How Web Design Affects your Online Conversion Rates
5 minutes read
Looking to boost your online sales? Or the number of users filling out a contact form, or signing up to your newsletter? Conversion rates are the percentage of users who carry out a desired action or task that meets one of your business objectives, and your web design plays a more important role in the process than you think.
Great web design and user experience design work together hand in hand to help your business achieve booming conversion rates on your website. Optimising your website to create a streamlined journey from the home or landing page, to making a final purchase, will make the users experience a whole lot easier and drive your conversion rates.
Your web design can impact conversion rates in many ways. From intuitive design, to psychological elements and your websites user experience design, here is a few ways your website can be optimised to improve conversion rates.
A similarity between design and real life is that we subconsciously watch other peoples actions. On a website, our eyes are drawn to images or photography of other people. We unintentionally read their emotions to gauge the tone of the website. Your website should be packed with photography of your employees, customers or people demonstrating your products to draw in users and keep them engaged on your site. Using imagery can help navigate users to your call to actions or highlight important elements on a webpage. This will make your users journey from the home page to purchasing much easier and hopefully increase your sales conversion rates.
Websites that are decluttered and organised with an effective navigation structure in place is what users are expecting to find on your site. Websites that are minimal and tidy with a clear structure are much more likely to hold a customers trust and attention. We are naturally drawn and more attracted to design that is easy to understand, and hesitate when it comes to anything complicated or confusing and it’s the same when designing a website. Websites that are cluttered with badly designed content or ads are less likely to be trusted by users and will hold negative connotations of your site not being secure. A well structured and decluttered web design will hold short attention spans and improve your customer’s journey, boosting your online conversion.
We’re only human. We subconsciously like to compare one thing to another. Old, new, past and present experiences all contribute to our first impressions and how we like to interpret new experiences. Your website is no different. Users will compare your website to competitors sites or websites that share a similar structure, design or experience. Carrying out consistent research will enable you to optimise your website to be as good or even better than your competitors. Updating and developing your site to match or out do your competitors will increase the number of users visiting your site, while also decreasing the number of users leaving your site to go elsewhere.
Understanding User Behaviour
Your target audience segments all have different digital goals and expectations influencing how they interact with your site. Some customers will visit a website with the intentions to buy as soon as they make a search on google. But it’s not always as easy as that. A large percentage of your web traffic is users that will be carrying out research or are still in the initial stage of interest in the product or service your business is offering. These are the customers that you should be most interested in keeping attention on your website. They want to find out as much information about your business, products and services as quickly as possible, and this can be easily achieved through your web design. A small snippet or taster of all your websites content should be presented on your homepage to give your customers the information they want as soon as they land on your site. This could be done by a full-screen video, a slideshow including your latest work, products or latest offers, or simply an engaging web design with bold images, relevant text and call to actions, and plenty of white space with your most important content near the top of the web page.
When it comes to improving conversion, the navigation on your website is an essential part of web design that will help make this happen. A clear and easy to follow navigation or menu bar will create a hassle-free experience for customers to find exactly what they are looking for. If a customer has to spend too much time and effort navigating around your site, they will easily click off your website and look elsewhere. So why not make their experience as simple and interactive as possible? An easy way to do this is by creating instructions or microcopy on your website. These are pop up icons that give your customers tips on what to do or where to click next. They will keep your customer’s attention by creating an interactive element on your site. Customers will be more likely to make a purchase or sign up to a newsletter as they are being guided the whole way there.
Responsive Web Design
Having a website that is responsive is a must for improving your online conversion rates. It is a given that most of your web traffic will be coming from mobile users. A website optimised for mobile will make it easier for customers to get in touch with your business as they are able to make a phone call within a click of a button. It will also make your local listings much more effective as almost everyone will search the web on their mobile for recommendations while on the go. A website responsive to mobile should always have a menu that has been optimised for mobile screen sizes. This will make the navigation of your website on mobile clear and easy to understand. The content on your mobile responsive website should also be scaled and sized appropriately to ensure the best usability and readability for your customers.
User Experience + Conversion
User Experience design plays an important role in improving conversion rates on your website. A good design will make decision making on your website a lot easier for your customers, and so will there experience. Your website should be designed and optimised to provide a fast loading time and experience for your customers. This will lower the chance of them abandoning your website as a result of slow loading times. It could also make users more likely to proceed with their purchases after adding items to their shopping cart as they are already aware of the efficient loading times on the website. A clear navigation system and the placement or design of call to action headlines will also make your customers more likely to make a purchase or sign up to your newsletter. Making your customers online experience as easy and enjoyable as possible will gain their trust and boost your conversion on your website.
Your web design has a bigger influence on your customer’s actions than you would think. If your business is looking to boost it’s online conversion rates, your web design is the best place to start. An effective web design will help your customers make the right decisions all the way from landing on the homepage to making a final purchase.