Easily one of the most important things you’ll need to consider when creating a website is ensuring that your web design converts. No matter whether you’re trying to sell a product, generate more sign-ups or draw more traffic, converting your audience is essential to advancing your business model.
Yet where do you start? What can you do to ensure a visiting customer becomes a paying one?
Step One: Set the behavioural tone for your website
Like someone renting your home it is important that you establish from the beginning how you want them to use your website and how they should behave.
Call to Action buttons for instance can be used across your homepage to act as signposts, guiding your visitors towards a desired goal. So whether you want them to sign up for a newsletter or make a purchase, use your CTA’s to catch their attention and encourage them to convert.
Step Two: Ensure visitors are aware of what your business does
Often referred to as a value proposition or tagline, these act to tell your visitors exactly what your business does and what services you offer. So if for instance your service is available 24/7, make sure this feature is clearly visible on your website so consumers are aware of it instantly.
In addition it is important that you make these features as interesting and as compelling as you can, so consumers are more likely to remember who you are. Stick in their memory and they are more likely to consider you in the future.
Step Three: Create trust
This is easier said than done sometimes, but studies have shown that by making yourself more accessible and relatable, consumers feel more confident about using your product/service.
Similarly by ensuring your contact information (phone number and address) is clearly visible, consumers will be able to trust you more as they will be able to locate your business.
Step Four: Don’t be afraid to do split tests
To ensure that your website achieves the best results, it is important that you experiment with the web design of your home page and do split tests so you can see which one is more popular with consumers.
Whether you choose to modify your headlines, imagery, length of content or background colours; test each of these modifications for a few weeks at a time and Google Analytics can help you to assess which converts best.
Step Five: Don’t let vanity misguide you
When you first launch a new web design it can be easy to get caught up in the wrong elements of your website. For instance, whilst unique views and length of time on your website is important; to gain a more accurate insight into how well your website is doing, you need to examine your shopping cart conversions, bounce rates and penetration of a test campaign.
These can more accurately show you if your website is doing well, especially if you use Google Analytics to analyse your data.
Similarly, using software that shows you how consumers are using your website and how they behave/interact with your pages. This will allow you to recognise if your campaigns are working, or if they are having the opposite effect.
Step Six: Keep things simple
The most important advice we can offer is to make sure you keep things simple. By offering a clear proposition and making your offering as affordable as possible, this will make it easier for consumers to perform your desired action.
Creating a web design that converts can truly make a difference to the success of your business. It is all a matter of being open to experimentation and not being afraid to make mistakes. So why not have a go and offer your business an improved conversion rate?