In this Tips and Tricks article, we're looking into some of the core ingredients that make a website effective and attractive to visitors. Being all about path to conversion, we will focus on phone calls as a call to action, and what it is that we can do to increase the number of phone calls for the same ad spend.
When designing a website, it is important to keep in mind that every page has a specific role according to the expectations, needs, and desires of the website's visitors. Many businesses disguise their phone number in the footer, on a subpage or are not displaying it at all, in an attempt to “force” the visitor to a call to action that doesn’t include phone calls. Keep in mind that by doing so, chances are that you are saying NO to more customers than you may think. When 77% of the online shoppers want live assistance available with their purchases, can you afford not to have your phone number visible on your website? If you think about it for a while - do you meet your visitors’ expectations, needs, and desires by “hiding” maybe the most natural way for a human being to communicate with you? The phone call.
In this article, we will talk about how we can increase the conversions with minimum effort by looking into two website layout methods; the Z-layout and the F-layout. We would not argue saying these methods are the best solution for everyone, but they are proven concepts embraced by many marketers, and it turns out it those work very well in our trials in terms of increasing phone conversions.
“We’ve discovered that arguing that customers don’t want to talk anymore is like arguing that we are happy to remove 50% of our communication skills as human beings” - Mats Stigzelius - Co-founder, ProSkin (UK)
As most Western readers will read a website from left to right, top to bottom, the starting point for the Z-layout is actually quite simple: inflict the letter Z on top of the page and you should have something like this:
ProSkin’s website is a phenomenal example following the Z-Layout principles. It quickly and effectively takes your eye from point 1 to point 4, ending up with multiple powerful call to actions as well as one in between.
(Have you read the full ProSkin Case Study ?)
The F-layout uses scientific eyetracking studies to back up it’s concept. Studies shows that the human eye scans the screen in an F-pattern. If you look at Freespee’s website, maybe you can imagine yourself seeing an “F-pattern” in the design?
Similarly as with the Z-layout, the F-layout takes you from point 1 to 4 in a logical order. Let us break it down while looking at the examples above:
- Your logo grabs the user's attention at point 1, where they scan the navigation, search, phone number, etc.
- The phone number displayed at point 2, is the first call to action, and by displaying it in a colorful manner, you will also reinforce the eye movement.
- A featured image and/or informative text at point 3. Headlines that will encourage "title scanning" as the eye moves to the call to action.
- Icons and/or colorful buttons as "call to action" at point 4 to make it stand out more.
Most websites in our A/B-testing applying either of these methods (including Freespee’s revamped website), learned they could increase their call conversion rate up by more than 30% when making the phone number more visible... for the same Ad spend!
There are tons of information and best practices on this topic. Methods mentioned above are examples we have tested ourselves with good results. We encourage you to explore the best way for your business. However, don’t forget to track all data available to you.
Have you tried anything that had a great impact on your conversion rate? Please let us know in the comments.