We’ve been thinking a lot about conversion lately, and many a conversion expert cites that a major downfall of the typical homepage is too much information. In the face of overwhelming amounts of text and clutter, users often get side-tracked, confused, or worse, disinterested. As a result, many online campaigns utilize to-the-point landing pages, where extraneous information, graphics, and even navigation is stripped away.
This begs the question, is content still king or is it actually a hindrance to the action we want users to take? Non-scrolling homepages use to be the gold standard for usable design, only to be replaced by meatier, social media-laden pages where users sacrificed not having to scroll for higher levels of interaction. At the end of the day, are we looking for users to linger on our homepages, or just buy/call/fill out the form?