If an SEO campaign is successful, it will drive traffic to your website, but if your website does not have a good conversion rate, you will lose out on potential business. Using website design to improve your conversion rate will help get you more business once users land on your site.
Why Improve Conversion Rate?
An improved conversion rate can give you more customers and better profits for your online business. With an improved conversion rate, you can leverage your current website traffic and see ROI without even increasing your need to drive more traffic. With a higher conversion rate, you will have lower customer acquisition costs, which means you will have more money for other marketing campaigns you can undertake.
Using Website Design to Improve Your Conversion Rate
There are plenty of website principles that can help improve conversion rate. Not every one is going to make sense for every situation, but keep these in mind when working on changes to your site and incorporate them when you can.
Rule of Thirds
The Rule of Thirds is a great way to divide headers and the above-the-fold content on your website, so the important part is visually appealing the user. When a call to action is placed within the four middle intersections, there is a more powerful impact.
Even though it sounds like it has a bad name, negative space is actually a good thing when it comes to websites. It’s the space between all the elements on your page, including the space between lines of text and letters. Making sure there is enough space on your website, so a user can easily scan, will help keep the focus on certain elements where you want users to click. Large blocks of text should be broken up to make them more readable, and there should be enough white space in between headers, sidebars and footers.
The right color can evoke emotion, so choosing a color scheme should match the emotion you want to convey for your business. Once you have chosen a color scheme that matches the right emotion for your brand, contrast is important for the elements that you want to highlight. For example, if your color scheme is mostly blue, then you might have your call to action button in a yellow shade to contrast and highlight it. Use the contrast sparingly for only the elements that need to draw the eye.
Keeping things simple allows users to find what they need and improve their experience. The brain likes similar things grouped together to be able to make sense of them all. Use this on your website by grouping items you want associated with each other. For example, place a testimonial by an opt-in form so they are associated together.
Add Visual Elements
By adding visual elements, users will stay on your website longer. The longer someone stays on your website, the more likely they are going to fill out a form or perform the action you want them to. Visual elements may be able to explain your product better than just a bunch of words. Many people don’t want to read a lot of text anymore, especially on a mobile device, so a video or images that give the same information can provide a better user experience. Use high quality images to give a better user experience. Don’t choose boring stock images that don’t convey anything, and instead use compelling images.
What Else Can You Do?
In today’s world, people are incredibly impatient. Every second counts for page speed. If the load time is too slow, people will just abandon the site and you won’t even get a chance to test out some of your conversion elements. Use Google’s PageSpeed Insights to help monitor progress and get suggestions on what should be addressed on the website, in order to improve performance. Page speed not only improves user experience, it also plays a role in how the website is ranked by search engines. Since visual elements can be an important part of website design, make sure you are checking them to not slow down the pages.
Create a Website for Users Instead of Search Engines
Website design shouldn’t just be for the search engine. It should be for the customers. The content and way your website it designed needs to make sense for the user. An improved user experience will help lengthen time spent on site, increase repeat visits and reduce bounce rate. Keywords should sound natural and it may make more sense to focus on long tail keywords that sound better when a customer is reading the information.
There is an upfront investment in working on your website design to improve your conversion rate. If you don’t do any SEO efforts, improving your conversion rate just half a percent can work for giving you more business and will pay off in the end.
Contact Poet Media to get more information about conversion elements for your website.