No Unsupervised Thinking

How to increase conversion by guiding your audience


From PPC to offline advertising, you likely invest significantly in driving prospects to your site. But do you put the same amount of resources into guiding them through to conversion?

In our October 28 web clinic, we took a detailed look at how to clearly guide your audience from first visit to conversion. Researchers Boris Grinkot, Corey Trent, and Heather Andruk investigated five key elements to directing visitor eyepath:

The larger an element is in relation to other elements of a web page will determine how much it draws the visitor’s attention.

Adjusting the shape of an object can bring attention to specific elements.

The proper use of colors can increase the attention brought to the elements on a web page. However, too much color can become desensitizing to visitors.

Where you place elements on a web page will determine how often they are seen by visitors. It is possible to weigh the priority of elements on your web page by strategically arranging them.

Adding motion to a graphic will immediately grab your user’s attention. However, test this method with caution due to possible negative reactions.

Of course, the real key to these five elements is how you use them. So our researchers delved into best practices, sample templates, and a real-world case study with a 27% conversion increase that illustrates these principles in action.

Read the clinic summary (PDF) or view the full presentation video and then take a good, hard look at the elements on your own pages and think about how well they guide your audience.

Download the clinic summary:

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View the clinic presentation:

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You can also find selected Q&A from the clinic on the MarketingExperiments Blog.


Content —  Hunter Boyle
Corey Trent
Heather Andruk
Austin McCraw
Daniel Burstein
Boris Grinkot

Production — Austin McCraw
Cliff Rainer
Landon Calabello

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