineffective CTAs

Your call to action (CTA) is another major player when it comes to having an effective landing page. But the problem with CTAs is that if they’re not executed well, they’re not going to do you any favors. If you want to really engage visitors, you’ll need to avoid these common CTA mistakes.

Wrong Placement

The biggest mistake when it comes to CTA is location. You’ve probably read endless articles giving you a variety of advice on where to put it – whether it’s above the fold or below or whether it should be on every landing page or a select few.

For the most part, the “right” location will depend on your website design and visitors. Most of the time, you’ll probably want to include a CTA above the fold – or in the top part of your design, incorporated with a strong image or graphic that grabs attention. According to some studies, most people spend around 80% of their time above the fold when they visit a site.

But as we’ve noted before, the location really depends on your visitors. If your visitors already know what you’re about when they come to your landing page for the first time, then having a CTA above the fold is the best thing you can do. However, if all of your visitors will be visiting to learn who you are and what you’re about, then having a CTA after some vital information may be more beneficial.

How to fix it? Know your customer base. Because location of your CTA is important, you’ll need to determine whether or not the people visiting your page have brand awareness of your company, product, or service before they visit your site. Brandwatch has some good suggestions for testing your brand awareness.

Wrong Colors

Besides placement, the next biggest mistake when it comes to CTAs is choosing the wrong color. Surprising? Well, don’t be shocked. In a study called Impact of Color in Marketing, researchers found that up to 90% of snap judgments are based on color alone.

Kissmetrics actually made an infographic about how colors affect purchases. While some studies note that no single color is the “right” choice (because color is often associated with personal experience) they all show that color choice does play a role in conversions.

How to fix it? Choose colors for your CTA buttons associated with the goals of your site and customer base. Blue, for example, is often associated with trust and security, while green works well for the budget-conscious crowd. Here are a few tips from CoSchedule to help you choose the right color for your site.

Firefox-greenCTA

Firefox uses a classic green CTA button for its free product.

Unresponsive Theme

While the other mistakes listed above are certainly faux pas, the number one biggest mistake when it comes to designing landing pages is not optimizing for mobile viewing. In other words, if your theme isn’t responsive, you’re doing it wrong.

This is especially true if a lot of your visitors come from social media and search. According to research, nearly 80% of all Facebook users access the web exclusively through mobile, and a quarter of all Internet searches happen via mobile devices. These statistics are only going to increase as the number of internet-connected devices increase, too.

How to fix it? This really comes down to choosing a good responsive theme for your website as a whole, but you should also optimize each landing page to be designed for mobile use by using images, scroll-friendly layout features, and text that’s easy to convert to small screens.

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Final Thoughts

Making sure your landing pages are doing their job can be tough, but there are a few great ways to minimize mistakes and boost conversions.

Optimize your images for fast speeds and choose pictures that people can relate to (i.e. happy!).

Minimize unnecessary content and focus on creating a visually appealing website that’s simple to use, so you don’t confuse or overload visitors.

Create a clear CTA that grabs attention where you need it and works for your purposes by choosing the right color, style, and placement.

Go mobile! Make sure your theme and landing pages are designed to be responsive to all screen sizes.

Should You Use Single-Step or Multi-Step Forms?

When it comes to conversions, most marketers hold to the age-old adage that “less is more.” But is that always true?

Well, yes and no. When it comes to forms in particular, simpler is usually better, but that doesn’t mean it’s the only option for engaging customers.

There are actually a couple ways you can approach creating forms to maximize conversions. The first way is considered the “simple” way, and it involves creating single-step forms with only a few questions and one “Submit” button. The other way is, of course, the “complicated” way, and involves creating multi-step forms that have several pages worth of questions and multiple “Next” and “Submit” buttons.

Initially, it may seem like the simple way is the clear winner when it comes to boosting conversion rates. After all, the less work a customer has to do to get what they want, the better, right? Well, not necessarily.

When the folks over at Conversion Fanatics did an A/B of single-step forms versus multi-step forms, they found that the conversion rates were fairly similar. In one case, they found that the multi-step form actually performed better.

So which choice is truly the best for conversions? Well, the answer depends on the goal of your form.

To simplify the process, we’re taking a look at both options to help you figure out which form type is best to get you the leads you want.

Let’s dig in…

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Simple, Single-Step Forms

Single-step forms are the most common type of form. They can include basic contact forms, subscription forms, and any form that gathers general information. For the most part, single-step forms are a great choice for conversions, especially when all you need is basic information. There’s no need to inundate your users with pages of form fields if all you want them to do is sign up for an email newsletter. But are they always the best choice? Well, it depends.

