G'day. Troy Dean here, and in this video I'd like to talk to you about your home page of your website and why it may be underperforming. Take a look at your home page and ask yourself: If you knew nothing about your organisation and you knew nothing about your company, what does your home page ask the user to do?
More and more, time and time again, I see home pages with multiple calls to action, multiple buttons to push, multiple things to fill in, and it creates a lot of confusion, and what it does is it gives the user an easy out. They're not sure what to do. They're confused by all the options, and so they leave. So in my humble opinion, a successful home page should have one single call to action. It should ask the user to do one thing only.
I'm going to give you an example of a beautiful home page that asks the user to do only one thing. It's the home page for a cloud based file sharing service called Dropbox. If you go to Dropbox.com and analyse the home page, I'll let you do the work, but there's only one thing that it asks you to do on this home page. It's a very simple action that it asks you to take. It's very focused. There are no distractions. It doesn't give you any other doors to go through. It just gives you one option.
The other resource I'm going to give you, which I'll link to under this video, is “The Anatomy of a Perfect Landing Page” by the KISSmetrics guys. KISSmetrics are a company that run web analytics on websites, and they have an article on their blog called “The Anatomy of a Perfect Landing Page.” I'd like you to have a look at “The Anatomy of a Perfect Landing Page” and think about how you can apply it to your home page.
If you have a look at the home page of my website, at TroyDean.com.au, it's based on “The Anatomy of a Perfect Landing Page.” There is a single call to action.
So check out Dropbox. Have a look at “The Anatomy of a Perfect Landing Page,” the link underneath. Have a look at my home page and then have a look at your homepage and ask yourself where you might be losing potential leads because you're confusing them and giving them too many options.
I hope that helps, and I look forward to seeing you in the next video.
Kissmetrics Landing Page Anatomy
“More and more, time and time again, I see home pages with multiple calls to action, multiple buttons to push, multiple things to fill in, and it creates a lot of confusion, and what it does is it gives the user an easy out. They’re not sure what to do.” You seemed to have a lot of work to do.
True story Paul – there are lots of website home pages with many calls to action that need fixing. If only I had time to fix them all 🙂