You recently invested hundreds of dollars and weeks into your business website design. It is absolutely stunning and offers an outstanding user experience. So, why are your site visitors not converting into clients?
Business owners and marketers often have a skewed perception of their website design and functionality. They focus too much on perfecting the design without considering how it will drive conversions. To correct this mistake, here are design tips to help you rethink your website design and make the right adjustments to improve conversion rates.
Simplicity is key
If it takes your business website visitors too long to find the products or information they’re looking for, they will leave. That’s exactly what a digital marketing expert or a reputable web design agency will tell you.
A website cluttered with pop-ups, flashy graphics, and countless widgets could inhibit conversions. The visitors may even forget why they visited the site in the first place, and they probably bounce off the page immediately.
Having extra menus, sidebars, and pop-ups might keep site visitors on their page, but they also distract them from taking your desired action. If the prospective client is bombarded with numerous choices, the chances are that they will not make a choice at all. And this is bad news for your business.
For this reason, a single-column layout or grid can work well for most business websites. A recent study revealed that consumers are more likely to remember stuff they land on your site if it was aesthetically pleasing. So, reorganize your website sidebars and other elements. If you must use pop-ups, it’s recommended to choose sticky pop-ups to avoid frustrating your website visitors.
Use negative space
It is tempting to share as much information as possible on your business website. But this could do more harm than good. Having negative space (white space) on your site gives other elements ‘a breathing room’ and guides the reader’s eyes around the page.
If you have several elements on your homepage like the latest blog posts, sign-up forms, and featured products, spread your site vertically instead of trying to fit every element into the first slide or screen. This way, your readers can easily scroll down the page to interact with different elements separately.
White space also applies to how you create your copy. Avoid huge blocks of text. It’s recommended to break up your paragraphs and have two to three lines in each paragraph. Leave plenty of space between headings, lines, and the edge of the screen.
Take testing to an entirely new level
A/B testing is important when determining what works or doesn’t when it comes to content and landing pages on your business website. If your website metrics don’t accurately reflect consumers’ behavior, A/B testing the overall design is a good idea to know what’s affecting conversions.
Your website design should put users first, not the marketers or designers. Creating an aesthetically pleasing business website that makes it easy for prospects and customers to take your desired action could help double or triple your site’s conversion rates.