Website usability issues can stop users dead in their tracks and kill your conversion rates before the rest of your website gets a chance to work its magic.
By simply focusing on one, often overlooked attribute of your website, not only could your conversion rate increase, but your spend in other areas of traffic generation, such as SEO and PPC may yield a far better Return on Investment.
A study by Microsoft found that a delay of less than 2-seconds in page-responsiveness reduced user satisfaction by 3.8% and clicks by 4.4%.
Remember that web design is an art. Finding the right balance when it comes to typography is a matter of trial and error. As with many things, less can be more. Consider performing a simple A/B test to help you discover what your readers respond to better.
Are there sufficient site features such as search boxes that people can use to find the relevant webpages they're searching for? How many actions does it take to get to the page they're interested in? How well are webpages categorized and organized? How well are navigational features constructed?
There is no definitive answer as to how long or how short your landing page should be. The optimum length is defined by who your audience is, what you’re trying to promote and what you're trying to achieve.
If you have a complicated offering that requires a lot of explanation and supporting content then it makes sense to provide details readers will need. Too long a landing page can affect its usability so it's important to consider who your readers are and they expect to find.
These are just a few examples of areas which could be affecting your webpages usability and in turn minimising your potential conversion rate. Creating a great user experience does not happen overnight. It takes research, on-going testing, time, money and attention – but it pays off in the long run.