Single-Step Forms Work When…

In his research on optimizing contact forms, Neil Patel found that having only three form fields was better than having more fields when it came to conversions. By simplifying his forms, he improved his conversion rates by 26%. Basically, when it comes to contact forms, shorter is sweeter.

The same is true for forms that deal with opt-ins and lead generation. When dealing with users who are new to a site (or who essentially aren’t yet invested in your business), the single-step forms outmatch the multi-step forms more often.  

Single-step forms also tend to perform better for conversions when less information is needed or when enticing a customer to take a specific call-to-action.

Single-Step Forms Don’t Work When…

But single-step forms can actually backfire if you’re trying to gather too much information at one time. In fact, using more than 4 forms fields on a single-step form can send users running for the hills.

In one study, an 11-field version of a contact form was replaced with a 4-field version, which resulted in a 160% increase in the number of forms submitted and a 120% increase in overall conversions.

Not to mention that long forms can be extremely overwhelming to look at, even if they’re still considered single-step. In terms of conversions, single-step doesn’t work if the form is too long, like the example below.

longform

What Are the Best Uses for Single-Step Forms?

Single-step forms are a great choice for simple information gathering. If the majority of your forms are focused on opt-ins, contact information, or lead generation, then simple is the way to go.

Simple forms are also great for getting creative with animations, like the example below.

getstudiokit

Essentially, if you want to take advantage of single-step forms, remember to keep them short and sweet. Focus on the essentials and create a call-to-action that entices new customers without overwhelming them with information.

Complex, Multi-Step Forms

The general idea behind multiple-step forms is that the further the prospect goes down the sales funnel, the less likely they are to turn around when asked for valuable information. Essentially, they’re more likely to finish the whole form because they’re already committed. But does this idea hold up in the real world? Statistics point to yes.

Multi-Step Forms Work When…

One company compared user rates for single-forms versus multi-step forms and found that 14% more people finished the multi-step form than the single-step, including those who stopped filling out the form and returned to fill it out later. They found that people were more likely to finish longer forms when it required them to provide a lot of sensitive information.

Basically, people like filling out longer forms when they’re already invested in the process, like during checkout while shopping online.

Complex forms also work when you need to collect a lot of information, but you know that putting all of your form fields on one page will be overwhelming. By creating a multi-step process, the chances are higher that people will fill it out.

Multi-Step Forms Don’t Work When…

However, complex forms don’t work quite as well when you’re trying to generate brand new leads, or get people to subscribe to basic functions on your site like a newsletter or email list.

They also don’t work well if you don’t have the form’s progress clearly listed somewhere. It’s important to make sure that you provide the user with constant feedback on their progress to let them know how much more time they will require to finish the form.

What Are the Best Uses for Multi-Step Forms?

If you need a lot of information but don’t want to overwhelm your customers, multi-step forms are a great choice. If you’re curious about using multiple-step forms but still want the feel of a single-step form, you can also use what’s known as a single-field form. The single-field form includes multiple steps, but lets users fill it out one field at a time (like the example below).

Single-Field-Form-Interface

When it comes to conversions, however, the best uses for multiple-step forms include checkout processes (for e-commerce stores), and forms that require information from current customers or those who are already invested in your business.

Which Should You Choose?

Does the information presented here feel conflicting? Well, the reality is that either form will help you boost conversions if used in the right context. Certain form types work better in certain situations.

If you run an e-commerce store, for example, and you’re running into a lot of abandoned carts or find that your customers stop short of filling out the billing information, your forms might be better suited to the multi-step process. The same is true if you need a lot of information from your users upfront, but don’t want to overwhelm them with a single-page form. (Just make sure to include the progress as visibly as possible.)

On the other hand, if your forms are used more for gathering basic contact information or getting subscribers for a service or special offer, then single-step forms are a much better option. They’re quick to fill out and easy to animate, making them the perfect choice for quick conversions that don’t require a lot of investment from your users. And generally speaking, the age-old adage still stands… less is more.

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How Integrating Your Forms With Other Apps Will Save You Time and Effort

Does your company use forms? If so, you already know there are plenty of creative ways to use them, from gathering customer feedback to processing product orders and answering questions. But do you also know that your forms can do so much more than that? Your forms, when combined with other helpful productivity apps, can save you a ton of time and effort. How?

Two words: automated tasks.

