by Nick Usborne
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Simplicity is probably the most important underlying factor when it comes to the performance of any Web page... whether your homepage, an interior page, a sales page, or a landing page.
Here are six ways to keep your pages simple and increase conversions.
1. Stick to one topic per page
This may not be possible always. But if you can stick to just a single topic, product, or service per page, then you simplify the experience for your visitors.
They don't have to choose—they don't have to decide where to focus their attention. All they have to do is read. From top to bottom.
2. Minimize the number of columns
Multi-column pages complicate the experience for your readers. Different areas of the page are competing for their attention. Again, they have to make choices, they have decide which column to look at first.
Or worse still, they may be reading your center information or sales column and then stop reading because they are distracted by something in another column.
If you can build your page with one column only, that is optimal and almost always has a significant impact on conversion rates.
3. Keep your message simple
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