Thread by @alexgarcia_atx

Small changes on your site can lead to a drastic ROI.

Thousands of eye-tracking studies show how users scan through web pages.

Optimizing for this will increase conversion rates.

Small changes = Big Money

Use these 7 hacks to optimize your site 🧵

1. The Top Left Corner Is Valuable

A user just visited your site.

The page loads and they’re ready to start scanning.

Here’s how ppl scan the above the fold:

- Start in the top left corner (#1)
- Scans to the right and a little lower(#2)
- Scans the rest of the section (#3)

What you should do:

- Top left corner should be your value prop (priority #1)
- Underneath it should be the sub-headline that shows how you create/provide the value (priority #2)
- On the right should be your product photo/social proof/ or lead form (priority #3)

2. F-Patterns

People read in F-patterns.

F-pattern shows that people choose to scan over reading.

Here’s how it works:

- A user will first read in a horizontal movement. They will scan the upper part of a content area. (The first bar in an F)

- Next, they scan a little lower and continue to scan horizontally (the second bar in an F)

- Lastly, users will scan down the left side of the page and scan down vertically

The F-Pattern is more dominant on text-heavy pages.

For example:

- Long-form sales pages
- Blog posts
- Search results page

Optimize for this with:

- Dominant headlines on the left
- Starting sentence with keywords

3. The Intro

Intro your opening paragraph with either a bold font or a larger font.

An eye-tracking study showed that 95% of users read all or some of the paragraphs that start in a larger font or boldface.

Use that first sentence to hook in the reader.

Bullet points can use this strategy too.

Boldface the first few words of each bullet point.

@TheHustle does this.

4. Above the fold

Here’s how most users will run through your site:

- They’ll read the above the fold area
- Scan the body of your site
- Read the bottom of your site

This doesn’t mean that people won’t scroll.

It means that your above-the-fold is precious real estate.

It's the real estate that influences how much of the body the user will read.

Use heatmaps to test how different above-the-fold sections sway the readers into scrolling.

5. Left to right

Most users will read left to right.

A study showed 80% of the time is spent viewing the left side of the page in comparison to 20% on the right.

Optimize for this.

Put headlines, sub-headlines, and context on the left

Social proof, product images, graphics on the right.

The Trends (@TheHustle) team did this with the Trends sales page.

6. Complimenting Imagery

You’ll notice high converting sites have an image of a product/person/graphic on the right.

This is on purpose.

It helps capture and retain attention.

Make sure it compliments the copy.

If it does -- users will be persuaded to read your copy.

7. Make your headlines stand out

Big headlines draw attention especially when a user just landed on your page.

It inherently says “read this”

Keep it in the left corner and you got a money maker.

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TL;DR Optimize your site

1. The top left corner is valuable af
2. Use F-pattern for text-heavy pages
3. Boldface the intro paragraph
4. Your above-the-fold is prime real estate
5. Readers scan left to right
6. Complimentary imagery retains attention
7. Make headlines stand out