Can you ever have 100% conversion rate of leads? For the most of web owners, it is a dream. OK, you can’t get 100% conversion rate because of various reasons but you can maximize the current conversion rate by evaluating and making some changes in current website.
Yes, the most of marketers emphasize upon search engine optimization (SEO), social media optimization (SMO), Goggle adwords, PPC, mail marketing etc but they often neglect the importance of web design that too contribute to increase conversion. Do you know your web design too can work as a marketer for you by converting the leads in sale?
How Much Effective is Web Design to Improve Conversion Rate?
According to a research study report by Stanford University, “46.1% of visitors say that the website’s design is the top factor for them to decide whether the company is good or not.” Therefore, it is extremely important to have a web design that clicks to users.
If given 15 minutes to consume the online content, almost 65% of people will prefer to read beautifully designed content first rather than plain content (Adobe). The landing pages can boost the conversion rate by 51.83%. Almost 46% of people accept that they dislike waiting for pages to appear the most.
A 100-millisecond delay in web page load time can drop 7% conversion rate drop (Akamai). A sign-up form can improve the conversion rates by 5%.
Ten Tips to Increase Conversion through Web Design:
- Ensure Clear Navigation Path: While creating the navigation structure, make it simple to use for customers so that they could find particular landing pages or relevant conversion-optimized destinations. Also minimize the required clicks to take them to the most relevant information. For example, PrintGlobe used grid-view for navigation; and experienced 18.5% conversion rate improvement.
2. Implement Hick’s Law: It is a popular theory, Named after British psychologist William Edmund Hick. Itstates that increasing number of choices increased the decision time also. Therefore, limit the number of choices for the users to boost conversions. Every web page should achieve one key objective.
3. Implement the Rule of Thirds: Although it is the famous rule in photography but you can apply it to web design. As per ‘Rule of Thirds’, you visually divide the product image or website page into thirds vertically and horizontally both; that gives nine equal squares. The rule states that four middle intersections are the most strategic spots of users’ interest. Objects placed at these spots deliver better impact. So, place the page’s most important elements at four spots as shown in figure-2.
4. Reduce Loading Time: Most of the mobile users are incredibly impatient, particularly, while surfing the websites. Every second Every second counts to improve the conversion rate. Essentially run the website through Google Page Speed insights or Pingdom Like tools.
5. Respect the Importance of white space or Negative Space: Despite its name ‘Negative Space’, it is actually a positive aspect of web design. Also known as white space, it is the empty space used artfully in web elements including header, content, sidebar, paragraph, letters, text lines etc.
Technical use of white space increases the visitor’s engagement due to ease of content consuming that results in improved conversion rate. For example, the line-height including the space between above and below lines should be about 150% of font size.
Figure3- Source:Envato –
- Apply F-Layoutto Web Page Design: According to several studies, it is user’s natural behavior to read the screen in an “F” pattern while going through a web. The figure3 shows the heat map that reflects how the user’s eyes land on the webpage in common.
Visitors look from left to right at top of the page and then scan the page downside with quick glance on the content. Take the advantage of this viewing pattern and place the most important objects along the F-shape lines.
7. Don’t Pick a Color Scheme Just For Aesthetic Purpose: The color is the most undervalued aspect of web designing but it plays very important role in ultimate UX. Different color combinations evoke the different reactions with different emotions.
Choose a color scheme that could convey the emotions that you want to convey through your brand. Use contrast color to keep headlines, call to action buttons and text noticeable but readable also. In a study by Joe Hallock, women and men were found favoring different colors.
- Apply the 8-Second Rule:As a web owner, you have just the 8 seconds to draw the visitor’s attention because it is the human’s attention span. The web design must influence the visitors the most during these 8 seconds.
How? Use a benefit-driven headline, eye-catching image, power words, large signup buttons, multimedia and animated exit-popups to re-engage the visitors tending to drift.
- Apply Gestalt Similarity Rule: The theory is based on statement of a famous Gestalt psychologist Kurt Koffk: “The whole is different than the sum of parts.” The clarifies that our brain and eyes perceive a unified design different to the design that we perceive while seeing the smaller and individual web page elements. We have tendency to group the similar objects.
The rule can be applied to web page design also by grouping the main elements of signup form like description, headline, opt-in button etc together. Similarly, you can group testimonial boxes, images and conversion buttons etc to maximize the viewing and deliverance during 8 seconds.
- Use Faces to Evoke Personalized Touch:We love human faces, we feel automatically attentive to the person of face. Use of faces into case studies, testimonials, landing pages and opt-in pages booststhe conversions; however, the used faces must represent your brand correctly.
The emotional connectivity improves the conversions remarkably because emotions influence the buying decisions also.
The primary objective of web owners and marketers is the get the business. Promotional efforts may boost the ranking, traffic and leads, but if you can’t convert these benefits in to sale, whole exercise goes waste.
Web designs full of bright –warm colors, lots of media, keywords enriched content can’t serve the purpose of getting satisfactory conversion rate unless you make the web design human friendly.