dmg_blog_5_7What is a conversion rate?

It’s actually a math problem. The conversion rate is the proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators.

The visual layout of your website is important, the ease of use for the visitor. But a pretty website can have terrible conversion rates, if the code behind it is not optimal. This matters, because all of the marketing that you do for our business online, all of your social media posts and Facebook Advertising, it all leads back to your website. You need to have a great place for your visitors to land.

Does your site make sense?

Does it flow?

Have other people test it out and get their opinions of your website. See what they think you could do to make it easy to use. Usability features will differ with the intended utility of a website. Elaborate drop down menus are not required on a landing page but are essential for easy navigation on an ecommerce website.

A visitor’s opinion about a website’s usability is formed in their first few seconds on a page. When designing a website, you can pick up usability ideas from your competitor’s websites, from your own existing websites and by running tests with user groups on one or more design templates.

If website visitors visit your site and see an outdated design that doesn’t represent your brand well, they’ll view your business as being outdated and second-rate too. If you want consumers to see your website and automatically think that you’re running a healthy, trustworthy and reliable business, your website design should be fresh, minimal, and to the point.

Certain design features have a direct influence on conversion. When you get these right, visitors will be nudged to take the action you desire.

It’s just common sense, you want to keep the large headings for the key points of information on the page. Maintain font hierarchy. Readers derive important cues from it about the nature and importance of the content.

Place the important elements above the fold but do not clutter the page. Social proof, navigation buttons, a search bar, sign-up forms, call to action and social media links are website elements that belong above the fold.

Make sure your website loads fast. The best and most insightful content in the world won’t entice visitors to stay on a slow-loading website. To speed up web load times, combine multiple scripts and stylesheets into one. Use CSS instead of images, background colors, buttons, etc. and avoid Flash.

Be consistent and clean. Organize your website in a way that makes sense (really think this through from the perspective of the consumer), and then make sure that the design of these pages are consistent.

Keep your color schemes and general design elements the same. If you veer from this, your website visitors may think they’ve been taken to another website. Keep all of your design consistent so you don’t jar your website visitors out of your website experience.

First impressions and user experience are crucial to your website’s conversion rates. Make sure yours are up to par. There are many other design modifications you can use to make your website a better selling tool, including using responsive design and making sure your contact is optimized for readability.

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