How Web Design Affects Conversion Rate Optimization
You may be great at designing and coming up with remarkable sites that are loved by your clients. The question is, what can you say about the conversion rate of the latest website you made? Certainly, only a few could answer that question.
Others might think that it not their job to know that since they are designers. 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 aesthetics of their site, nearly all websites are created for a purpose, which is to make more profits.
The website’s conversion goal or purpose can come in the form of lead generation by means of filling down forms, signing up for free trials, downloading a brochure and buying directly from a site – such as in eCommerce websites.
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.
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:
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 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.
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. 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.
Regular users are not fond of long and complicated processes. Therefore, if you are expecting them to do something, be very clear about it. 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.
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.