Remember that Zoolander movie scene, where Mugatu brainwashes Derek Zoolander so that he could kill the Malaysian Prime Minister?
The movie villains influence our hero with the famous: “Derek, do not get distracted by the beautiful celebrities.”
Their main goal would be compromised if he didn’t focus on his main target. Distractions would literally drive him away from the kill (conversion).
You need to lose EVERY nice, shiny, cool, bold, serious, minimalistic, intelligent and whatever button, link, image, video, hover effect, menu and copy, if it doesn’t help the prospect “glide” through your funnel with as least obstacles as possible to reach a conversion.
A pragmatic approach, if you find yourself in doubt about including an element to your site or not, don’t.
The user’s attention is one, and you don’t want it to be pulled away from the action they should complete.
No matter what page of your eCommerce site we are talking about, you should stop including “what looks good” or the “best practices” and start thinking in terms of “what really works” and “tested practices”. I know is hard without a proper A/B testing and optimization plan, so if you haven’t started yet, you should have.
In the following example you will understand how easy it is to miss the obvious:
Distractions are conversion killers – Period -.
The Rule of ONE
Your landing page must have a clear purpose, one specific goal. If it’s not clear for you it will not be clear for your prospects so think about what is it that you are trying to achieve and execute it the simplest way you can. Pages with multiple CTAs and/or lots of product offers can lead to confusion, frustration and abandonment.
This Rule of ONE refers to:
- ONE Purpose
- ONE CTA (call to action)
- ONE Point of Focus
Having one clear purpose will not just make it easier for prospects browsing your site, but also for you. You can create content focusing on that purpose only. Make sure your headline and value proposition clearly address the page purpose.
Simple, single, relevant and clear CTA is your only option. Trust me. Don’t add share buttons, event registrations, newsletter sign ups if this is not the purpose of the page. Don’t be afraid of cutting off any unnecessary, distractive secondary conversion killers CTAs. Imagine a product page with lots of social media and friend shares and no sales… FAIL.
Point of Focus
Here is where design meets strategy and where through visual dominance your web page design can guide your visitor to your objective. Streamline the design to make Derek not get distracted by the beautiful celebrities.
Distractions is not the amount of elements on the page. Distraction is any element that shouldn’t be there. So having 3 or 5 testimonials can help rather than distract. Above all, use your common sense, although we all know it’s the least common of senses.