Every website has a goal. It could be to gain readers, sell products or services or influence your audience to pick up their phone and call you. In the quest to enhance our website’s appearance, we can destroy our conversion rate. Conversion rates mean business. To convert, you need to align several key things, including content, SEO, social media, advertising and website design. But sometimes design and conversion can clash on your website. Here are some tips to bring homeostasis between these two frenemies.
How Design & Conversion Can Clash On Your Website
Don’t Design With Window Shopping in Mind
Web designers instinctively want to give your customers the ultimate browsing experience, eliciting wonder and awe when users reach your home page. For most businesses, the website should be a complete sales presentation, from pitch to close, NOT a window shopping browsing experience. That being said, the design needs to be up-to-par with industry standards. The instant visitors land on your site they should be smoothly taken through a buying process that is designed solely with conversion in mind.
Reduce the Number of Call to Actions on a Page
To improve conversion rates, widerfunnel.com tested six new variations on their website, each of which focused on just one call to action. And the results were a 43% conversion rate increase. The takeaway is even if you’ve got dozens of amazing features, don’t throw all of them at your potential customers. Choose the most powerful and run with it.
Get Rid of Complicated Tech Jargon
Make your design easy for new visitors to understand your product and how it can help them. A great example – a mobile business company Device Magic had built a beautiful homepage filled with lots of bullet points, options for organizations and developers, and even an introductory video explaining how everything worked. Concerned that it might be too technical and complex, they decided to test a simpler homepage by removing the video, bullet points and the developer and organization options. The new design made it easier for visitors to understand the product (with none of the jargon), and click-throughs to the signup page shot up by 35%.
Remove Unnecessary Content
Daily Burn (formerly Gyminee) designed a beautiful homepage complete with screenshots, visualized features, and even a fancy live calorie ticker. It was a designers dream! Curious to test out the conversion rate of this new design, they decided to do a simple split test and deleted part of the page. And guess what. It worked. Sometimes less is more…What is split testing? Split testing (also referred to as A/B testing or multivariate testing) is a method of conducting controlled, randomized experiments with the goal of improving a website metric, such as clicks, form completions, or purchases. Incoming traffic to the website is distributed between the original (control) and the different variations without any of the visitors knowing that they are part of an experiment. The tester waits for a statistically significant difference in behavior to emerge. The results from each variation are compared to determine which version showed the greatest improvement. Find out more about split testing here.
It’s All About Usability
When designing a website, you can pick up usability ideas from your competitor’s websites, from your own existing websites and by running split tests with user groups on one or more design templates. Go through each page and navigate like you were a regular visitor. Do the call to action button locations make sense? Can you easily click on them with a mobile device? Is the shopping cart working smoothly on mobile? You’ve got to work out all of the usability must-haves and then design around that.
Pretty Pictures, Slow Website
We love powerful images on a site. They can really make a difference in design. But all of that prettiness can take a toll on your loading speed. There are ways that designers can achieve design nirvana with conversion rates in mind. Try using background colors instead of images, buttons, etc. and avoid Flash. Test your website speed and get insights directly from Google through their page insights tool and enable gzip access to speed things up as well.
Are there any tips that you think we left out? Leave them in the comments below.
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