Each website has just first eight seconds to entice users with a convincing landing page before they leave. And if you fail to grab their attention, something is wrong with your website, and conversions will never happen.
Without significant conversion rate, all the traffic to your website makes little sense. If you want your website to have a staggering ROI, it is important that you start focusing on conversion rate optimization.
In this post, we will go through some crucial website design practices that will help you boost conversion rate of your website. If you are interested in more product sales or business leads, then, start paying attention NOW.
CTAs are one of the most vital aspects of conversion process. This is why you need to distinguish your most important page elements such as lead-generation forms and call-to-action buttons by placing them in a container. In the below images, the second one has a nice highlighter around the CTA button, which makes it stand out.
There are several elements on the page, like images, heading and text. However, most are just supporting elements that push visitors to your conversion goal. If your users are unable to identify (in a matter of seconds) which action is expected from them on a particular page, then, it would drastically hamper conversions.
Color and typography are the design elements that should be emphasized upon immensely. Studies have shown that effective use of colors on a website can affect customer’s buying decision. That’s why it is important to brainstorm while choosing the color scheme for different site elements, especially call-to-action buttons.
PRO TIP: Colors that entice users in America might not do the same for the user from Asia. This is why you need to study your targeted user base.
In addition to the color of the button, you also need to make sure that it gels with the background. For example, a light color on a light background will look dull. The whole idea behind contrast is to make the button ‘pop out’ from the background and grab visitor’s attention.
If you often drive on the road, then, you have seen and experienced directional cues in action. Directional cues hold the same importance when it comes to website conversion rate. Top UX designers highly recommended placing conversion goals with direction cues for improving conversions.
Directional cues are basically the elements on a webpage that ‘point’ to the element where the users must focus their attention. In the example above, as soon as you look at the page, your attention is being focused on the form. This makes you more likely to fill the form and search for hotels.
The human eye is naturally drawn to things that stand out from the crowd. For example, a tall guy among short people. In the similar sense, when it comes to CTAs, users would notice something when it stands out. To make it clearer, let’s look at the image below:
There are two buttons in the above screenshot, and clearly, the button that has ample white space around it is more likely to get user’s attention. When you put some space around an object, it starts to contrast with the area around it. This is why spacing is necessary around an object for better visibility.
Every designer knows that when it comes to website design, you have to clearly communicate your message to viewers or else, you will lose their attention. So, just putting all the information without any visual hierarchy isn’t a very sensible web design practice. Studies have shown users generally tend to get confused if there is no flow to the information. Let us look at the example below for better understanding:
Where did your eyes go when you first looked at the image? Most probably, the first circle. We naturally read from left to right and top to bottom. This is better known as the F-pattern of reading.
Now look at the image below.
Now where did you first look? Undoubtedly, at the top right circle. Shading a particular circle out of the bunch shifted your focus from one corner to the other. This is visual hierarchy. When designers do not want the user to follow the F-pattern of reading, they tend to highlight certain elements on the page in such a way that the user shifts their focus accordingly. This is known as Z-pattern of reading.
This is one of the most widely used design tactics. It is a universal truth consumers make a lot of decisions based on emotions. If you are able to make them feel alright about their decision, they are more likely to do things in your favor. The same rule applies when it comes to choosing images on your website.
You must have seen that many websites display images of people to portray some form of emotion. A positive emotion brings out positivity, so if you want your consumers to trust you, you would have a smiling face on the banner image.
Take an example of the banner image used by TaskRabbit. Being service driven, it uses ‘emotion’ images on their website. In the image above, the nice happy emotional connect between the consumer and service professional helps the website in building trust among users, thus, increases its conversion rate.
There has been a lot of discussion on the uniqueness of the website design. It’s more pertinent in the ecommerce arena where platforms have to stand out from the competition. The technology as well has put handy tools at the disposal of site builders interested in creating mesmerizing designs.
However, most websites are not created to be out-of-the-box from design perspective. Just creating unique design will not sell your product or service but it will certainly leave a lasting impression and make the first-time visitor stay for those precious few seconds.
Testimonials on your website and third party platforms help improve conversion rate greatly. Having testimonials and reviews can help persuade people to at least consider doing business with you. Having said that, it is equally vital to place testimonials at the right places.
Spinlister has done an amazing job when it comes to utilizing testimonials for better conversion rate. Along with testimonials and reviews, it has added latest customer interactions to entice users into using its service.
People do not look at the internet the same way they use to in the past. They are more aware and can easily point out stock images. So, it is high time to reconsider image use on your website. Don’t use a stock photo that has been used numerous times across several websites. Some of the most common mistakes when it comes to stock photos are:
Overly happy and enthusiastic people
To sum up, cheesy stock pictures do not add much value to your website as far as conversion is concerned. However, if you are in a situation where you must use stock imagery, always make sure that you do not go overboard with it and take your time to find the ideal piece of art.
What do an auto image slider, an auto-play video, and a flashing popup have in common? They are all irritating and hamper user experience. They get the attention of the visitors with the element of surprise but rarely benefit from conversion point of view. When it comes to conversion, you want visitor to focus on a single thing only, and that won’t happen with a self-moving image slider.
If you want to use image slider, then, make provision of clearly highlighted buttons for navigation. Don’t think twice before adding relevant CTAs.
How many times you started signing up for something but decided against it after seeing 20+ fields to fill? If your users have gone as far as clicking on that CTA, it would be suicidal on your part to greet them with a lengthy form – such as this one.
On the other hand, implementing a quick signup process like Dropbox would be a rather smart thing.
It is placed right on the homepage and only asks for name, email and password. It has used a unique approach where it only asks for email and password while all the other information is requested at a later stage. This is one of the most effective ways to make users enroll for your service.
Website design is not black or white. It is 50 shades of gray (perhaps more). While super sleek modern design is able to capture user attention for some websites, some (like Craigslist) do not rely on highly immersive website design for conversion. But just because a handful of websites get away with bad design doesn’t mean you can too.
Pay attention to above design tips, conversion ideas, and take care of every detail to craft a phenomenal design for your audience.
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