Web design that converts
Every business needs a robust, high-impact website to educate users and convince them your product meets their needs.
However even the most beautifully designed, perfectly optimised site will fail to generate sales unless there are some essential conversion techniques in place.
Follow these key design tips to cultivate loyal customers, increase conversions and drive more sales through your website.
1. FEATURE CLEAR CALLS TO ACTION
Make it as easy as possible for users to take action on your site by featuring a prominent Call to Action (CTA) above the fold (in the top half) of the page.
Your CTA could be purchase-based or it could fulfil the user’s need to educate themselves about your company or product, for example in the form of a downloadable white paper or newsletter sign-up. Whatever the purpose of the CTA, it needs to stand out and grab the user’s attention.
Use a contrasting colour to increase visibility and text that represents the action your visitors are taking such as ‘sign up now’, ‘ try it for free’ or ‘buy it now’.
A study by Hubspot showcased a software company that increased conversion rates by nearly 106% by altering their homepage design to include a prominent call to action:
2. INCLUDE MULTIMEDIA SUCH AS VIDEO
Online users are increasingly busy and seek to address their informational needs in the quickest ways possible.
Video content is a fantastic way to get your message across and offers a number of benefits. Its combined audio and visual format makes video easier for people to understand and retain information about your product or service.
It is also multi-purpose and can be used to explain highly technical products, highlight customer testimonials or introduce your brand to new users.
Video marketing needn’t break the bank and these days it is possible to produce a high quality video reasonably inexpensively. However if your budget doesn’t stretch that far, infographics and SlideShare presentations are highly effective alternatives to help you deliver key messages. Here's an example of a SlideShare presentation we uploaded to YouTube at no cost.
Varying the formats in which you present information online gives the user more choice and increases your message reach.
3. INSTIL CONFIDENCE WITH TRUST SYMBOLS
A key consideration for any potential new customer is evidence of good customer service and a product they can trust. Site seals such as Yelp and TripAdvisor badges or a dynamic reviews widget showing customer feedback will instil confidence in your product.
Demonstrate the security measures you have taken to protect users’ data with trust symbols such as PayPal’s certification logo or anti-virus seals from Norton or McAfee.
A quick and easy way to convey security on your site is to install an SSL (Secure Sockets Layer) certificate. This will change the the protocol of your site from http to secure https and encrypt all data entered onto your website. It will also display the green padlock icon to the left of the address bar and enhance your SEO, since https is considered a ranking factor.
You can read more about the benefits of making your site HTTPS secure here or contact us to install an SSL certificate on your site today.
4. EMBRACE THE WHITE SPACE
Uncluttered web design and use of white space gives the user’s eyes a chance to rest between content sections on screen. Don’t cram too much information onto the page as this will make the design look busy and confuse the user, causing them to leave your site and find the information they need elsewhere.
Minimalism is key here: make your design easy on the eye and break your text into smaller chunks so it is easier to read. Learn more about how to structure your web content to create a good user experience in our guide to writing for the web.
5. STAY MOBILE AND RESPONSIVE
More and more people are accessing the web on the go, so the need for responsive, mobile friendly design is essential to keep people tuned to your site. A recent report by Smart Insights revealed that mobile commerce sales currently account for one third of online ecommerce sales and by 2021, more than half of online sales will be mobile.
It’s essential you provide a positive cross-device experience for your users and there are a number of ways you can achieve this. A prominent search bar, fast-loading images and obvious link buttons are just a few examples.
These useful tips to boost sales through your website are easy to implement and can make a big difference to your company’s bottom line. With just a few tweaks and additions, you will see an increase in conversions and sales.
If you need advice on how to freshen up your web design to boost sales, please contact us today.