When you set up a form, the last thing you want to do is track every entry, send a bunch of emails, and follow up with everyone who’s submitted a form on your site. That’s why it’s a necessity to set up automated processes for everything that happens after users hit “Submit.”

If you’re using a content management system like WordPress, you’re probably using plugins to manage your forms, which means you already have some level of automation in place. But there’s plenty more you can do with automation that can save you huge amounts of time (and that lets you do much cooler things).

So where’s the best place to start? With tools, of course.

Automation Tools

When it comes to automating tasks, Zapier is the granddaddy of all automation tools.

zapier

Zapier helps individual apps work together to create an automated workflow. You choose two apps to integrate, and when something happens in one app – someone fills out your form – something happens in the other app – you get a notification (or something much more creative, but we’ll get to that).

There are other alternatives to Zapier, like Pipemonk. But with over 350 apps supported, you have a better chance of finding the app you need using Zapier.

Once you’re setup in Zapier, which apps should you combine? Well, you should start with your form, obviously. After that, you’ll need to determine which app will help accomplish your goals. Let’s look at a few options.

zapier-happyfox

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Integrated Apps

Apps are a great way to get things done with minimal effort. They take heavy tasks like sending emails and creating databases off your shoulders so you can focus on other things. Here are some great examples of how apps can integrate with your forms to save time.

Send Marketing Emails

Chances are if you have a form, you’re probably collecting emails. But once a user gives you their information, where does it go? Do you collect all the form data together and store it away in some spreadsheet never to be seen again? If so, you’re missing a huge marketing opportunity.

By using a tool like Zapier, you can integrate your forms with apps like MailChimp or Intercom to send targeted emails to your users. It could be something as simple as a quick thank you email, or a follow up to a question or concern, or even a promotional email targeting a product or service they were interested in. Either way, sending out a quick, personalized message is the perfect way to keep customer attention and make sure your piles of gathered email addresses don’t waste away in a database somewhere.

Apps to consider: Email or marketing app such as MailChimp, Constant Contact, Campaign Monitor, Intercom, HubSpot, Pardot, Infusionsoft, etc.

Build and Save Databases

Of course, if you’re the type who still needs to collect form data in spreadsheets (and you actually plan on using it later), you can still automate the process to save you some time. Integrate your forms with apps like Google Sheets or Excel to capture bulk information quickly to save or use how you please.

This is especially helpful if you share your databases with other businesses or clients. You can connect your customer forms to any app needed, whether it’s setting up a card in Trello or sending form submissions to Go-To-Webinar. Either way, having your databases easily accessible is a great benefit.

Apps to consider: Database and form apps such as Google Sheets, Excel, Zoho CRM, Knack, FormKeep, Gravity Forms, etc.

Send Team Notifications

Your customers aren’t the only ones that need to receive notifications once a form is complete. You might also consider notifying your team so they can work to process any data that’s been submitted. That’s where SMS and other team notifications come into play. Use apps like SMS by Zapier, Slack, or Flowdock to send notifications to those who need it.

Of course, different notifications work best depending on your situation. Sometimes sending an SMS to every team member is the best choice, whereas a private chat message to a specific team member may be a better alternative. Whichever way you choose, you can use notifications to keep on top of your workload in real time.

Apps to consider: Instant messaging apps such as SMS by Zapier, Pushbullet, Notify My Android, Slack, HipChat, Flowdock, GoToMeeting, Jabber, etc.

Gather Leads for Social Content

Maybe you need your apps to do something a little more creative than standard notifications. How about setting up a workflow that turns your forms into social media posts? Apps like Buffer let you integrate forms (that you can design to gather specific pieces of information) that you can use for social updates.

This system also works to help manage content for your blog. If you use your forms to gather information like customer testimonials, you can easily create documents full of content that can be used to develop new posts later on. The Vadamalai Media Group did something similar by creating a vBulletin forum about agriculture where members could post products they wanted to buy or sell. Then, they made a Wufoo form that allowed visitors to fill out information about the items they want to buy or sell, gathered that information, and used it to create content.

Apps to consider: Lead generation or social apps such as Wufoo, Unbounce, vBulletin, Buffer, Yammer, etc.

Create Surveys

Surveys are a great way to find out what your customers are thinking, but sorting through the data can be a time-consuming job. If you use forms to gather customer feedback, why not integrate with other apps that automate all that information?

You can input your form surveys to a database or spreadsheet, then have those databases send feedback emails and even Twitter mentions to keep your customers feeling special.

