Is Your Web Design Maximising Conversions?

Is Your Web Design Maximising Conversions?

You may have a solid marketing strategy, standout SEO and a great product, but nowadays that’s only half the battle. It’s no use driving all this traffic to your site if your design is sub-par. 

Good design helps create a website that’ll engage visitors and succeed in converting them into customers. In this post, we’re breaking down what works and what doesn’t, summarising easy ways to boost conversion and give bounce rates the boot. Let’s start by segmenting design and content.

What Makes a Good Design? 

A website’s design can be make or break for visitors. When was the last time you stuck around on a broken website? A cluttered or dysfunctional site results in a poor user experience, which will quickly damage credibility and deter customers from interacting with your company again. Luckily, you don’t have to be a design expert to keep visitors engaged.

Remember – keep it simple. Don’t overwhelm users with choice. 

Getting users to engage with your website and become a customer is easier for them when they’re not bombarded by a huge range of menu options. Evaluate all the site’s features to see if they really serve visitors’ needs, or if they’re just distracting them from finding the information they need to take action. 

Carve a clear path to conversion by: 

• Placing contact information prominently, including an email address or phone 
• number in the header 
• Simplifying navigation; limit the amount of menu choices and keep them to familiar terms such as About, Services, Blog, Contact Us, etc
• Remembering that not every inch of space needs to be filled – negative space guides the visitor’s eyes around the screen & gives page elements room to breathe 
• Decluttering any unnecessary photos/videos, graphics, pop-ups and widgets 
• Limiting the amount of fonts used & ensuring they’re easy to read
• Taking Google’s mobile-friendly test. The majority of web traffic comes from mobile users nowadays, so your site needs to be able to be used on smartphones.

OK – what about content?

Remember that while a picture is worth 1000 words, they can still make a webpage feel cluttered. If you’re unsure, it’s better to use images sparingly. Too many photos can end up interrupting the flow of a page and be just as unappealing to visitors as a big block of text. Make sure your images are of high quality and don’t clash with your websites’ colour palette. 

It’s not always easy to make informative content engaging, particularly as huge chunks of text are typically off-putting to viewers. Try to balance the proportions and make written content easier to digest by:

• Breaking up paragraphs into smaller chunks 
• Including paragraph headers
• Inserting graphics 
• Using lists

What Else?

1. If you’re not using call-to-actions on your landing page, your conversion rate is taking a hit. Buttons with dynamic phrases, e.g., ‘Subscribe Now’ or ‘Claim Yours Today’, are fundamental for guiding users towards taking action. 
2. Reviews, testimonials, before & afters, case studies: All persuasive content that can fill a homepage and break up chunks of text while establishing your credibility. A solid guideline to follow – feature three genuine reviews high up on your landing page and a minimum of one quote testimonial elsewhere on the page. 
3. Take a webpage loading speed test. According to Google, 53% of mobile users will leave a page that takes longer than three seconds to load – increasing your bounce rate and lowering conversion rates. A slow website is favoured less by search engines and will appear lower down the results pages to potential customers when they’re searching for your services. Slow speeds can be caused by a few things, so it might be worth taking a look at optimising your content and images for the web, or evaluating your web host. As your business grows, you need a web host that can grow with it. 

At Visionary, we know how to design and maintain websites for conversion. Whether you’re starting from scratch or just looking to refresh your brand, you can trust us to understand your company and start maximising your marketing potential. 

We aid with every step of the process, from design and development through to hosting your site on our ultra-secure servers. If you’re ready to achieve your business goals, take a look around at our work and get in touch today to see how Visionary can get you there.