When it comes to great website design, the value doesn’t just come from beauty and special effects alone.
With endless competition for a high website ranking these days, it’s become more and more important to design websites that are conversion focused, so as to attract, convert, close and delight your visitors.
Here are some elements of conversion-focused website designs, and how they go hand in hand with your digital marketing efforts:
- Color Selection – For many, it’s a popular misconception that colors only have to do with design. However, the impact of colors is highly applicable to conversion, as well. Though many choose their color palettes based on gut feelings, the better option is to research how different colors impact human psychology and emotions. In a recent article on Business 2 Community, an example is brought up in which RIPT Apparel saw a 6.3% increase in sales just from changing their call-to-action button from green to yellow—a change in which they made after researching common associations humans have with certain colors.
- Design Templates – This is another element that should not be trusted solely to a gut feeling or an impulse selection. Though it’s important for your design to represent who your brand is, there should also be competitor analysis and research to validate the use of your design as it relates to your industry, products or services. Most people understand the concept of UX (user experience), but many don’t understand the value it brings to your marketing efforts. When a potential customer can easily navigate a site and enjoy the experience along the way, they are likely to become a lead or a customer.
- Mobile Optimization – As we’re all pretty well aware, potential customers don’t limit their online purchases to their desktop computers anymore. With a variety of different devices and locations to make these purchases, websites have to be adaptive and mobile-friendly in order to compete. Having a non-mobile site can deter potential customers elsewhere and cause you to lose out on traffic that’s organically coming to you. Additionally, Google Search has expanded its use of mobile-friendliness as a ranking factor, so it’s even more important now in terms of ranking position in search results.
- CTAs – When it comes to conversions, having the right call to action (CTA) in the right place makes more of a difference than you might have thought. Even the smallest CTA can entice someone to click, engage or entice someone to dive deeper into what you have to offer. When considering CTA color, font type and size, shape, placement, and more, it’s important to conduct A/B testing to determine what works best for your site. Tools like Optimizely or Unbounce are great for testing different versions.
- SEO-Friendly Content – Though keywords no longer hold the weight they once did in terms of Google ranking, it does value relevant keywords that have been incorporated naturally into a page’s content. When visitors are attracted to your site due to SEO-friendly content (not keyword-stuffed copy) that are written in a natural, organic way, they can more easily understand the user flow and actions to take—ultimately leading to a conversion.
In today’s highly competitive digital arena, having a conversion-focused website is an important contributor to getting seen and being interacted with online. Be sure to consider these elements in your conversion-focused website design to best complement your inbound marketing efforts and get you the results you’re looking for. Need additional information about how these elements of a conversion-focused website design can make your marketing its best? Email me at Danielle@designzillas.com to learn more about what Designzillas can do for you.
Hearing about growth-driven design for the first time? Learn more about the three pillars of GDD and how this methodology can help you solve your greatest marketing challenges.