Web design and conversions – is there a relationship between them? At first glance, it may seem that web design is a concept from the development field, while conversion is about marketing. However, this is precisely the case when these two concepts go hand in hand. And in this article, we have put together several approaches that will help you improve conversions through design. Let’s get started.
So, where does the user-site interaction begin? Right, by clicking the “Open” button. And if the site does not open within two to five seconds, then the further discussion about web design simply does not make sense. Therefore, before you begin to implement the principles of web design that improve conversion, you need to give users a chance to just get to your site in a few moments.
The more choices we get, the less likely we are to make a decision here and now. And this is true for web design as well. If a user lands on a landing page and immediately sees several calls to action – for example, register, download free material, leave contact details and buy goods, then most likely he will not do anything. Therefore, in the most correct version, this principle sounds like this – the user should have fewer options for choice, however, the one that he really needs, should be among the available alternatives.
Yes, you know about this principle. The ability to work with the site through mobile devices has long been one of the key features that users want to receive — and even the direction of your activity does not matter. Moreover, the mobile design should be convenient – that is, simplify the life of the user using a simplified, but still useful functionality and speed of response from the site.
In fact, it is impossible to give universal advice on which colors convert better or worse. Those colors that reflect the direction of activity, core values and form the right user associations convert best. For example, PayPal, and by the way, many other financial services, use white and blue in their designs. From the point of view of the psychology of marketing, these colors speak of confidence, stability, and security – and therefore they convert. Find the colors that will convey your marketing message correctly – and use them in your design.
This has long been one of the trends in web design – the one main image, which, like colors, spreads your main idea, instead of ten small images that only distract the user’s attention. At the same time, you can use it at the top of the site — for example, as PayPal which we already mentioned does, or make this image a full-fledged background of your site.
And by the way, do you remember we talked about the possibilities of choice? In this case, this principle also works. If a large number of images means more choices, for example, in an online store, then this simultaneously reduces the likelihood of conversion. Therefore, when deciding how many product photos to show your users, make sure that you have shown enough to make a choice – and not enough to make a choice impossible.
Continuing the conversation about one main image, think about integrating a full lead form on your website. In other words, this is a form that unfolds on the whole screen – and at the same time gives the user only two options to choose – either share the contacts in the form or close it and continue interacting with the site.
In addition, this form should be shown to the user at that moment when he will be ready to see it. For example, when a user flipped a page to a certain point, or when a user stopped performing further actions for several seconds, or if the user put the product to the cart and did not complete the ordering process – everything will depend on the specifics of your site and your target audience.
Minimalism is also a strong trend in recent years. We are constantly in the midst of informational noise, and therefore the ability to convey the essence with the help of a few words and design elements becomes key in the pursuit of conversions. And here it is very important to find a balance between the minimum amount of useful information and the maximum of useful functionality.
Continuing the conversation about useful functionality in minimalist design, it is necessary to say that users do not like it when they need to perform too many actions to achieve the desired result. Yes, this is partly about human psychology – sometimes it’s easier for us to give up a certain desire if its realization requires too much strength and other resources.
Therefore, make sure that at each stage of interaction with the site, you save the user’s efforts and time in all possible ways. The usual opportunity to login via social networks is just about that. Think about how else you can simplify the interaction so that the user has to perform no more than three actions on the site to achieve the desired result.
Figures and real reviews have great potential in order to increase conversions on the site. As for reviews, it will be a smart decision to also add the names and faces of users – to create a strong impression that this review is true and that this person exists. Moreover, we do not recommend creating fake reviews – this is a direct threat to your reputation.
Speaking of numbers, almost any statistics about your company and business have the ability to convince – it can be the number of your customers, the number of successful transactions, the number of years of work in the market, or even a countdown timer when it comes to a limited offer.
Of course, the list of web design principles that drive sales and conversions can be continued. We have listed the most key of them – therefore, make sure that you have implemented all this on your site.
Marie Barnes is a Marketing Communication Manager at LinksManagement and a writer for Bestforacar. Marie is an enthusiastic blogger interested in writing about technology, social media, work, travel, lifestyle, and current affairs. She shares her insights through blogging.