Typically, when businesses want to improve their conversions, they focus on value propositions, setting up sales funnels, A/B testing and CTA buttons. Now, these are obviously all-great ways of improving website conversions. But one important yet often overlooked aspect is the website’s design. To put it bluntly: Your content won’t matter much if the customer can’t bring himself or herself to continue browsing through your website.
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Psychologically, customers are programmed to behave in a certain way depending on first impressions. So your design has to be both alluring and enticing to wheel customers in. Oh! And let’s not forget that the design has to be simple too.
Whether you realize it or not, I am sure you also make a split second decision to continue reading a website’s content depending on the first impression you get when you first see the website.
It’s all about perception.
So you have to ensure that you make a great first impression. And then once you have wheeled in customers to your site, you can start thinking of ways to optimize your content and pages based on the customer’s behavior patterns. But let’s not get ahead of ourselves. As they say, you have to crawl before you can walk and walk before you can run.
Today we’ll explore how better designs can help improve website conversions.
But first, let’s get some basics straight:
What is a Conversion Rate?
A conversion rate is the percentage of website visitors who convert on an offer. It can be webinar registrations, lead magnets or sales. However, there’s much more to conversion rates than simply tracking the conversion rate percentage. You want to know exactly how many people are finding your website and content and how many of those who find your website convert to potential buyers.
It’s important to note, however, that people might not necessarily convert the first time around. But with a bit of work and a well thought out website, you’ll have more conversions in no time.
How Do You Increase Conversion Rates With Designs?
To increase your conversion rate, you need to know what works and what doesn’t. Your customers no doubt have expectations and preferences and it’s your prerogative to find out what those expectations are so that you can align your offers to match their expectations.
Pay attention to usability
You want to make your customers life as easy as possible and you can only do this by making your website usable. How easy is it for your customers to find your website? When they do find your website, how easy is it for them to navigate? The usability of your website is kind of a big deal as it will affect whether you convert visitors to buyers. It goes beyond just being visually alluring and includes how intuitive or user-friendly the website is. Some of the factors that help improve usability include:
Most people don’t have the patience or time to wait around for a slow website to come around. So you have to ensure that your website is snappy and highly responsive. If your website takes a longer time to load, you could turn away customers.
Far too often you see websites try to jam information into a small space and this not only makes navigation hard but it also affects the readability of your content. Most times people will not even read through everything on your page but if readability is a problem then you are going to lose even more potential customers before you even start. And it’s disappointing especially because you’ve probably put in effort, time and money into every single detail on the website.
Pay Attention to the Web Design Aesthetics
You need to put some thought into the graphic design you incorporate on your website. You must remember that people like visually interesting things. So whether they will visit your website, stay or leave depends on whether they find your website visually pleasing enough.
How Better Designs Can Better Your Website’s Conversion Rates
With the advances in technology, users are no longer limited to accessing websites on desktops. Most people now prefer to view everything on their mobile phones. Accessing a website that’s meant for a pc on a mobile phone can be a frustrating experience. From the sluggish response to having to zoom in to read the text, it can be extremely annoying. Designing a responsive website that adjusts automatically according to the screen provides the customers with a fulfilling experience.
In addition, using great images as part of your design also helps attract more users as images convey emotions. However, you need to ensure that the images represent your brand.
Wrapping It Up
No one wants to run into a wall full of text and have to spend minutes figuring out what they should do next. Having intuitive and user-friendly designs on your website helps simplify the customer’s decision-making process and contributes to more conversion rates. Keep in mind that the reason why you are investing in a more intuitive design is so that you can help your visitors find what they are looking for more quickly so that they can make an informed purchase decision.