How To Improve Website conversions

There's two parts of a landing page: what's immediately visible (above the fold) and what the user scrolls to (below the fold). Let's start above the fold. To quote Donald Miller, a caveman should be able to glance at it and immediately grunt back what you offer. Here’s our formula:

1. Explain the value you provide (title)
2. Explain how you'll create it (subtitle)
3. Let the user visualise it (visual)
4. Make it believable (social proof)
5. Make taking the next step easy (CTA)

1. Title. There are 100 ways to write a good title, but we're going to focus on 3.
1.1.Explain what you do. When your product is unique all you have to do is explain what you do as simply as possible.
1.2.Hooks. Most products aren't unique. So a hook adds oomph.
The easiest way to write hooks is to address your customer's biggest objection.
1.3.Own your niche. Some startups transcend hooks. Another pattern is to own your niche in one line. Write with conviction. You're THE solution.

2.Subtitles. Subtitles are where you get specific. Introduce the product. Explain how it creates the value in your title.

3.Visuals. Show off your product in all its glory. The goal is to get as close to reality as possible. Don't show me fancy illustrations. Show me your product. Or even better, your product in action.

4.Social proof (above the fold) adds instant credibility to the value you're promising. Take Privy for example. Any startup can write “How small brands sell more online”. But it's their “18,000+ reviews” that make you believe it.

5.CTA. Your Call To Action makes taking the next step easy. Most buttons emphasise action: Sign Up, Start Trial etc. Here's 2 more compelling CTA types.

5.1 Call to value
Buttons which emphasise “value” over “action” usually perform better. The trick is to fulfil the value your title promises.
5.2 Objection handle
Add a few words to your CTA to handle the user's biggest objection to clicking.

6.Features & objections. The first thing you do below the fold is make concrete the value you promise above the fold. Take Riverside for example. Their title promises “podcasts that look and sound amazing”. Their first two features make this promise concrete.

7.More social proof. Above the fold social proof is about credibility. Below the fold social proof is about inspiring action. It's a free pass to sell your product. Use existing customers to bring to life the value you promise.

8.FAQ. There's going to be features and objections you want to mention that don't fit in neatly above. This is where your FAQ comes in. Write them down. Reframe into questions and answers.

9.Second CTA. We've done the hard selling. It's time for our 2nd CTA. This time we've got the luxury of space. So instead of dropping one measly button remind the customer why they're clicking.

10.Personal touch. Finally, you leave the customer with a story that makes you easy to sum up.

1/ Put yourself in their shoes
2/ Explain their problem
3/ Take ownership of it
4/ Show the happy ending
You're walking them down a path they'll want to walk themselves. Oh, and people buy from people.`

Putting it all together!
1/ Explain the value you provide (title)
2/ Explain how you'll create it (subtitle)
3/ Let the user visualise it (visual)
4/ Make it believable (social proof)
5/ Make taking the next step easy (CTA)
6/ Make the value concrete (features and objections)
7/ Bring to life your offer (social proof)
8/ Tie up loose ends (FAQ)
9/ Repeat your call to action (2nd CTA)
10/ Make yourself memorable (Founder's note)

Your website is your sales pitch. Never forget this. Examine each element and ask:
Would this help me sell if I met the customer in person? If not, remove it. You'll learn that fancy words and random images of people shaking hands don't get you far. More importantly, you'll learn the attitude of your customer and the words you need to convince them.