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Welcome to HomeBiz_Bites

Formerly Dee's Helpful Info.

Wednesday  March 31,2010

ISSN 1544-998X Library of Congress Copyright 2010,
All Rights Reserved

Published by Donna Sweat

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In This Issue

A. Top Sponsor Ad
B. Privacy Policy
C. In This Issue
D. Introduction
E. Feature Article
F. Subscriber Biz_Bites
G. Recommended Resources
H. Personal Resources
I. Ezine Ad Swaps
J. Editor Comments
K. Advertising Options!
L. Disclaimer

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Introduction

Find more information on Your Overloaded Homepage Hurts

Donna Sweat
Email Me
BizWizEboo ks

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Ank Kurn

Free Insider's Guide to Internet Marketing
Get traffic, convert visitors, measure revenue
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Feature Article

Your Overloaded Homepage Hurts Conversions
Tim Ash , CEO, SiteTuners.com

Your poor overloaded homepage.
Just like Atlas it carries the weight of the world on its
shoulders. Under the staggering load of all of this content
your homepage is groaning and not fulfilling its purpose.
Your homepage does not serve any of its intended
constituencies well.

And just like Atlas shrugging, it has decided to throw off
the ridiculous burdens you have placed upon it. It does
this by becoming a confusing and jumbled mess.

Unfortunately, the bottom line for you is lower conversion
rates.

So how do you remedy this situation?

Here are a few thoughts:
It's not a democracy

Everyone wants to pile stuff on your homepage. Products,
partnership announcements, press releases, job
opportunities, marketing copy, positioning statements,
sales special offers. In addition to that you have your
global navigation and menus, email signup form, and of
course a lot of distracting graphics, videos, or animations
to emphasize "key" content even more.

Often, too many internal company interests compete for
real estate and prominence on the home page. Over time,
nothing gets taken away -- new items are simply added to it.

Unfortunately, this often leads to a phenomenon known as
the "tragedy of the commons." If too many shepherds have
unrestricted access to the unregulated common grazing
lands, the sheep will overwhelm the grass's ability to
regenerate itself -- destroying it for everyone. The
individual self-interest of shepherds undercuts the common
good.

By emphasizing too many items on a Web page, we destroy
visitors' ability to find key information and paralyze them
from making a decision.

    If you emphasize everything,
    then nothing will be important.

Fight the internal company political fight. Does HR really
need to have job listings on the homepage? Does PR really
need a ticker showing the latest company press releases to
everyone who visits? Does a new product launch aimed at a
tiny percentage of your audience really merit homepage
featured status?

By removing non mission-critical content, or demoting it
to much less prominent status, you focus visitors on what
is important.
Begin with the end in mind

What is the purpose of the homepage? The homepage should
focus on key conversion actions that have a measureable
impact on company revenue. There has to be agreement on
this companywide. If this purpose is a long list with lots
of commas in it, you have failed before you have begun.

    The purpose of the homepage is to get people off of
the homepage.

The homepage should act as a signpost to make people aware
of the existence of important information or options for
them to consider and should direct them deeper into the
site towards more targeted content. The basis role of the
home page should be to let people self-select into roles or
tasks that you may want them to accomplish. The sooner they
get closer to their very specific reason for visiting the
site, the better off everyone will be.
Check your visual clutter

Graphics designers are rarely trained in maximizing
conversion. The best ones pride themselves on their ability
to be non-conformists, and their ability to "think outside
the box." They are bored with doing regular production-
oriented graphic design work and like to keep themselves
entertained by doing something new and interesting on every
project.

Common over-the-top visual elements include wild
background colors, giant graphical billboards taking up
prime page real estate, garish text treatments in headlines
and buttons, visual embellishments and flourishes on
unimportant parts of the page, and unnecessary animation or
video.

    Unless a visual element directly supports a key
conversion action, it should be removed.

Your graphic designers need to be kept on a short leash,
and their work should be subordinated to the business
purpose of the site.

Tim Ash, Landing Page OptimizationTim Ash is the CEO of
SiteTuners.com, a landing page optimization firm that
offers conversion consulting, full-service, guaranteed-
improvement tests, and software tools to improve
conversion. SiteTuners' unique AttentionWizard.com visual
attention simulation software tool can be used on a landing
page screenshot or mock-up to quickly identify major
conversion issues. Tim has worked with many leading
companies and is a highly-regarded speaker at Internet
marketing conferences. He is a contributing columnist to
several industry publications and is the author of the
bestselling book Landing Page Optimization and founder of
the Conversion Conference.

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Subscriber Biz_Bites

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Recommended Resources

10 Tips to a Great Web Page
Ten helpful tips for creating better, more useful Web
pages.
Tip Here

Beginner Tip: 5 Steps To A Great Home Page
A good home page helps turn casual visitors into repeat
visitors - or even customers! ... Receive valuable tips
on web design, search engine optimization, ...
Steps Here

Tips Tricks How to and Beyond - Web Design Resource
Tips-Tricks.com
Tips & Tricks to get your site on the top of major
search engines. This page tells you what channels you
can use to promote your web site. ...
Tips Here

Top Web Site Promotion and SEO Tips
Web site tips to help improve the quality and popularity
of your website.
Tips Here

TMG Tips Homepage
TMG Helps Page giving default sentences, source categories,
Templates, and general Helps and Hints for The Master
Genealogist.
Tips Here

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Contact Info

HomeBiz_Bites published by Donna Sweat
Email
Website

416 Desmond Street
Sayre, Pennsylvania 18840 © 2010

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Disclaimer

I am not responsible for any content, accuracy or legality
of any ads or articles published in this ezine other than
my own. Though I try to shape the tone of all ads with our
submission guidelines, It is not possible to re-check all
the programs being offered. So, please respond to each
opportunity that you are interested in with caution.
Thank you.  

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Copyright © 2010 - All Rights Reserved
Donna Sweat, Publisher

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