The primary job of your website is to convert prospective customers into sales. Your website is the face of your business, and the website design is like the salespeople in the brick and mortar model of business who do the real job of lead conversion. This means that you have to pay attention to your website design as much as you would in the case of a real human asset.
While you can drive traffic to your website using Search Engine Optimization (SEO), Pay-Per-Click (PPC), Email Marketing, Affiliate Marketing, etc., it is your website design and UX that ultimately makes a big difference. It is the final blow to perfectly nail your entire digital marketing campaign.
Fortunately, there are simple website design tweaks that will help you increase your conversion rates.
1. Optimize Your Call To Actions
The Call To Action (CTA) button is, perhaps, the most important part of your landing page. Therefore, while designing your website, you have to bear in mind that your CTAs should be well within the visual range of your customer. No matter which part of the website they are in, the CTA should be visible at all times. You know a website design sucks when you cannot find the CTA button at a quick glance. And much has been written about the low attention span of your users. They won’t even bother to look for your CTA.
Another important factor you should consider while optimizing your CTA is “color”. Believe it or not, it has a huge psychological impact on your user and can constitute the difference in getting the sales or not. While there is no hard-and-fast rule on how to use color in your design, ideally, your Call To Actions should be in contrast to your website background so it can easily stand out.
You should also make sure that the “action” you want your users to do has to be categorically simple. Otherwise, the users just won’t “do” it.
For example, in QuickSprout, they ask you whether you are doing your SEO wrong. Now, to find out, all you have to do is enter your URL, and leave it on the website. This how an optimized CTA looks like. It is simple, direct, and meets your eye at a quick glance. Even the CTA copy induces curiosity, which imbibes instant action.
2. Optimize Your Forms
One of the most annoying things I have encountered on websites is when the businesses ask too many questions in their form fields. Again, this has to do with the low attention span of your users. No one will take their time to answer all your questions, no matter how relevant they might be. Multiple form fields is an instant turnoff for most visitors.
Your goal should be to get important information while asking the least amount of questions. Ideally, the Name and Email ID should be enough. You don’t need to know the social media accounts and pin codes of your users. It is redundant information. Now, every transaction is done through the email ID, and that should be well enough for you to begin with.
As seen in the picture above, your form should be easy to look at and minimalistic.
3. Use Enticing Images
Our brain processes images much faster than text. For this purpose, using striking and enticing images in your website is an absolute must. No user is going to read through your entire website, but if you provide them with enough visual aid, they can glance through the relevant part and might take desirable actions.
Imagine the following landing page without the image.
Feels boring, doesn’t it?
The contrast of the orange CTA with the background image will work tremendously for better lead conversion.
From this entire article, it is safe to say that your design tweaks should be reverse engineered bearing in mind one universal fact: “your users have a low attention span”. It is your job to create a website design that catches your users attention, and you will already gain an edge over your competitors.