Improve Home Page Conversion Rate?

by drr
2 replies
  • CRO
  • |
Hi CRO Experts,

Would love to hear some suggestions on how to improve the conversion rate for the below website:

AVC Laser Eye Surgery London | LASEK & LASIK Laser Eye Treatment

We've recently put in an autoresponser sequence, we've tried popups and free information/ebooks to be downloaded after signups. No improvements. It is a laser eye surgery clinic so clearly all notable USP's have been added into the home page.

Would love to hear some suggestions!
#conversion #home #improve #page #rate
  • Profile picture of the author savidge4
    I am going to be straight with you and say that the page is a train wreck. Without the least of hesitation I would remove the background image ( the eyeball ) and go straight white from top to bottom.

    Your Headline: "100% Of Advanced Vision Care Patients Have Achieved Driving Standard Vision Following Laser Eye Surgery."

    Is this a USP? kinda.. but it is basically a free standing statement with no other element on the page referring to it, or building apon the concept. As it stands.. it is inline with an "Expected" more so than a USP. Kinda like an Electrician saying "100% of our customers will have lights on when we leave." So a well no duh statement.

    Now if you were to throw the word "Guaranteed" at the end of that statement ( and obviously you cant ) THEN it without question becomes a USP. do you see the difference?

    Now the opt-in form.. WOW what am I opting in for? There are 3 choices: Request Consultation, Call Back, and Get Information. I get you have a drop down but the text "How can we help" is not white and blends. so the immediate eye glance is not suggesting there are options. I am just giving you my information and somehow you are going to know which I want?

    I might add the 3 options as radial options below the text information needed and then below the "Request More Information" have the drop in with the different type of information to request. - this as I see it would define the purpose and use of the form, and remove any confusion.

    Your call to action? "Submit", uh no. "Contact us now" maybe... Kind of a hard one because of the 3 options. but Contact us now is far better than submit.

    Now back up to the header section. you have a logo and phone number. That's good I guess. but I would float the phone number over to the right, and place some text "call for an appointment:" above the number. Then maybe drop in some text such as: "Advanced Vision Care on Harley Street, London have been pioneering vision correction treatments for over 25 years." just to the right of the logo to fill in the space a bit better.. and the USP of 25 years experience comes into play. ( That would be a USP that you can work with. )

    The body of the page I would remove the current USP box, bring the slider to the top of the page and below the slider introduce text that confirms and reinforces your NEW USP.. so bringing the whole section "Leading Laser Eye Surgery By Advanced Vision Care." up into this area.

    The bottom video section that we just pulled the body of text from I would leave the video to the right, and slide the video text over to the left column.

    Your footer. you currently have shadow text... it looks blurry.. you do what? you sell vision correction.. everything needs to be crystal clear! lose the blur.

    Its all kind of cosmetic.. but not really. If you were a client I would test all these changes... but I feel pretty confident that the changes will get you in the right direction, and then give you a better platform to test from and refine.

    Originally Posted by drr View Post

    Hi CRO Experts,

    Would love to hear some suggestions on how to improve the conversion rate for the below website:

    AVC Laser Eye Surgery London | LASEK & LASIK Laser Eye Treatment

    We've recently put in an autoresponser sequence, we've tried popups and free information/ebooks to be downloaded after signups. No improvements. It is a laser eye surgery clinic so clearly all notable USP's have been added into the home page.

    Would love to hear some suggestions!
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    Success is an ACT not an idea
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  • Profile picture of the author drr
    What amazing feedback, thanks.
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