5 Simple Web Design Tips to Make Your Conversion Rates Skyrocket
by Dan Radak
While a lot of people claim that the traffic of their website is the most accurate measure of its success, there are those who see it as nothing more than a vanity metric. There are a lot of ways in which you can drive more traffic your way but having people actually subscribe or buy from you is something completely different. Because of this, finding a way to boost your conversion rates may be even more important. Sure, targeting people who are already browsing through your niche might be your first objective but there are also more than a few things in your design that could help you boost your sales by quite a bit.
Moreover, as soon as you start conducting some research on this topic you will learn that there is a great gap in conversion rate brackets. Namely, the average rate is at about 2.35 percent but the websites in the top 25 percent have more than double that number (5.31 percent). The higher you go, the more noticeable this difference becomes and by the time you reach the top 10 percent of the most successful websites, you will see conversion rates of 11.45 percent or higher. Here are several web design principles that might just help get you sorted in this group.
1. Reduce the number of choices
The first thing you need to know in order to boost your average conversion rate is the Hick’s Law. According to it, the more choices you give to your audience, the more time it will take them to make a decision. As an online retailer, you need to keep in mind that impulse buying serves as one of your strongest tools and the more time your visitor gets, the lower your chances of conversion are.
One popular study from 2000 experimented on two groups of test subjects. The first group was presented with 24 different types of jam, while the others were offered 6 varieties to choose from. The group presented with more choices showed only one-tenth of interest in actually making a purchase when compared to their counterparts from the other group.
This is why it might be smart to reduce the number of interactive elements on your landing page in order to help direct the focus of your audience towards the right CTA (call-to-action) button.
2. Adequate support
The next thing you need to keep in mind is the fact that the quality of your design isn’t something that lasts indefinitely. Sooner or later, there will be updates, patches and fixes on your website and when this happens, you need to be 100 percent sure that your website won’t crash. This is why you need to hold the website maintenance in as high regard as you do the design. Some digital agencies like Quikclicks offer both ongoing support as well as some basic training for your staff to deal with some of the simplest compatibility-related matters. Keep in mind that the consistency is of the utmost importance.
3. CTA button design
The design of your CTA button matters more than you can imagine. For instance, a mandatory informational video prior to presenting your visitors with a CTA button can boost your CTR (click-through-rate) by 144 percent, while inserting the CTA in an actual video might get you 380 percent more clicks. Although these numbers may seem as too much, keep in mind that when it comes to the CTA, every single detail counts. Even the choice of color (red vs. green) can result in a 21 percent conversion rate difference (in favor of red).
4. Visual hierarchy
According to some surveys, 8 out of 10 people online are not willing to read past the headlines. Even these remaining two, however, are likely to first skim through the text before they decide to actually see what it’s all about. There are some who attribute this to laziness but there are also those who beg to differ. You see, there is a claim that the human mind processes visual information 60,000 times faster than text, which means that by the time they start reading the headline, they already have an opinion about your website.
In order to exploit this idea to your benefit, you need to make sure you have an appropriate visual hierarchy that will captivate your audience and guide them towards the shopping cart. Earlier on, we mentioned the idea of using a video to introduce them to your product or company, but there are other ways to do so, as well. Start with choosing the appropriate color; however, this can often depend on the product or the industry, which makes the choice situational. Next, you need to keep them interested with the use of appropriate images. Unfortunately, this is a bit tricky, seeing as how images in high resolution might be too heavy on your website’s resources.
5. Think about mobile users
In the end, you should always have in mind the fact that mobile users are the majority of your audience so you need a design that looks great both on a PC and smartphone screen. To achieve this, you need to embrace several mobile-friendly principles. Firstly, your layout needs to be scroll-friendly. Secondly, clickable elements need to be optimized for touch. Thirdly, the proper use of whitespace is a must in order for your text to appear well organized. Finally, using mobile-friendly formats such as infographics, commix and videos is a fail-proof idea.
At the end of the day, if your product is either too expensive or of inferior quality, not even the best-designed website is going to help your conversion rate. The above-listed five tricks are only there to help you triumph over those who would otherwise be your industry peers. Still, to those who have already sorted their business plan and did all they could for their company’s infrastructure, these five simple improvements might just turn out to be more than enough.
Dan Radak is a marketing professional with ten years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and regular contributor to Technivorz.
October 24, 2017
July 13, 2017