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Chapter 5. Landing Pages That Convert Vi... > Design Page Layout to Invite the Sal...

Design Page Layout to Invite the Sale

You're almost there. All you need to do now is ask for the sale! How your landing page is designed impacts your conversion rates. Does your current page lead shoppers down the path to a purchase, or does it let them wander aimlessly around your site? Here are some suggestions to reduce distraction while leading customers to the checkout line.

Position Critical Information Above the Fold

Product information, incentives, and the order button should all be seen on your landing page without scrolling. This section of a web page is also referred to as “above the fold.” Verify that key selling information is visible on multiple computer screen resolutions. Your Webmaster may have designed your site for a 1024×768 screen resolution, without considering other sizes. Your audience members who use an 800×600 screen resolution will see a smaller portion of the web page (compare Figures 5.6 and 5.7). Can't they scroll down? Of course they can. But it's just one more step you can eliminate to let them complete their purchase a little easier and faster.


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