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5 Design Strategies to Improve Website Conversions

Let’s face it; contemporary website designs are all about increasing the conversion ratio of the site. No longer are designs just about making the site look impressive, they are also about making the website profitable. Now, when you think about designing a website purely from the aesthetic perspective, the task doesn’t look all that difficult. But, when you start looking at in terms of traffic, conversion ratio and profits, website design goes from the realms of easily doable to extremely challenging.

Website conversions are the life breath of all websites and if a website doesn’t convert, it will soon have to shut down. Designing a website that achieves a high conversion rate is difficult, but this task can be made a whole lot simpler, if you put in place a design strategy with primary focus on improving conversions.

Let’s take a look at 5 such strategies that you can put in place:

1. Design for the user


First rule of designing a high conversion website – Don’t give users time to think. The design of your web page must be intuitive and users should not be put in a position wherein they have to wait and think about their next move. The user flow of your web page and the larger website must be perfect. Don’t make it hard for the user to comprehend how he has to go from point A to point B on your site. Users should be able to do so naturally and effortlessly.

A word of caution here – Not giving user’s time to think doesn’t mean not offering information that allows users to make an informed decision. It just means that your design mustn’t put doubts in the users head. The navigation and site architecture must be easily understandable, enough to help the user make sense of all that you are trying to convey through your site.

This improves the usability of your site, which leads to informed decision making, which in turn aids better conversions.

2. Design for impatience


Your designing strategy must be aimed at getting to the point quickly. If you want to tell your website’s visitors that your products and services are the best in the industry, make this immediately clear when they land on your site. Website visitors have very short attention spans and are a highly impatient bunch.

Your website should be able to offer maximum information with minimum effort in quick time. Don’t ask first time visitors to fill up overlong registration forms, or long winded details. Give them the leeway to go through your site quickly and effectively. Your focus must be on making a clear impression on visitors, who don’t really want to spend a lot of time on your site.

Say you are offering website designing services through your site; what it is it that the users will want to look at first? It’s your body of work; if they like it, only then will they want to know more about your services. So, create a website that allows them to go through your portfolio, as soon as they are on the landing page.

Make sure that your website’s visitors are given all the important information quickly; this makes for quicker decision making. This is something else that can improve conversions.

3. Attention grabbing


Frankly, not every piece of content on a site is important. This doesn’t mean that it shouldn’t be there. It’s just that all content is equal, but some of it is more equal than the rest. So, if you believe that there is some important fact, figure or aspect of your products or services that will help convert the visitor, highlight it. It must stand out from the surrounding content.

Also, you must remember that there are some design elements that have an inherent potential to grab attention, for e.g. images. So, make good use of them. Use call-to-action images that will make the user want to try out your products and services. Don’t just use images to capture users’ attention, but use them as tools for facilitating conversions.

Use visual elements to not just beautify your site but to facilitate more conversions. No doubt you need to keep the aesthetics in mind, but your objective is to convert the visitor into a paying customer. Never forget that.

4. Design for trust


Why would somebody buy products and services from your site? If you talk about products specifically, people who are thinking about buying it can’t physically touch them. All they can see are images of the products; even if these are high resolutions images and taken from every angle, it really doesn’t cut ice with them. But ecommerce is big business these days and users are increasingly making products purchases over the web. Why is this happening?

That’s because these users trust the websites that they are buying these products from. Apart from the reviews and ratings that the online merchant has on the site, something else has made them trust the site – its design.

Use your website’s design to project credibility. This can be done by focusing on a clean design that impresses but doesn’t confuse; it can be done by not beating around the bush and coming straight to the point; it can be done by using highly relevant images; it can be done by using well-written content that is honest and engaging; and it can be done by projecting that you mean business.

When a visitor comes to your site, he wants to know whether he can trust the website, meaning the people behind the website. The design works at a sub conscious level to build trust in the visitor. A website that offers a satisfying user experience is trusted by users. It’s as simple as that. So design accordingly.

5. Don’t try too hard


More than a strategy, this one is a warning. Sometimes, the fact that you are trying hard to improve conversions comes out very strong through the design. In such cases, visitors might not trust your site. Also the fact that you are trying very hard, will mean that you will over think your designing. If this happens, you will make all the wrong choices with respect to the choice of design elements like color, images, background, texture, layout etc.

So, take it easy, keep it simple. Nothing works better than designing simplicity to ensure a high conversion site.

As a conclusion

Focus on designing a results driven site and you will have such a site on your hands. If you focus purely on making a visual impression, you might compromise on the website’s usability; this in turn might bring down the conversion ratio. So, strategize carefully and reap the benefits.

Author Bio:

John Siebert is the President and CEO of TranquilBlue – A NYC Web Design Company that focuses on all kind of website design, mobile app development and search engine marketing.


Bogdan is the founder of Top Design Magazine. You can find him in Bucharest-Romania so next time you want to drink a beer there and talk about web and stuff, give him a message.