How Your Website’s Design Boosts Your Conversion Rates
If your website is underperforming in terms of conversion, take a close look at your website’s design. Factors including the usability and ease of navigation, the extent to which your call-to-action stands out on the page, and the responsive design of your site, can all affect your conversion rates.
1. First, take a look at your website’s overall usability. Is the site easy to navigate? When a customer arrives at your site, is it clear to him which actions to take next in order to receive more information or dig more deeply into his area of interest? Making sure that pages are easy to read, headings are clearly labeled, and the site loads quickly is imperative. If a user needs to labor over your website navigation in order to get where he wants to go, his chance of seeing your call-to-action (CTA) is reduced.
2. Look at your CTA. Is it distinguished clearly from the rest of your website’s content? Putting your CTA inside a container on your page is an essential strategy that sets its content apart from the rest of the page. But make sure to pay attention to font hierarchy, use of white space, and the content of the CTA as well. You want to use design within your CTA in such a way that it is clear that your user must act on the CTA in order to move forward. And the language you use should be clear, informative, and inspiring.
3. Have you addressed responsive design with your web design team? Responsive design is the ability of your website to adapt depending on the type of device or window it’s viewed on. A responsive website will be just as easy to navigate on a smartphone, a tablet, or even a small window in a laptop, as it when it is viewed full-size on your computer. Surely, you’ve visited sites on your phone that present you with a pop-up window that either cannot be seen in its entirety, or which contains a CTA that is obscured. Did you do the labor necessary to act upon that CTA? Probably not. This is why responsive design is a must.
Speak with your web design firm and take conversion rates into consideration whether you’re redesigning your site, or simply giving it a bit of a facelift. Your site is there to boost your customer base, so ensuring that it is designed with that intention is essential.
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