Looking for ways to drum up more revenue? Your website is brimming with untapped potential. But why aren't you investing in it?
More than 90% of consumers visit a brick and mortar store after visiting the website, and more than 50% of mobile site visitors visit within 24 hours and are 20% more likely to purchase.
But there's a problem.
According to a recent study, 97% of small business websites are failing with visitors. 70% don't include any call to action and a whopping 82% have no social media accounts.
Sound like you? That's about to change.
In this article, you'll learn which web design elements to optimize to increase profits and conversion rates.
What's a Conversion Rate?
Before digging in, it's important to understand what a conversion rate is. Your conversion rate is the rate at which users take action on your website. Therefore, you should design for conversion.
For example, the rate at which users sign up for your email list or the rate at which they click and buy are two examples of conversion rates.
All your web design elements should work together to improve conversion rates across the board.
Is Your Website User-Friendly?
Want to get the most mileage out of your web design? Step into your customers' shoes.
You know how frustrating a poorly designed website can be, so imagine what your customers feel if you're not giving them an experience that meets your own personal standard.
The process of creating a user-friendly website it's called user experience, also known as UX design. Everything from website colors, social media buttons, to performance speed falls under the UX umbrella.
Let's delve deeper into more user-friendly elements of a web page.
According to a study from Adobe, almost 40% of website visitors leave if images take too long to load. Furthermore, you only have seconds to grab the attention of visitors, with an average visit lasting no longer than a minute or less.
Think of how much time and revenue slow load-time is sucking from your business!
Here are a few things you can do to speed up your website:
- Run a speed test to know where you stand
- Remove excess plugins that are slowing down your site
- Enable caching on your website
- Reduce and compress your image sizes
- Fix your broken links
You may want to consider getting a new web host if you have a graphics-heavy website.
Responsive Web Design Elements
Now that users are on your website, you need to give them a reason to stay. A good website doesn't need to be flashy. Visitors are regularly turned off by excessive video ads and media autoplay. They want quickness, compatibility, and intuitiveness.
Therefore, you should invest in a responsive design that provides a simple and enjoyable experience across all devices.
Add these technical responsive web design to your checklist:
- Flexible images
- The flexible grid
- Media queries
The elements above are foundational to every responsive web design. But don't forget critical UX elements like white space, consistency, intuitive navigation, reduced image sizes, and device compatibility.
Choose Your Color Palette Wisely
You also need to assess whether your color scheme speaks to your target audience. For example, according to research, women respond more positively to blue, purple, and green, but respond more negatively to orange, brown, and gray.
So let's cut to the chase. Which colors and combinations encourage consumers to actually buy?
There aren't specific combinations you need to know. You just need to understand how color psychology works. Colors by themselves, and in combination, instantly invoke emotion. The key is using the right combination of colors to inspire your website visitors to take action.
One of the best examples is McDonald's. The color red inspires a sense of urgency, while yellow is more cheerful and optimistic. In combination, they create a sense of hunger and impulsiveness. That's why other fast food restaurants like Burger King, Wendy's, and Carl's Jr. also leverage the red-yellow color scheme.
Tone it down
Since we're on the subject of psychology, web design elements play a consequential role in decision-making.
According to Hick's law, decision-making time is proportional to how many choices are before an individual. Therefore, the busier your website is, the longer it takes to make a decision. If a website visitor has to work too hard, they'll simply leave.
If you have an e-commerce site, for example, consider just a few featured products on your homepage. Consolidate where you can. Do you really need a separate section for red shirts and blue shirts?
Rule of Thirds
Does your homepage align perfectly into a 9-square grid? The rule of thirds is central to an effective web design, especially a responsive one.
According to the rule, you should strategically place your most important web design elements around the four middle intersections of the grid.
This is a great opportunity to assess your competition. How are they using the rule of thirds to entice website visitors? Where are they placing their calls-to-action and featured products?
The Human Touch
Your customers aren't robots. Like you, they instantly connect with human faces. Images of people add a sense of trust, authenticity, and professionalism to a web design.
You can find ready-made stock images of people to incorporate into your design. If you really want to stand out, consider hiring a photographer to take images that are unique to your brand alone.
Now, it's time to put this new information to the test. Which web design elements can you improve now to increase action on your site?
You may want to conduct a website audit first to get a more complete picture of your strengths and weaknesses. And check back often for more resources for business owners looking to grow.