You may be great at designing and coming up with remarkable sites that are loved by your clients. Having an aesthetically pleasing impact on the eye in a visual sense, and this is certainly important in one sense. The question is, what can you say about the conversion rate of the latest website you created for yourself or a client? Certainly, only a few could answer that question as it is not always the factor prioritized when ultimately it should be the only thing considered result as it represents the website’s success or failure overall.
Others might think that it is not their job to know that since they are designers and not conversion specialists. However, you are aware that people do not create websites for no good reason, right? With the exception of clients who are just concerned about the visual perspective of their site, nearly all websites are created for a purpose, which is to conform to a call-to-action, whatever that might be for the specific company within that industry. Design is just a tool to achieve greater conversion rate optimization.
The website’s conversion goal or purpose can come in the form of lead generation software by means of filling down forms, signing up for free trial periods, downloading a brochure, agreeing to a demonstration or finally making purchase directly from a site – such as in eCommerce website stores.
At the end of the day, if the design you create does not help people achieve this conversion goal in any way, even if your website is beautifully designed, it would not be useful to your client and you will find yourself failing to please.
Things that have an Effect on Conversion Rate
Usually, people will tell you that you need good, relevant content, which is a must. This and the images you include must be a cut above the rest. However, your website design can also strongly influence your conversion rates. As a matter of fact, it has a lot to do with human psychology. There are some things you need to consider which switches the focus to the vital components, avoids the fluff of vanity and gets results through logical direction.
Right Color Choices leads to ‘call to Action’
There is a wide range of color schemes that appeal to various demographics. Therefore, you need to use colors that appeal to your ideal target audience. Fortunately, you can expect a call to action, and viewers really follow what they are told or requested to do, but you need a clever copy, persuasive writing and strong identity.
Easy to Recall Identity
Perhaps the first and most important word to think about is your business name. It should be easy to remember, but there should also be an available web domain so you can register easily and be recognised. If it is no longer available, you can use a business name generator to find the most suitable and, at the same time, available name.
Communication via Visual Presentation
Some people are busy or impatient to read content. So, it would be a lot easier to convey what you want to say by means of visuals. In general, people just browse through long content. It would help to break up content into smaller sections and add bold subheadings.
Infographics are on the rise, so you could consider having one of these placed on the landing page which is clear, concise and informative. Also making sure the appearance is tidy and will align with your brand messaging and style or identity.
Regular users are not fond of a long and complicated processes. Therefore, if you are expecting them to do something, be very clear about it and simplify the journey to completion. Remember your primary objective and present secondary goals when the first one is accomplished. As an example, if you want them to like your FB page, do not ask it while a person is checking out, but only after he/she completes the purchase. Seamlessly integrate into the next section without unneeded steps which will create a barrier to the important parts and decrease your conversion rate. Monitor these with website analytics to see which steps are causing the user to leave your page. There are heat map tools which show where you traffic is going exactly on the page and which content or features they are avoiding and failing to progress from.
This may also correlate with the sources of the traffic you receive so analytical analysis, reports, research and breakdowns are crucial to discovering patterns such as organic traffic is converting at x percent, where as Twitter referrals are less successful but your AdWords are delivering the best results, therefore focus more efforts on this marketing activity opposed to the ones which are not working.
Split test everything until you have the ideal scenario of a powerfully converting website, and you (or your clients), will be overjoyed with the results longer-term for the business.
Many people use smart devices, so it is best to use a responsive web design, and avoid old designs that are cluttered and bulky. You can consider using a separate mobile app if it would help your business. Many businesses neglect the mobile side of design and expect it to magically sync with the desktop design – but this is not the case. It needs as much, if not more attention due to the way the world consumes through alternative devices such as mobile and tablet. You need to prepare for this, shift the structure and adapt the content to be viewed in a more compact situation.