The purpose of your business’s website is clear: Convert web visitors into leads and eventually sales.
But as any website owner with a high bounce rate knows, it’s not so easy. In the early days of the world wide web, website owners could rest easy seeing their traffic numbers rise knowing that leads and sales would also rise. There wasn’t that much competition or as many options as there are now.
Today is a completely different animal. Getting traffic to your website is only the first step of many in the battle to win visitors over and convert them into paying customers.
While search engine optimization, a well-executed social media strategy, and loads of high-quality content are all important elements in increasing leads and generating revenue, an often forgotten piece of the journey to increase conversion rates is in the website’s design itself.
But while an elegant or bold website design that complements your brand and its message are important, there are several micro-elements that can make or break a web design in terms of how well it gets visitors to take action.
Here are three actionable web design conversion optimization tips to ensure your website is converting leads into customers.
According to ComScore’s annual U.S. Digital Future In Focus report, over 30% of all traffic visiting the top ten most popular websites is done through mobile devices.
There’s no need to go into a statistical frenzy showing you the importance of having a website that can be viewed on multiple devices. The number of people accessing the web through their tablets and mobile devices will continue to rise, and if your website isn’t properly optimized for mobile, you’re leaving money on the table. It’s that simple.
It’s because of this that having a responsive web design is so vital. There are numerous benefits that come with using a responsive web design.
First, responsive designs automatically adapt to elegantly fit any screen size, so you don’t have to worry about having a design fitted to desktops, smartphones, and tablets. It’s basically an all-in-one design solution. Another benefit is that you don’t force mobile visitors to adjust their screen just to see your content. Making people adjust their screen to fit your website usually results in a higher bounce rate and plenty of lost opportunities.
SIMPLE VS. COMPLEX
Web design trends, like inbound marketing trends, change with time. Large obtuse graphics, flash media, and in-your-face animations used to dominate websites.
Today’s modern web design trends are opposite. Clean, simple, bold and to the point. Companies and website owners used to go the extra mile to impress their site’s visitors, but today’s consumers know how to appreciate a clean and clear design layout.
You have a better chance at improving your lead conversion rates by opting for a simple design over one that’s over the top and has the potential to be viewed as annoying and noisy. These types of complex web designs can hinder your sites loading speed, which not only irritates customers but it’s also an important SEO factor.
Here’s a good example of a web design that you should avoid at all costs.
BUILD TRUST WITH A HUMAN TOUCH
People are naturally drawn to things they can relate to. In terms of web design, people are much more likely to trust things that have a human touch compared to things that are stiff and robotic.
A good example of a website that upped their conversion numbers after adding a human touch is Basecamp. After conducting an A/B test study, the company found that after adding a picture of a person on their product opt-in page, their sign ups increased a massive 102.5%.
By adding a human element to your web design, you have the potential to see similar results with leads. Adding a few photos of happy customers on your testimonials page or images of you and your team on the about section are excellent ways to grab the consumer’s attention, instill trust, and put an actual face behind the business.
This added human touch can also:
- Prove your product or service is helping people with similar needs.
- Give your brand an edge in credibility.
- Invoke emotions to produce a response.
A website that isn’t maximizing its fullest conversion potential is one that isn’t taking into account the finer details. These little things add up big, and can make or break lead conversion rates.
Want to learn how to implement any of the above web design conversion optimization tips for your website? Not sure where to start optimizing your website?
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