Web design can significantly impact conversion rate because it affects how users perceive and interact with a website.
A well-designed website can create a positive user experience and encourage visitors to take desired actions, such as making a purchase or filling out a form. On the other hand, a poorly designed website can discourage users and lead to a low conversion rate.
There are several factors to consider when designing a website to maximise conversion rate. Let’s explore the most crucial ones.
Follow The 5 Second Rule
The "5 second rule" is a guideline that suggests that a website should be able to communicate its main purpose or value proposition to visitors within the first five seconds of them arriving on the site. This is based on the idea that people generally have short attention spans and are easily distracted, so it is important for a website to quickly grab their attention and clearly communicate its purpose in order to keep them engaged and interested.
There are a few key elements that can help a website meet this 5 second rule:
A clear and compelling headline: The headline should immediately convey the main message or purpose of the website.
A strong visual element: A visually striking image or video can help draw the visitor's attention and keep them engaged.
A clear call-to-action: It should be easy for visitors to understand what they should do next on the site.
Easy navigation: The website should be easy to navigate, with clear links and a logical structure.
Overall, the goal of the 5 second rule is to ensure that a website is able to quickly and effectively communicate its value proposition to visitors, and encourage them to stay and explore the site further.
Have An Appealing Page Layout
A website with a professional and visually appealing layout can create a sense of trust and credibility in the minds of visitors. This can lead to a higher conversion rate, as visitors are more likely to trust the website and feel comfortable sharing contact details or making a payment.
A website with a layout that prominently displays important information and calls to action is more likely to capture the attention of visitors and encourage them to take the desired action.
Use A Clear Navigation Structure
A clear and intuitive navigation structure can make it easier for visitors to find the information they are looking for and take the desired action, such as making a purchase or filling out a form. This can significantly impact the conversion rate.
On the other hand, a confusing, incomplete, or cluttered navigation structure can make it difficult for visitors to find what they are looking for, leading to frustration and a higher bounce rate.
Build a clear hierarchy of pages, and your users will find their way around your website much quicker. Less time spent navigating means more time reading your content, interacting, and converting.
Produce Good Content
High-quality, relevant content can engage users and help them understand the value of a product or service.
Visitors that land on your website will not always be familiar with what you do, or how you can help them address their problems. Good quality content that explains your work to new users can be crucial in improving your conversion rate.
This can typically be done by having a page for each service you provide, or industry you serve. Considering who your audience is, and being able to speak their language, is a must.
Your website should also include a blog or case study section with fresh, relevant content. Talk about the newest industry trend, and show your new visitors your latest success story with tailor-made pages.
Feature Clear Call-To-Actions
If you want users to convert on your webpages, keep in mind the most basic principle: ask them to convert, and tell them what their next step is.
Call-To-Actions (CTA) can take many shapes and forms depending on your business and the services you offer. Some examples can be:
Form Submissions: Perfect for a website designed to generate new leads to follow up on. Users can provide you with contact info and details about their project and request a call back, quote, or email from you.
Buy Now: If you sell goods or services directly on your website, make the purchase process clear for visitors by guiding them to purchase or add products to their carts.
Sign Up: Some businesses can benefit from users making an online account or signing up to a newsletter. Remind them of the benefits of signing up to hear more from you or having an account with your business, and build a base of returning customers.
Book Now: You can ask your users to make a booking on your website if you’re running a hospitality business online, such as a restaurant website. Pair this up with an effective online booking system and streamline your business for new and returning patrons alike.
Pop ups: Any CTA can be integrated on your website through pop-ups. Having your call-to-action at the end of the page can be much less effective - depending on your type of content.
Ultimately, a clear user journey that leads fresh visitors to convert is vital to any business online. Don’t ignore the phenomenon of Banner Blindness either: users are likely to scroll past content that looks like an ad, so don’t rely on banners for your CTAs! Provide good content and put your call-to-actions in the text, organically driving users to conversion.
Provide A Positive User Experience
A website that is easy to use and provides a seamless user experience can encourage users to take desired actions. Put yourself in the shoes of a new visitor who is not familiar with your business and website: would they be enticed to stay on your page, consume your content, and convert?
Over half of all website traffic worldwide in 2022 came from mobile devices. Make sure your website looks as good on a laptop as it does on a mobile phone, and tailor your pages to be digestible from mobile.
Adapting your pages to be compatible with mobile browsing can mean redesigning your pages to look different on different devices. Many websites will feature a different navigation, features, layout, and design when visited from a phone compared to a computer.
Overall, it is important to design a website with the user in mind and consider how different design elements can impact their behaviour and decision-making process.
Get in touch with Visionsharp, your premier Manchester Web Design Agency, to bring your online vision to life. Our team of skilled designers and developers possesses extensive knowledge and expertise in crafting visually stunning and user-friendly websites. Whether you need a new website, a redesign, or custom development solutions, we've got you covered. We take pride in delivering exceptional results that align with your business goals. Located in Manchester City Centre, we are perfectly positioned to serve local businesses and beyond. Contact us today and let us transform your online presence into a captivating digital experience that sets you apart from the competition.