Studies show that almost half of users form their attitude to the site based on its design. After all, a person perceives most of the information visually. This is what you need to keep in mind when developing a resource. It is known that taking into account the usability of the site can increase its conversion by 7 times! Contact a good web designer to turn your site into a piece of candy that you want to expand.

The success of the company's website depends on how high the traffic of the web resource. This is how business success is defined. To increase traffic, owners use various methods. These include contextual advertising, SEO promotion and email newsletters. The most important thing is to determine which users go to your page.

An Internet resource is created in order to promote a product or service. Therefore, the site should be interesting only to your target audience, and not to all users in a row.

What is website conversion.

The concept of conversion is understood as the ratio of targeted actions to the total number of visitors to the page. If out of 10 people performed 1 action, then the site conversion is 10%.

Each resource owner should work to ensure that any visitor enters to make a purchase or order, or subscribe to updates. The more often users perform such actions, the higher the conversion of the site. This means that the profit of the business owner will grow exponentially.

Factors affecting conversion:

  • sales territory;
  • the target audience;
  • market segment;
  • advertising campaign;
  • competitive advantage, etc.

To calculate conversion, follow this formula:

Number of leads / number of visitors * 100%.

Why increase conversion.

It is already clear that the higher the indicator of this process, the greater your profit from the Internet resource. But why is the emphasis on conversion?

After all, there are other ways: to increase the loyalty of the company by building relationships between current customers for repeat sales. You can attract even more users to increase the likelihood of orders.

However, there are some "BUT".

A large number of users believe that high investments are required in contextual advertising located on third-party resources.

Working with conversion involves working with the site. The range of possibilities is expanding, there is more room for movement, and the amount of investment will be minimal. Recall that advertising for site owners is increasing in value every day. Many marketers will confirm that advertising campaigns cannot prevail over the increase in the traffic of a resource. When you have achieved a high conversion: out of a hundred visitors, not ten, but thirty will make a purchase, only then you can spend money on high-quality contextual advertising. Keep in mind that with a low site conversion, advertising will not pay off.

What factors affect conversion.
  1. Unique web design. The placement of elements, the color of the background and buttons, the arrangement of fields with sections is the first thing that visitors pay attention to. If the business occupies a narrow segment of the market, where there is little competition, then it is acceptable to use template design options. If your company occupies a wide area of the market, then you will have to work on design ideas to increase loyalty to your brand.
  2. Quality content. Texts should be not only literate, but also motivating, useful and interesting. Content content should be meaningful to visitors and answer the most common questions about the product. You can also influence the increase in conversion by thematic unique images: your own photos and videos, animations. Before “uploading” content to the site, familiarize yourself with the content of competitors’ resources.
  3. Semantic core. An incorrectly chosen semantic core negatively affects the conversion. If among the keywords there are no incentives to buy (order, buy), then the target audience will not come to the site. Therefore, those who are interested in information about this product, and not its purchase, will get to the resource. Fill the SA with commercial words to the maximum.

Increase conversion through design.

Make sure that the person understands how to use the site: find the right product and navigate through the product catalog. The usual place to place the menu is the top or left margin. Do not place the menu elsewhere. Don't forget about breadcrumbs that will help the user to go back a few steps forward. For a wide range, apply filters for a faster search for the desired product. The more product categories, the wider the filters should be.

Site design.

Based on a study by Stanford University, almost half of the users form their attitude to the site based on its design. Therefore, do not be afraid to invest in the development of a unique design.

If your catalog contains products with complex uses or with a large set of technical characteristics, use graphics to clearly explain their features. Place images that make it clear how and where to use this product. Even if a person does not know his name, he will go straight from the picture to his card.

Contact details in a prominent place.
Place the phone number, mail address on the Main page in convenient places - in the header of the page and in the footer (below). Users do not trust sites without contact information. A good solution would be the location of the map, how to find your office or business.

Fast page loading.
According to research conducted by the Aberdeen Group, if a website takes even a second longer to load, conversions drop by 7-9% and customer loyalty drops by 15%. Today's people can wait less and less time. Be sure to check how fast your resource loads.


From user experience, it can be said that it is important not only what information you provide, but also how you present it. Let your site be filled with useful information, but if it does not attract the attention of customers, then this is a waste of work. Therefore, do not spare money in the development of an interesting design. Attachments return as high conversions and increased traffic.