Apps to consider: Any survey, database, or social app such as SurveyMonkey, Webflow, SurveyMethods, Twitter, Facebook pages, Google Sheets, etc.

Track Purchases and Orders

While most forms are about collecting basic information like names and emails, some forms are used for more serious business, like processing transactions and purchases. If you use your forms to take payments, then integrating with apps that make that process easy and secure is a must.

If you need mobile payments, you can use apps like Xero to process payments and track invoices. PayPal and Zoho Invoice will also do the job nicely, and most pair well with Zapier to connect seamlessly to your form software of choice.

Apps to consider: Ecommerce or billing apps such as Xero, PayPal, Square, Zoho Invoice, WooCommerce, Shopify, Braintree, Chargify, etc.

Manage Schedules and Bookings

Do you use forms to manage your business calendar and schedule customers for appointments? If so, you might want to consider integrating your forms with your favorite calendar apps to save time.

Some businesses use forms to help customers manage bookings, like the Visit Sierra Leone team. They have an airport transfer and travel guide service, so they created a form for people to submit their arrival information. When someone fills out the form, Zapier connects with Google Calendar and sends a confirmation email to the customer and an SMS message to the airport.

Apps to consider: Booking apps such as Google Calendar, YouCanBookMe, ScheduleOnce, Calendly, etc.

Give Customer Support

If you have customers, you have customer inquiries. If some of the forms on your site are dedicated to taking customer questions and feedback, you’ll want to make sure that process is as smooth as possible. There’s nothing customers hate more than a delayed response when they need help.

That’s where Zapier and other integrated apps can help. Apps like Zendesk make it easy to answer customer questions from one location, and you can import your forms directly to the virtual helpdesk. Do you need to give real-time answers to your customers? Try using a text or chat app like LiveChat to reach customers faster.

Apps to consider: Customer support apps such as Zendesk, Help Scout, HappyFox, LiveChat, LiveAgent, Pure Chat, etc.

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“Above the Fold” Design Strategies that Turn Visitors into Customers

One thing’s for sure – we all want websites that convert. But getting random site visitors to turn into customers isn’t always an easy task. You have to balance the right amount of attraction with the right amount of useful information to keep them on your page.

That’s where site design comes into play. Eye tracking research conducted by Jakob Nielsen reveals that when visiting a new website, up to 80% or more of a user’s attention is focused at the top of the page, known as “above the fold”. What does this mean? It means your most important information should be located there if you want to improve your conversion rates.

But what exactly is “above the fold” and how can it help boost conversions? Here’s what you need to know.

Above-the-Fold

What is “Above the Fold”?

“Above the fold” is a term for any content that displays at the top of a website’s landing page. The “fold” itself originated in the world of print, when newspapers were folded in half and the most important stories, headlines, and graphics were placed above the crease line in order to grab attention.

When the Internet became the main source for major news in lieu of newspapers, the fold still remained a defining point between content that was considered compelling and content that was purely informational. Once the Internet evolved as a main source of information, however, the fold became synonymous with the content that a visitor first sees when landing on a website without having to scroll down (which, in essence, is a “digital” fold).

But websites are not newspapers, and when it comes to this digital fold the real question remains: Does above the fold still matter?

And perhaps more importantly, does above the fold design still work for conversions?

Is It Still Important for Conversions?

The answer? Kind of…

Chartbeat argues that most conversions (about 66%) actually happen below the fold instead of above it, while some designers feel that the fold concept is obsolete altogether, and may have minimal impact on conversion rates. In terms of conversions, above the fold may be technically irrelevant.

However, those same designers will still argue that first impressions are important. And since users spend a majority of their time looking at information above the fold to judge a website’s validity, above the fold design strategies are still the best way to make a great impression.

Above the fold design is about giving customers a chance to spend time on your page. Statistics show that the longer users are engaged, the higher conversion rates will ultimately be.

So while it may not have immediate impact on conversion rates, it’s still a vital component for engagement and long-term conversions.

But what should you put above the fold to entice visitors?

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What to Include Above the Fold

A 2014 Google study found that advertisements placed above the fold were rated with 73% viewability (defined as 50% of the ad’s pixels being onscreen for one second) compared to only 44% viewability for ads placed below the fold.

A Nielsen Norman Group study also noted that, “What appears at the top of the page vs. what’s hidden will always influence the user experience – regardless of screen size.” The Nielsen study found that the difference between how users treat information they see above versus below the fold is 84%, meaning users will only scroll below the fold when what’s above it promises significant value.

