How to Define Visitors’ Eye Path to Lead Them to the Conversion Goal

By Matthew Kammerer on July 22, 2014 in Web Design
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Thanks to our sponsor, VWO. VWO has made publishing possible this month on UX Booth. Here’s an article from their blog:

How to Define Visitors’ Eye Path to Lead Them to the Conversion Goal

How you arrange information on a page determines where people look. Position page elements in the easiest sequence possible so that it intuitively leads visitors to the conversion goal.

The ‘Fold’ Isn’t As Important As You Think

It is important to remember that ‘above-the-fold’ space is the prime real estate of your website. While the best practice suggests that your call-to-action should always be above the fold, several case studies have proven otherwise. The call-to-action should be positioned when visitors have all the information they need to take action and no sooner. Fold matters but not as much as you think.

In a test run by Marketing Experiments, they crammed important sales information above-the-fold. While most marketers in the audience believed that this page will outperform the original, the page actually proved to be a dismal failure with a huge negative lift.

Read the full article here.

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