PPCZine

On our list of five top secrets to a higher conversion rate, secret number two was to make your sales page more readable. We touched on several good points, but here is a little more detail.

Make It Easy On the Eyes

Thousands of people using the web suffer from eyestrain. Studies have proven that reading performance drops sharply when people are on the internet. Don’t make it harder for them. Start by selecting a font that is large enough to read easily and has clean, simple lines. Italics may look pretty, but they are harder to read. Keep the background plain. Anything busy interferes with your ability to focus. It’s also important to use contrasting colors to help avoid eye fatigue. If your text is in a color that is in high contrast to your background color, people will be able to see it more clearly.

Make Your Page Easy To Scan

Don’t scare off your readers with a big block of intimidating text. Break it into short paragraphs with just a few sentences in each one. A nice white space between paragraphs keeps your page clean looking and gives the eyes a second to rest. Use bullets and subheadings to get their attention. Highlighting the words in different colors or using Bold letters immediately draws the eye to important areas.

Keep It Simple

Nobody likes clutter. Be ruthless when it comes to editing your sales page. Make sure every item serves a necessary purpose. Your site won’t look professional if it’s filled with too many bits and pieces. In this situation, less really is more, in most cases. Don’t use a lot of technical talk, either, unless that’s the customer you’re trying to attract. Most people don’t want to have to use a dictionary just to read a sales page.

Making your site easier to read will help build your conversion rate. There are thousands of potential customers who will simply leave if a page overwhelms their eyes. Before you finalize your page, have a completely neutral party look at it and give you their honest reaction. Remember this secret. Make it easy on the eyes and you’ll make more money.

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