How to Increase Website Conversion Through Design
Studies show that almost half of users form their opinion of a website based on its design. After all, people take in most information visually, and that's something to keep in mind when building a website. Paying attention to usability is known to increase a site's conversion rate by as much as 7 times! Work with a good web designer to make your site as tempting as a piece of candy you can't wait to unwrap.
The success of a company website depends on how much traffic it gets, and that's how business success is measured. To increase traffic, owners use a range of methods, including PPC advertising, SEO, and email newsletters. The most important thing is to determine which users are coming to your page.
A website is created to promote a product or service. That's why it should appeal to your target audience specifically, not to every user out there.
What is website conversion?
Conversion is the ratio of target actions to the total number of visitors to a page. If 1 out of 10 people takes the action, the site's conversion rate is 10%.
Every website owner should work to make sure that visitors come to the site to make a purchase, place an order, or subscribe to updates. The more often users take these actions, the higher the site's conversion rate, which means the business owner's profit will grow exponentially.
Factors that affect conversion
- sales territory;
- target audience;
- market segment;
- advertising campaign;
- competitive advantage, etc.
To calculate your conversion rate, use this formula:
Number of leads / number of visitors × 100%.
Why increase conversion?
It's already clear that the higher your conversion rate, the more profit your website brings. But why focus on conversion?
After all, there are other ways to grow: you can build customer loyalty by nurturing relationships with existing customers to drive repeat sales, or you can attract even more users to increase the chance of orders.
However, there are a few "buts."
Many people believe that PPC advertising on third-party websites requires a large investment.
Working on conversion means working on your own website. You have more options and more room to maneuver, and the investment is minimal. Keep in mind that advertising costs for website owners are rising every day. Many marketers will confirm that ad campaigns can't outweigh growth in a website's traffic. Only once you've achieved a high conversion rate, where 30 out of 100 visitors make a purchase instead of 10, does it make sense to spend money on quality PPC advertising. With a low conversion rate, advertising won't pay off.
What factors affect conversion?
- Unique web design. The placement of elements, the colors of the background and buttons, and the layout of sections are the first things visitors notice. If your business operates in a narrow market segment with little competition, a template design is acceptable. If your company covers a broad market, you'll need to invest in design ideas that build loyalty to your brand.
- Quality content. Copy should be not only well written but also motivating, useful, and engaging. Content should be meaningful to visitors and answer the most common questions about the product. Unique, relevant visuals can also boost conversions: your own photos, videos, and animations. Before publishing content on your site, review what your competitors have on theirs.
- Keyword list. A poorly chosen set of keywords hurts conversion. If your keywords don't include purchase-intent terms (order, buy), your target audience won't come to the site. Instead, you'll attract people who want information about the product rather than to buy it. Include as many commercial keywords as possible.
Increase conversion through design
Navigation
Make sure visitors understand how to use the site: how to find the right product and browse the product catalog. The menu usually goes at the top or along the left side of the page. Don't put it anywhere else. Don't forget breadcrumbs, which help users go back a few steps. For a wide product range, add filters so people can find what they need faster. The more product categories you have, the more detailed your filters should be.
Site design
According to a Stanford University study, almost half of users form their opinion of a website based on its design. So don't be afraid to invest in a unique design.
If your catalog includes products that are complex to use or have a long list of technical specifications, use graphics to explain their features clearly. Add images that show how and where the product is used. Even if a visitor doesn't know the product's name, they can go straight from the picture to the product page.
Contact details in a prominent place
Put your phone number and email address on the home page where they're easy to find: in the header and the footer. Users don't trust websites without contact information. Adding a map showing how to find your office or business is also a good idea.
Fast page loading
According to research by the Aberdeen Group, a delay of even one second in page load time reduces conversions by 7–9% and customer loyalty by 15%. People today are willing to wait less and less, so be sure to check how fast your website loads.
Conclusion
User experience shows that what matters is not only the information you provide but also how you present it. Your site may be full of useful information, but if it doesn't capture customers' attention, that effort is wasted. So don't skimp on developing an engaging design. The investment pays off in higher conversions and more traffic.
