User Experience (UX) & Web Design That Converts

Created 8 years ago in Product & Design / User Experience

Google and other giants have the same problems with their web pages as most other sites on the web. 1000 people land on a web page and 900 of those visitors “bounce” by clicking the “back” button within 5-10 seconds. What's going on with this?

After years of research using heat-maps (which track mouse and click movements) as well as eye-cams and extensive A:B testing some important wisdom has been gained.

The most important concept is called “above the fold.” This idea comes from the newspaper business where only what is visible in the window of the newspaper box will be read by people passing by. Therefore the newspaper must drive sales based only on what appears “above the fold.”

Think about it: if a headline that appears in the window of the newspaper box GRABS you: the next step is to purchase the paper. The same idea applies to your website.

1. Whatever is crucial to letting your ideal audience know they have arrived at the correct website to find what they are seeking...

2. And tells them what to do next (known as the “call to action”)

...MUST appear “above the fold” in that area of the web page which can be viewed without having to scroll down.

Of course there are other elements such as where the eyes go first on the page that can impact the performance of the site. Contact me today for the low-down on which color choices are most likely to grab the visitor's attention and create the maximum forward momentum based on established research.