When you create a website for your business, your ultimate goal is to grow conversions and with that your company’s revenue. Increasing the traffic coming to your website is great but huge traffic will not necessarily translate to high conversions. There are many possible reasons why your website’s conversion rate is low.
Here are some tips on how your website’s design can increase your conversions.
You can get great mileage on your credibility if you ride on the power of recognizable brands and well-known symbols of trust.
For example, Yelp badges, PayPal certification logos, cyber security certificates, licenses from regulators (e.g. if your website is providing a financial service), compliance with ISO standards, commitment to website performance (such as proof that your hosting provider uses network monitoring software) are things that can make visitors more comfortable with buying from you.
Testimonials from past customers, 100 percent money back guarantees and free shipping can achieve a similar purpose.
The colors you choose for the elements on your website can have a profound effect on conversions. Simply changing the color of a call-to-action (CTA) button can see a substantial rise in the number of visitors who end up buying your product. That being said, your choice of colors is also dependent on your target audience.
For example, if your audience is overwhelmingly female, green, purple and blue would be most ideal. If male, you’ll likely have greater success if you go with green, black and blue. Whereas orange and brown can work in some circumstances, it’s best to avoid them as much as possible.
The average adult (especially the one with the spending power to afford your product) doesn’t have much free time on their hands on any given day. There’s hardly much wiggle room outside time spent on work, school, commute, recreation, and scrolling their social media accounts to keep in touch with friends and family.
Ergo, when such an individual visits your website, you have limited time to pitch your product and convince them to buy. Few will have time to read through an entire page describing the item. A video can get your message across much faster and requires little effort on the part of your audience. Video can grow your conversions and sales by 100 percent or more.
Ease of Navigation
Whatever your product, there’s probably tens, hundreds or thousands of websites that sell something identical or similar. Your audience therefore has numerous options at their disposal if they find your site difficult to navigate irrespective of how good your product might be. When designing your website, always look at usability from the visitor’s perspective.
Don’t force people to read through acres of text before they can get to the point of buying the product that brought them to your site. Make your site intuitive. For example, millions of websites place the ‘Contact Us’ menu on the top right corner of their page. It wouldn’t be wise to have it in a location that deviates from this norm as it will only make it harder for your customers to get in touch with you.
Do your customers really need to provide the city, state, place of work, job position, remuneration, pet’s name, hobbies, academic qualifications, favorite vacation destination, before they can access that one free download on your website? The length of such a form would prove repulsive for all but a small minority of visitors to your site.
Even those that do fill the form may opt to provide inaccurate information just to get through the process without jeopardizing their privacy. Ultimately, you may end up with data that isn’t of much value. Instead, keep forms short. Name, email address and perhaps zip code should suffice.
If you’ve already launched your website and haven’t incorporated these tips, it’s never too late to start. Even if your website already applies these principles, there’s no end to opportunities for continuous improvement.