DO give a promise of value

Above the fold design should set expectations for future content: Is what’s being offered interesting? Is it worth reading? Is it helpful?

The best way to add value is to choose design elements that grab attention:

  1.  Use images to create a happy environment that draws people in. Whether you’re selling a problem-solving solution or a vanity product, you’re also selling an experience. Choose graphics and images that reflect happiness to set the mood. The New York Times found that happiness is one of the main drivers for social media sharing.

Men-With-Pens

Image source: Men With Pens. A great example of “happy” design.

  1.  Choose headlines that offer solutions to problems (even if you’re selling a
    vanity item). Your graphics, images, and colors will probably be the first thing your users see when they visit your site, but your headline is what really tells them whether or not they should stay. Having headlines that address problems or pain points has been shown to increase conversions by 32% or more. Copyblogger has a great article for crafting headlines that work. But if all else fails, stick with a “How To” headline, as they’re shown to be the most effective (e.g. “How to Cure Your Acne in Just One Week”).
  2. Offer website differentiations that prove your credibility. Placing your website’s credentials — trust badges, social proof, etc. — above the fold is a tried and true method to increase conversions. This is especially true if you have an e-commerce website, as studies show that buyer confidence is often linked to trust. Cars.com recently boosted their conversion rate 2.7% by having a security seal on their site. Adding social proof and credibility indicators can improve conversion rates by 144.1% on landing pages.

Image source: Sidekick (now HubSpot Sales). A great example of using social proof (‘200,000+ Weekly Active Users”)

SideKick

DO include a Call to Action, but ONLY IF…

While it’s important to include a Call to Action (CTA) somewhere on your website, above the fold may not actually be the best place to do it (though there’s still some debate). In the past, most CTAs have been placed above the fold to grab attention, but, as Chartbeat noted, most interaction actually happens below the fold, making above the fold CTAs essentially useless.

Oli Gardner from Unbounce echoes that sentiment:Placing your CTA above the fold is the most common placement choice. However, this can be expecting too much of someone who has just arrived at your page.”

So does this mean that you should never include a CTA above the fold? Not necessarily. It depends on the kind of customers you’re trying to attract. You should include an above the fold CTA if…

  1.  Your site visitors already know who you are and what you offer. It’s best to give the CTA right away in this case, as they’re visiting your page to get something accomplished, not to learn more about your product or service. Or…
  1.  Your site visitors are new but what you offer has immediate, noticeable value. If what you’re offering is fairly straightforward (e.g. you sell soap and only soap), then your newbie visitors would benefit from an above the fold CTA, assuming you give them some content and context. In this case, including a few sentences about your product or service along with your CTA will increase conversions.

Buffer

Image source: Buffer.

However, if your customers don’t know who you are and what you do needs some additional explanation, do not put your CTA above the fold, as it may put off potential customers.

If you’re having trouble deciding whether or not to put your CTA above or below the fold, just remember that it’s all about motivation: How motivated is your visitor to click that button? If you find that your visitors may benefit from more copy related to your product or service in order to help them decide, then it’s better for your conversion rates to keep your CTA further down the page.

DON’T create a false bottom

Even if you’ve decided to keep your CTA above the fold, don’t forget to actually include something below the fold. Many websites create what’s known as a “false bottom” – a design that makes it seem as though there’s more information on the page to scroll to, but in reality has nothing else but the CTA.

If you’re really after conversions, you can’t stop at above the fold design. You have to include something that users can scroll down to, especially if your visitors are viewing your page from mobile devices. A 2015 Q2 MOVR Report revealed that 11% of mobile users start scrolling within 4 seconds when the page has finished loading. If you have nothing to show below the fold, your visitors are more likely to move on, which means fewer conversions for you.

Joanna Wiebe of Copy Hackers & Airstory says, “Don’t cram everything above the fold. Countless tests and [scroll-tracking] studies have shown that visitors are willing to scroll… as long as they know there’s something to scroll down for.”

What’s the best way to keep people scrolling? Include great content below the fold, too.

DO include great content below the fold

Ultimately, your visitors will decide quickly whether your site is of value, which is why it’s important to have a great above the fold design (you should put your most compelling content up there!). But once they begin scrolling, they’ll need more substantial information in order to take the next step (e.g. click that CTA button). If your site is nothing but above the fold design, you’ll miss out on the chance to truly convert. Be sure to include content that keeps your visitors scrolling after you attract their attention.

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