When you’re measuring the success of your business, there are a lot of different numbers and metrics that come into play. You’re probably looking at your sales revenue, profit margin, customer acquisition costs, along with a multitude of digital marketing analytics. With so many moving parts, how do you know which metric matters the most?
At the end of the day, your success as a business boils down to your ability to bring new traffic to your website and transform them into customers that want to stay invested in your business. In the world of digital marketing, we call this process “conversion” and without it, you have no new customers to fuel the growth of your business.
A business’s conversion rate is one of the most important indicators of success. There are plenty of strategies for boosting this number, but many businesses fail to really optimize their number one conversion generator – a well designed, professional website.
How do you transform your business website into a conversion generating machine? Here are 5 easy and creative web design tips for encouraging your website visitors to take action.
The Value of Simplicity
Simplicity is a huge trend right now, not just in web design but for life in general. Look at the popularity of Marie Kondo and the lifestyle decluttering movement she has inspired. When we consider the environment of the internet and the constant overstimulation that many digital consumers are plagued by, the preference toward clean website design makes perfect sense.
When a visitor lands on your website, they need a visual focal point and the ability to easily see how to navigate around your site. This is especially true for mobile consumers who are working with screens that aren’t any bigger than the palm of their hands.
Keeping your web design clean and clutter-free encourages visitors to relax and take their time exploring your site. Simplicity invites further exploration, which is a crucial component of moving each visitor to the next stage of your sales funnel.
Limited Options Can Be a Good Thing
They say that variety is the spice of life, but it can also be a roadblock to conversions. It’s great to use your website to provide your customers with access to your full range of products or services - you just don’t want to present them to the visitor all at once.
There’s a theory called Hick’s Law, which basically says that the more options a person has, the longer it takes them to make a decision. Time isn’t something that’s on your side when it comes to conversions. In fact, the longer someone spends considering their purchase, the more likely they are to reconsider their investment altogether.
To solve this problem, start by simplifying and streamlining your menu options. Even if you have hundreds of options, break them down into smaller, more manageable categories that present the customer with a limited number of options at each step.
The Positives of Negative Space
Keeping in line with the “simple is better” theme, negative space in your web design can be a powerful tool for boosting your conversion rates.
Negative space, also called white space, refers to the areas of your web design that doesn’t contain any visual elements. Negative space is important because it provides a pathway for your website visitor’s eyes to follow around the page. It also serves as a visual resting spot that helps the visitor refocus.
Because a person’s eyes naturally follow negative space around the page, you can use these areas to place important conversion elements – such as a simple but compelling CTA button. Placing CTAs in the middle of negative space also makes it easier for mobile users to interact with them without accidentally tapping another element that’s clustered close by.
Rule of Thirds
The rule of thirds is a principle that is used by visual artists, such as photographers, to place elements of interest at specific viewer focal points. We can also apply the rule of thirds to web design to encourage conversions.
To understand the rule of thirds, look at one of your web pages and image a screen size tic-tac-toe grid over it. The grid divides your web page in thirds both horizontally and vertically. The four central points of intersection are the key focal points for visitors on your page.
You can use this theory to inspire action by placing important conversion generating elements in these areas. For example, placing a CTA at one of these points or the play button on a video is more likely to engage visitors and encourage them to move further toward conversion.
Color is one of the most important tools you have for creating an emotional bond with your visitors. The colors you use in your web design should reflect both your brand and the emotional response you’re looking to generate.
It doesn’t hurt to spend a little time learning about color theory. For instance, the color blue inspires trust while orange is more action oriented. Your primary colors should be aligned with the type of emotional connection you want to create. Color can also be used to incite action. Even a website that has a simple, neutral color scheme can leverage a pop of color for their CTA.
The strategic use of color is also important for creating visual contrast that breaks up the elements of your web design and keeps the visitor’s visual interest. For inspiration, check out Lemonade’s website for an example of how a pop of color brings a simple, neutral color scheme to life.
Start Increasing Your Conversion Rate Today
When was the last time you took a really hard look at your website and considered how a fresh design could boost its performance? At Knowmad, we’ve unlocked the secrets to high-performance web design and we want to share them with you. A simple assessment and few tweaks might be all you need to see your conversion rates skyrocket. Contact Knowmad today and speak with one of our web developers about how our web design company can help fuel growth for your business.
William McKee is a founding partner of Knowmad. As a Web architect & Internet business consultant, he is passionate about applying business knowledge & technical expertise to deliver solutions that advance business online. With over 15 years of Web experience, his current work involves designing strategies and creating processes to help business attract, engage and convert website visitors into customers.