Every business owner wants a website which encourages the visitor to make a purchase decision; that is to convert. Some websites have a lot of traffic but very low conversion; clearly, something is wrong.

There are several factors which leads to conversion, and the design of your website is one of those factors. Studies reveal that it takes just about 90 seconds for a buyer to make a product assessment. On a website, users spend on the average, 8 seconds. Therefore, first impressions count for everything and about 75% of visitors to your website will judge your website based on its design.

Below are ten tips to consider when looking to design a website which drives sales:

  1. COLOR

Something as simple as the change in color of your website can have tremendous effects on traffic conversion. Tech company performable reported a 20% increase in conversions just by changing it call-to-action (CTA) button from green to red and Ript Apparel saw conversion increase by 6.3% when they changed their button from green to yellow.

When choosing colors it is important you put a lot of things into consideration like for example the colors red and green are the colors which persons with color blindness struggle with the most. In addition you have to consider your audience. If it’s a female audience, focus on the colors blue, green and purple. For men, choose blue, black and green. The least effective colors? 0range and brown.

  1. VIDEO

Adding videos to your webpage increases conversion and some companies report as much as a 144% increase in conversion upon adding videos to their webpage. Business to Business companies can also use videos to talk about aspects of their business which differentiates them from the competition.

  1. EASE OF USE

Place the most important functions above the fold. Don’t put visitors through the stress of having to scroll or hunt for what they want. Create simple navigation which will allow users intuitively find what they seek on the first page.

  1. CLEAR UVP

Unique Value Proposition (UVP). You should have a clear UVP and it should be apparent to your website visitors. Stick it right on top of your website so they know why they should choose your brand.

  1. TRUST SYMBOLS

PayPal’s certification logo or a badge from Yelp are two examples of trust symbols. Testimonials and symbols of approval are some ways you can show your potential buyer that he or she can trust you to deliver on a product or service.

  1. FREE OFFERS

If you are giving out a discount or some free item, ensure the word “free” comes through loud and clear. Are there reasons why someone might not buy from you? Your website should explain proactively how you seek to fulfill customer needs and address issues.

  1. SHORT FORMS

When uploading forms, keep it simple and straight to the point. Your customers will not want to give out their city, state, last name, pet name, email address and ZIP code just because they want to fill a form; it feels too personal and most persons will stop short. Also if you have a CAPTCHA you might consider turning it off to see what difference it makes in response rate.

  1. VIRTUAL CHAT

Several persons prefer a quick online chat while browsing to address their personal issues and even if they don’t want to chat, a lot of them feel more comfortable knowing that option exists.

  1. HEADLINES

Your headlines should be bold and address the concerns your potential customers have. Are they worried about timing? The results? The process? Whatever it is, your headline should address it.

  1. WHITE SPACE

If your webpage looks cluttered or cramped, it will affect your conversion. Having too many elements will confuse people and turn them away.

BONUS- A/B TESTING

While some web design standards are a standard, there will still be variations from industry to industry. Businesses which succeed will continue to test small changes on their website, and while these changes may be slight, it is relevant in the long run.

During testing, you should commit to one test at a time so you can determine the exact effects of every change then make a decision of which change stays or goes.

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Author

Nicholas is a social entrepreneur, passionate marketeer, career + life coach, consultant, speaker, and community builder. He does this through 1-on-1 coaching, non-profit and businesses consulting, and on a larger scale as Co-founder + Managing Director of CFM Group. He is an internationally recognized strategist, coach, speaker and in the process of writing his 1st book. Possessing over 13 years’ experience in helping clients realise their potential through clarifying their vision, message and market to design the strategies and roadmaps needed to succeed. Utilising this extensive background in strategic planning, pitch and message design, marketing and communications, executive and speaker coaching was his pathway to founding www.CFMGroup.co.uk. His knowlegde was fundamental in building the company with an investment capital of £1 and a large social impact community and professional development hub in Cambridge, UK. Feel free to comment on any of our articles that interests you or message our CEO directly at Nick@CFMGroup.co.uk ! We hope you enjoy our blog !

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