Design can make or break your conversion rate.
Of course, as the proud owner of your website, you no doubt put your heart and soul into each and every idea. And of course, you want to include them all. But, as much as you’d like to work solely from the right side of your brain, it’s important to keep some strategic design principles in mind if you want to make your website more attractive and aim to convert. (Um, YES, you want to convert!)
Conversions can be defined as completing a specific goal, like subscribing to your email list, joining your community, or purchasing your product or service. So, how do you convert your traffic? Define your conversion goals, write them down, and use them to power all your web design decisions.
Ready? Here’s four ways to make your website more attractive.
#1 Limit the choices with a strong call to action
One of the most powerful things you can do on your website is limit the number of choices your visitors can take. Too many options can be distracting and may cause the visitor to loose interest all together. This principle forces you to be streamlined and methodical about your site’s purpose. What’s most important to your bottom line? Make it clear with a strong call to action and try to limit it to one per page. The more you can streamline your users’ choices, the better your website will be use, navigate, and complete your conversion goal.
Website examples using a strong call to action:
#2 Use Space Wisely
Use Negative Space. Contrary to its name, negative space is a big positive in web design. It’s simply empty space between elements, and can drastically improve a site’s visual appeal. This space can have a strong affect on users’ interaction and movement around your website. It allows elements (like your menu, titles, and call to action buttons) room to breathe and draw in maximum attention.
Follow the F map. Studies show that users’ eyes follow an F pattern when browsing websites. That means the upper left corner is a hot spot (queue the logo and menu) and tracks down the left side of the screen (queue a big headline and call to action). Put this to good use by placing your sidebar and other busy elements on the right, and keep the most important elements on the left.
Website examples using visually appealing colors:
#3 Use Color Wisely
Text: The most user-friendly websites use black or dark gray text on a white background. This high contrast combination is easy to read; use it to keep paragraphs, headlines and buttons noticeable and readable. Alternating light and dark areas also helps define separate spaces.
Accents: Keep your accent colors to a minimum and use them consistently throughout your graphics, images, and buttons. Take your desired color to the Adobe Color Wheel (https://color.adobe.com/create/color-wheel/) to explore and create a complimentary color scheme. Keep in mind, buttons should be in a color that stands out from the rest of your website.
Website examples using easy-to-ready text formats with contrasting colors:
#4 Make it Personal
Incorporate faces into your articles, testimonials, and landing pages for a boost in your conversions. Personal images help create an emotional attachment between your visitor and you or your brand, and increase the likelihood of time spent on your website and ultimately converting. If you’re the face of your brand, have professional photos done and include them on the homepage. Be sure to incorporate negative space to one side (preferably the left side) for text or a call to action button. If you need stock photos, look for ones that convey happy customers. A collection by one photographer will give you the best option so the color scheme, filter, and tone is consistent.
Website examples using a great personal photo:
Have you used any of these ways to make your website more attractive? I’d love to hear if you’ve seen a difference in your conversion rate!