Generating website visitors are good – but as a business, it is also important that you learn how to turn those visitors into customers.
No matter how many visitors your website gets, if they don’t sign up to your newsletter, or they don’t make a purchase, these visitors are good for nothing.
There are various ways to convert visitors to subscribers or customers such as A/B testing, usability testing, and customer surveys. However, one of the most effective ways is by improving your website design.
Web design is one of the factors that Google’s algorithm considers and Google rewards websites that are well optimised.
Here are ten tips on how you can improve your website and increase visitor conversions:
While it can be true that websites aren’t all about design, a Stanford University study has revealed that one of the first things visitors rely on in helping them determine whether a website is credible or not is the website design.
Adobe has also conducted some studies and 68% of those respondents have mentioned that a good online experience solely relies on a good website design. If your visitors have a great experience using your site, they’re more likely to become customers.
This is particularly relevant if you are operating in an industry that revolves around design. Interior designer, Gary Hamer, understands the importance of website design for his business, saying, “As an interior designer, the design of my website is, indirectly, a reflection of the services I offer. This is my first opportunity to demonstrate my eye for design to the customer and to build a level of trust in my work. This is crucial for me in creating conversions.”
Based on a study conducted by Kissmetrics, 85% of consumers have mentioned that colour is one of their main reasons for purchasing a product. In another study, 52% of respondents mentioned that they’re more likely to stop visiting a website if they find the colours clashing and unappealing.
The use of colour on a website sets the tone of the business and its services. Although this is important for all businesses, it can be more necessary in some industries than others, particularly where there are traditional expectations such as weddings or funerals.
Darran Moran, a small business owner and celebrant from New South Wales, agrees that colour has an impact on customers’ perception of his business. He had this to say, “In my industry, colour plays a major role in conveying a message to my customers. Weddings are a very personal experience so it is important that customers feel like I can cater to their needs. If my website were black and red, for example, this could isolate a number of customers from converting as they might feel that I am unable to meet their traditional vision.”
This is why you must choose attractive colour combinations, and colours that talk about your brand and set the mood that you want for your customers upon visiting your site.
Half of your website visitors won’t be using a computer. They’ll be accessing it from their smartphones which is why it is important that your site layout and design, including call-to-action buttons, must be mobile responsive. Bear in mind that these actions must be easily reachable by the thumb.
Looking to make sure your website is mobile friendly? SEO specialist Clarinda Cheon has an exclusive tip, she explains “with the majority of searches now coming from mobile devices, you can provide a better mobile experience by offering less. Remove any flash, increase button and font sizes, and compress images. You can also use Google’s free Mobile Friendly Test to gauge your progress. If you are going down the professional route, a quality team like Circle BC can ensure you’re ticking all the boxes necessary.”
Knowing the pattern of how your visitors look at a web page significantly helps in boosting your online conversions.
Research has revealed that most visitors commonly use the F pattern when visiting a site – they start at the top left corner going across the top right corner, then moving across the middle of the letter F and then move across.
Make sure that the first quadrant makes a good impression aesthetically speaking, and ensure that crucial points and information that you want to relay can also be found in that area.
The rule of thirds doesn’t just apply in photography, but also in print ads and website design.
This rule is solely based on where the eyes of your readers and visitors are often drawn. Try drawing an imaginary grid on your website separating the site by 3 lines horizontally and vertically.
It’s best to place those call to action buttons on the four corners of the centre square – which is usually part of the 1/3 of the entire web page.
White space can be utilised in a website, but remember not to overdo it. Do not go crazy with graphics, frames, and other designs just to “fill” that empty gap.
Too little white space on your website may give an impression that it’s too cluttered, making navigation and reading more difficult for your users. With that in mind, if they can’t easily navigate and go through the essential information easily, getting a conversion is more difficult.
Studies have shown that 38% of people will stop engaging with a website if the layout is unattractive, so it pays to play it simple.
The easiest way to convert a visitor is to make sure that they can easily navigate where they want to go on your website, and that includes a call-to-action button.
When designing a website, your visitors should be able to get to where they want to go without having to go through a lot of pages or clicking a lot of menus and links.
Businesses that offer multiple services would be aware of this. The team at Shepherd Plumbing aim to make site navigation as simple as possible for the customers, saying this, “Since we offer a variety of services, it can be easy for customers to become confused or lost in our website if it is too complicated. Having one simple dropdown menu of “Services” means our customers can easily find what they’re looking for, ultimately resulting in more conversions for us.”
These are the buttons that your visitors click to start a conversation or to opt-in to your mailing list. So, the better your CTA buttons are, the higher the chances that you’ll get more conversions.
Studies have shown that CTA buttons that are coloured red, green and orange have the highest conversion rates – or literally anything that stands out from the rest of the page.
If you want to point your visitors to a specific area that you want them to see, utilise images. You’ll be surprised by how effective these photos are.
Use a photo of a man or woman pointing towards that area where you want them to look. If you can’t find a suitable image, you may want to use directional arrows.
Different studies have been conducted and have stated that the more choices you give your visitors, they are more likely to take a long time in figuring out what course of action they’d like to take. If you only have one action that you want your visitors to take, make sure to give them a clear directional path and don’t give them other options.
Although technology can be frustrating in business, it can also be a big advantage. Hopefully, this guide has given you 10 easy ways that you can improve your website and start seeing more conversions.
So what are you waiting for? Get started now and see results for your business.
Ryan Smith is an Australian writer and uni student living in Melbourne. As a Business Management major, Ryan is passionate about business revenues. He also has a love for pets, he regularly takes his pet dog for a walk in the park.