Designing Your Site for Better Conversion Rate

Your website is one of the most powerful business tools in your possession and if you are using it solely for information purposes, unless you are in the business of supplying free information without any quid pro quo, then you are selling yourself and your business short.

Photo by Tristan Tom

If your website has been strategically and well-planned with thorough consideration given to what you actually want to achieve from your website and how your website is going to help you achieve this, then the time has come to start empirically measuring whether you and your website are succeeding in your goals.

The relevant measure for website performance is the conversion rate – the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators.

Given that each website has its own objectives, the parameters measured will differ for each website. By means of illustration though, it is fair to say that most websites have at least some element of e-commerce. A conversion ratio for such a website would measure how many people who visit the site actually buy something from the site. The higher the conversion ratio, the better.

There are many things that can be done to maximize the effectiveness of your website and optimize the conversion rate.

  • Colors!It’s important to use colors that relate to your business.
    • The color blue associates with peace and calmness. So if you have a site for a beautiful resort, the different shades of blue would be perfect.
    • The color red of course associates with love, but at some uses can be interpreted for anger. You must be careful using red, you don’t want to overdo it. You can use it just for one button you can be sure to attract more attention.
    • The color purple represents independence and good finance. Use purple for a guidance site, coaching and life mentors.
    • The color black is associated with power and intelligence. This is good for business sites.
    • The color yellow, as the sun is related to happy and warmth. Using yellow is great for gift sites and children.
    • The color green just like nature is associated with harmony and health. Naturally this is great for all the eco friendly sites.
  • Photos or illustrations may seem banal but make all the difference in attracting and keeping people at your website. And the longer they stay, the greater the chances of you achieving your goals.
  • Design elements such as the correct and appropriate use of headers and subheaders, font and spacing. When designing a new site you could try split-testing. It’s great when you have two headlines in mind, photos, illustrations or anything else, and you keep going back and forth between them. Using split testing half your visitors see one headline and half the other and you can see which is more affective for your conversion rate.
  • Content must be well-written and relay the information the user is looking for succinctly and in an informative and appealing manner.
  • The success of the copy reaches its zenith with the Call to Action– the text, button, graphic, or banner on a website that urges the user to click it and progress to the next stage of the conversion funnel:
    • For example, the Add to Cart button on an e-commerce site.
    • Make your call to Action punchy and compelling, sufficiently persuasive to get the user “over the line.”
    • Making a button bigger and brighter could considerably increase conversions.
  • Customer reviews and ratings add a high degree of credibility to your website and Live Chat provides a human element to a cyber-experience.

The numerous ways to design your website for better conversion are very important at the planning stage. Invest time and effort in that and it will not be in vain.

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