A lot many people are under the impression that content is the only thing that impacts conversion rate.
It may be true to some extent but there are other design elements that are holding back your site from reaching that point of success that you are destined to be.
According to a study, you actually have even less than a second to persuade a visitor to stay on the page. So, time is of the essence which is why it is mandatory to make a good first impressions last.
It is quite clear that the significance of various design elements impact conversion rate and bounce rate. Before anybody judges within the first second that they lay eyes on the design, give them a treat to stick around.
But what are those design elements that make or break the conversion? Let’s walk you through those don’ts that hurt the overall design of the website, and their fixes.
Every website has a goal to serve. At the end of the day, what is it that you want your visitors to do? Sign up for a mailing list, request a quote, make a purchasing action or reach out to you via call. Any such objective has to be made clear to the visitors in order to convert.
However, many at times call to action gets lost somewhere in the web design. It is because either the color is submerged somewhere inside the background or the language is such that it doesn’t state clearly what the next action will be. This confuses the user thus becoming a major cause of bounce rates.
To ensure that the users does take a desired action, the CTA should be clear enough. Use a prominent color for the button that stands out. Also, use a language that is simple and states the action and what follows in a clear manner. For instance, “Sign Up” sounds a lot better than “Join the club” for a simple mailing list sign up – it’s appropriate and clear in its meaning.
Time is of the essence and people today has very little of it to spare. Not to forget that short attention spans has given way to very little tolerance of the visitors. Pages that load slow makes it easier for bounce rates to strike for nobody has the patience, or the time, to wait for it to completely load.
Such is the case that visitors expect the websites to load within two seconds, or even less. Any later than that and they are to abandon the website.
Sometimes there are so many plugins stuffed in that it slows the speed of the web page. So, do away with those plugins before your visitors abandon you. Also, ensure that the server you choose is reliable and provides seamless services with a reputable name in the industry.
Colors are yet another prominent factor that a lot many web designers ignore. They either make them confusing enough or are unaware of the color psychology and its impact on the people.
Another factor that lies within the subject of color is that using too many colors. It makes up for an overwhelming design that is neither presentable nor beautiful. Too much of anything isn’t good.
Make sure that you are aware of how each color psychologically impact the visitors and their feelings. Moving forward with a theme of your business logo, or creating one particularly for the sake of your website will also help in having your own unique identity. It will also make the website inviting and soothing to the eyes rather than a bombardment of multiple colors that doesn’t fit well.
Since there are too many businesses out there who rely heavily on stock images, most of them are seen just about everywhere on the web. We often make the mistake of choosing the obvious ones and actually bombard the entire site with it. Users today are smart and can tell from relevant to non-relevant. Do that and they will leave first thing.
Choosing stock images is not entirely a bad thing. But if only they are minimized, used from good quality resources over the Internet or are replaced with actual images that reflect your business, values and practices, it would be a lot better option in all.
Regardless of what you are selling, website navigation matters in all perspectives. It is because each time a visitor drops by, the first thing they will head to in order to move around is the navigation. Being unaware of its importance, many designers stock in various categories and make it confusing, thus showing the audience an exit route.
If you really don’t want your visitors to get lost, and instead want them to find their way, then perhaps a neat navigation is your best bet. Choose minimum categories, or if there are too many then classify them into broader categories. Also, use a language that your audience is familiar with.
With the ever-increasing number of smart phone and similar smart devices, seldom is the case that users browse a website using a desktop computer anymore. If the website isn’t created for users of these devices, remember, it’s like ignoring a huge chunk, and not just a few. If they end up tweaking to get hold of the information they require, they will surely abandon, no matter how carefully designed the desktop version is.
A responsive web design is the best solution for catering to the mobile generation. It adapts to the screen size of any smart device. Although there are other solutions, for instance a mobile website, but with responsive there’s less hassle. Each time you are to edit or update any information, you just have to do it once, unlike twice with a mobile website as well as the desktop version of website.
The biggest mistake that any business could do is forgetting to add a search box. Customers are sometimes looking for very particular pieces of information that they can easily find via a search box, forget to add that and you lose those visitors.
Search box is truly a helping hand especially with the ecommerce websites and others similar to the nature of ecommerce websites. Visitors aren’t patient anymore, so include a search box to help the first-time visitors as well as existing users to make it easier for them to find their way around the website.