If you have a website, chances are you're always looking for ways to improve your conversion rate. Like us, it probably keeps you up at night. Most people don't realize that their overall web design plays a key role in their overall conversion rate. If you haven't checked it in a while, we recommend taking another look at your website's design. You'll want to do so with an honest and open mind about how the design can actually affect your overall reputation, conversion rate, and profits. The following is a guide on how to increase your overall conversion rate with effective design.
Here's more information about using Mouseflow to increase your conversion rate: Funnel Analytics
Usability and Navigation
The first, and often overlooked, source of design flaws is in the website navigation. We all love websites that have an intelligent navigation flow that seems to work with (rather than against) you. When it comes to increasing conversions, this one is easy!
We recommend you take a step back and ask whether the current navigation delivers an ideal experience for all visitors.The key to understanding the relationship between navigation and conversions is realizing that the navigation is responsible for guiding visitors to the conversion point on your website; if the user experiences a smooth journey while navigating to their purchase point, it's more likely that they will follow through with a purchase.
The modern consumer industry promotes the idea of immediate results, which means users become frustrated if they have to spend time searching for what they want. By providing a seamless navigation, you will greatly enhance the experience of your potential customers.
Here are some tips to improve your website's navigation:
Make sure your navigation titles are clearly marked, that they describe the page they direct the user to, and that the spacing of all elements is evenly distributed.
The navigation should be simple and consistent throughout the site to promote uniformity and accessibility. If your website features many sub-pages, consider using a dropdown menu. Of course, test the mobile experience for this, as well.
Double check all of your links to ensure they are directing users to the correct pages. Make sure to fix any broken, missing, or incorrect links.
Make sure that the journey from entering your website to completing a conversion is as direct as possible. You can do this by making sure your navigation provides the shortest and most efficient route to your product and cart pages.
Use Mouseflow heatmaps to gather information about how visitors are using your website. This powerful tool displays detailed click counts, behavior statistics, and also shows you the most and least popular areas of your website. You can utilize this information to discover many things: what gets clicked, what doesn't get clicked, where visitors move their mouse, how far down the page visitors scroll, where visitors spend time, and more.
You want to design the navigation of your website needs to be done as if you're a potential customer. Ask yourself a few questions: Is the website easy to navigate? Can you find what you're looking for within a few minutes? Also, don't be afraid to check your competitors' websites to see how their navigation works. You'll have an advantage over your competition if you can rival or beat their design.
Graphics & Media Assets
The graphic features and images you place on your website have a great impact on your overall conversion rate. You can use certain elements can nudge your visitors along the sales funnel until they reach the checkout or subscription page:
Headlines: You should include large bold headlines that tell the visitor something they're interested in. Be sure to avoid using bulky text on each page because this can minimize interest and interaction.
CTA: Your call to action elements should provide a prompt to entice users and encourage interaction. Use verb-oriented language and check your Mouseflow heatmaps to evaluate the best placement.
Images: Find high quality professional images to help enhance the authority of your brand. Look for images that are not too large and that have extra visual clarity. The recommended image quality for a website is 96DPI and the image size should not exceed the width (in pixels) of your website. If needed, use image editing software to condense and optimize the files.
Color: The color scheme and visual contrast of your website speak to your customer and project your overall company image. If your website has a complimentary color scheme with appealing contrast, it will have a higher chance of maintaining user engagement and attracting returning users.
Empty Space: A simple, clean layout that follows modern design standards is attractive to users because it focuses their attention. Good web designers avoid bombarding users with too much information or too many graphics, not only because it is distracting but, because it can actually deter visitors. By utilizing empty space, you can drive customers to the core of your website and entice them to explore.
The goal of creating a visually appealing website is to boost conversions and keep visitors coming back. If users stay on your website and interact with elements, there is a higher chance that they will become a customer. To see examples of winning website design, please visit awwwards.com.
Fluid & Responsive Layouts
While the majority of users browse on desktop devices, mobile websites make up a large majority of the market share. If your website isn't providing a great mobile friendly experience, you will lose customers.
People can shop anywhere at any time, which leads to a large pool of customers that demand instantaneous results and a good user experience. The idea behind creating a brilliant mobile layout is to make the user experience more pleasurable for all.
Without a mobile friendly layout, smartphone users see a shrunken down version of your website. This forces users to zoom in, drag the screen in all directions, and ultimately contributes to a higher bounce rate because of the unpleasantness. By creating a website that caters to the needs of your users, you will encourage engagement, and increase the probability of converting them into customers.
Here are suggestions to improve your mobile layout:
Ask your developers to create a fluid layout that is responsive by utilizing Cascading Style Sheets (CSS) and media queries. A responsive websites detects the screen size of a visitors' device and changes the layout, accordingly.
Create different rules for font sizes based on preset screen widths in your CSS file(s). Your written content should be easily readable at every screen size and follow appropriate syntax for size, spacing and padding.
Keep testing your website to ensure it provides the best experience, usability, and accessibility to your customers' changing needs. We recommend watching Mouseflow recordings to see how the website looks for varying groups of visitors. By filtering to see recordings in different browsers (e.g. Chrome, Safari, Internet Explorer, Microsoft Edge), you get an accurate picture of how your site looks and performs on different platforms.
Your website design directly impacts your conversion rate and influences whether visitors will return to the site in the future. This, of course, plays a significant role in the overall success of your business. By centering your design efforts around the needs of visitors, you optimize the experience for all and improve your chances of success and sustainability.
So, if it's been some time since you checked the design of your site, why not take a look and evaluate it with fresh eyes? You might find several things you like and don't like - the important point is to always consider your users and how design decisions impact the overall success of your website.
By using a tool like Mouseflow, you get a first-hand glimpse at how your real visitors (in their natural state) behave on your website. Do you feel your conversion rate could benefit from an improved website design? If so, tell us how in the comments below.
This is a guest post from Aaron Gray. He is the co-founder of Studio 56 and a passionate digital marketing expert who has worked with some of the largest digital marketing agencies in Australia. He has been working in the digital marketing field for ten years. Aaron loves to travel the world to not only enhance his cultural experiences but learn and enhance his skills in the digital marketing industry. He is dedicated to helping others reach their online marketing goals.