How to Design a Website for Conversion Optimization
Creating a website is only the first step. What makes it a successful one is through regular updates and maintenance. If you want your website to grow, there is no way out. You have to make sure that your website is up to date and at the top of the search engine.
However, to help you build a successful website, there are tons of tools and techniques available out there. And one such element is the Conversion Optimization or Conversion Rate Optimization (CRO).
In this article, we’ll take you through all the insights about CRO and also help you design your website for conversion optimization. Without further ado, let’s jump straight into the article:
What is Conversion Optimization?
In simple words, Conversion Optimization is an approach aimed at improving or optimizing your website to convert visitors into customers.
This is usually done by improving web designs, placing certain elements like Call-to-Action (CTA) sites, etc. to attract visitors to take the desired action. For example, if you want to increase your sales, then you aim at making your visitors click the purchase option. Or, if you want to increase subscribers, you may want them to press the subscribe button.
To increase the CRO on your website, generally, a new version of your website is created with all the new elements that you would add or change as compared to the old one.
Then you put both the old and new versions (A and B) to the test to check which website gets more conversion rates. Finally, the one with a higher CRO is selected. And that becomes your ultimate website. This is called A/B Testing or Split Test.
Here are some of the best techniques to design your website for Conversion Optimization:
More focus on Call-To-Action elements
The entire quality of your website is important. But in particular, the call-to-action buttons play a crucial role in converting visitors into customers. Since this is the very button customers would be using to land on the ultimate page or buy a product, you have to make sure that your call-to-action elements are prominent and influential.
You need to make sure that it is distinct from the rest so that the visitor can easily spot it. In fact, it should stand out from the rest and grab the attention of visitors. Once you are done creating your call-to-action button, you can take the squint test to see if it stands out from the rest.
The squint test is easy. All you have to do is view the web design on the screen from a reasonable distance and literally squint your eyes to see them (shut your eyes partially to blur out the picture). When the picture is blurred, make out which spots or pictures stand out or the primary focus. We hope you already know by now that if your primary focus is not your call-to-action button, you may have to make some necessary changes.
Insert Directional Cues
This supplements the first point. Directional cues or pointers can successfully direct your visitors to wherever you want to lead them. Thus, this is a great way of throwing in more light on your call-to-action buttons.
You can direct the visitors to the call-the-action element by inserting an arrow pointing at it. Not just an arrow, but you can explore your creativity and come up with different directional cues and test them through the A/B Testing method.
No matter what kind of a website you own, images play a vital role in attracting your visitors and keeping them on your site. However, you should make sure to add only high-quality images and use them properly. To give you a headstart, here are a few tips:
Use human images. Using pictures of real persons allow your visitor to relate and bond with you on an emotional level. It is one of the best ways to gain their trust. If you’re dealing with sales, you can put up a picture of a person using the product.
Use only high-quality images. Also, make sure to optimize the images. This way, the images won’t take long to load on your site. A research study showed that delay in page response leads to a 7% reduction in conversion rate.
Use large web banners. Web banners are also called hero images and are typically used as backgrounds at the top of a website.
Fonts and Colours
You may think that fonts and colors do not make a big difference. But even the slightest change in your website can boost your Conversion Rate Optimization. In fact, the importance of quality fonts and colours is crucial for the success of your website.
Even if you have the best content and the best products to sell, visitors are likely to leave the page if you do not use the right fonts and colours to present them. You should take care of even the littlest details like font size, line breaks, line spacing, typefaces, letter spacing, etc.
Colours are all about visual appearance. And believe us! If your website isn’t appealing visually, there is less to no chances that a potential customer would hang around. In the realm of content marketing, each colour holds a different meaning. So, pick your colour wisely.
In case you are not sure about colour combinations and font styles, you can do the A/B Testing or hire professionals to get the job done for you.
Importance of Whitespace
The importance and usage of whitespace can be seen right on Google’s homepage. It keeps its website at minimal and uses a whole lot of whitespace. Why? Because whitespace is powerful. How? Because it shifts the entire focus on the conversion button or call-to-action site.
Whitespace means the blank/empty space on a website and doesn’t necessarily have to be white in color. Whitespace is also known as negative space. You can use other colors or images as a background, and that could be your whitespace.
Just make sure that whatever you use is simple and does not take away the focus from your call-to-action element. At all costs, call-to-action should be in the spotlight.
With these few tips and tricks, you can make your optimize your website and increase your Conversion Rate Optimization. A website acts as the face of your business. So, you should put a lot of thought and effort into what goes into it. Make sure you fulfill all the elements mentioned above and come up with an attention-grabbing website.