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How Can Web Design Influence Conversions


Let’s start with a basic assertion; the design of your website has  key bearing on your sales conversion rate. 

While this is widely known and accepted among business owners, the precise impact is hard to quantify. This makes it difficult for entrepreneurs to know which aspects of design to prioritise, as they strive to create a website that is functional, stylish and easy to use.

In this post, we will look at exactly how strategic and high quality web design can influence conversions. For example:

1. Quality (and Diverse) Content Builds Trust

While the increased emphasis on content marketing has changed the way in which brands attempt to engage their customers, this has always a key component of successful outreach.

More specifically, brands that have invested in the cultivation of insightful and topically relevant content have always thrived in the digital realm, while those who have incorporated interactive rich media elements have achieved even greater success.

To understand this in greater detail, take a look at this webpage. Essentially an information page, it uses a structured infographic to present data and reinforce key messages. This interactive piece of content highlights how the design of individual landing pages can help to accomplish core objectives, while establishing a foundation of trust with customers.

This, when coupled with accurate content that informs readers and triggers social conversations, plays a pivotal role in cultivating relationships and optimising conversions further down the line.

2. Colour Has a Direct Impact in the Mind of Customers

Colour is another important design consideration, although the reason for this is far more complex than you may initially think. While it is well-known that different colours can trigger an array of emotive reactions in the human mind, there are cultural and physical considerations that also influence customers.

Colours have variable meanings and cultural relevance in different nations, for example, so online businesses that operate in international markets must conduct research if they are to optimise their design. Similarly, designers must develop a palate that also engages those with visual impairments or colour blindness.

Above all else, however, it is crucial that you understand your product, service and audience, before determining how colour can be used to drive desired actions among customers. Red is a great shade to encourage impulse purchases or activity during limited promotional offers (as it creates feelings of urgency and tension), for example, while calming pastel tones are better for more considered, big ticket purchase.

3. The Layout and Load Time of Your Pages Also Impacts Conversions

On a final note, the layout and accessibility of your site also has a direct impact on your rate of conversions.

In terms of the former, it is crucial that you create an easy to follow layout that simplifies the customer journey. This ensures a short and seamless sales funnel, which minimises the number of steps between generating leads and converting sales.

Concepts such as minimalism are central to this, as the use of whitespace can help to amplify key messages, highlight actionable icons and reinforce calls-to-action (CTAs). Placing CTAs above the fold also helps, and small details like this can make a big difference.

The latter issue of accessibility is also crucial, with page loading time particularly important. After all, studies show that nearly 50% of customers expect pages to load within two seconds, while the same demographic will abandon a site that does not fully load within three seconds.

You therefore need to analyse and optimise page loading times, eliminating any bulky or obtrusive graphical elements that do not add value in the process.