Increase Conversions by Tweaking These 5 Design Elements

Your website is the internet face of your business, and it’s important to treat it as such.  There are certain design elements that are the most important in attracting website visitors, and there are some methods you can use to improve these elements so that you can increase your conversion rate with your website.

Whitespace

The best websites are designed with simplicity in mind, and whitespace is an important factor in a minimalist design.  Creating these visual breaks in a website allows visitors to focus more attention on what you want them to notice.  The use of whitespace emphasizes the elements on which you want visitors to focus and makes for a more enjoyable website experience, which is one of the goals of website design.

Contrary to the image the word “whitespace” conjures up, it does not always have to be white.  Rather, it refers to the negative space, between elements in the website. You can use color in whitespace, but you must make sure that the page elements are spaced out strategically so that they don’t overwhelm your visitors.

Using whitespace improves the ability of visitors to see the other elements of your website, along with making your Call to Actions stand out from the rest of the design.  Whitespace also creates a balanced, neat effect for your website, so get rid of the clutter that distracts visitors from your website’s point.

Color

Color choices in your website design can have a dramatic impact on website visitors, and those color choices should depend on your target audience.  For example, women tend to prefer the colors blue, purple, and green with websites; while men tend to prefer blue, green, and black.  Incorporating the preferred colors into your website, while omitting the disliked colors, can have a definite effect on conversions.

Different aspects of websites should use different colors.  For example, blue conveys a sense of trust and is one of the colors used most often.  Yellow can be used to call attention to a warning and tends to heighten a person’s emotional response.  Green is useful for environmental websites, as it is a symbol of nature itself, along with being a good choice for call to action buttons, as are most bright primary colors.  Orange can be used to create a sense of urgency, such as with limited time offers.  Take the goal of your website into account and adjust your color palette accordingly.

Call to Action (CTA)

The Call to Action (CTA) is one of the most important parts of any website.  The CTA is the action that you want the website visitors to take, whether that action is to make a purchase or submit an email address, and there are several things you can do to improve your CTA.

First and foremost, offer something of value with your CTA.  A visitor must receive something they deem valuable, in exchange for their action.  In addition, the visitor must trust you before he/she will take that action, so make sure any pertinent information related to the CTA is easy to find on your website.  Also, don’t have multiple Calls to Action on your web page.  Multiple Calls to Action will overwhelm your visitor, making him/her likely to just give up instead of making a decision.

Choose the location for your CTA carefully, along with choosing the color and font of it.  Customers react very differently to colors, fonts, and locations on the page.  Generally, the best location for the CTA is near the top of the page, centered.  Use a simple text that is easy to read, and choose a color for the CTA button that contrasts with the rest of the page.  It’s important for your CTA to stand out from the rest of the website.

Visual Content

Visual content encompasses a lot of things, mainly anything that isn’t text, and it’s a great way to attract website visitors.  Many internet users prefer visual content, such as images, videos, infographics, and presentations.  When you insert images into a body of text, website visitors are more likely to finish reading the text.  Make sure any images are high-resolution, and it’s best if you can use your own images, not someone else’s.

Videos can be used to provide additional information about a product, or even to give a how-to demonstration.  Infographics and presentations are good ways to put forth information to website visitors, along with building your website credibility as a trusted source of information.

Navigation

While not necessarily a website design element in and of itself, navigation is one of the most important parts of any website.  If website visitors can’t easily navigate your website, they won’t stick around, let alone make a purchase from you.  Your website should be almost intuitive to navigate, with every single page easy to access within three clicks or fewer.  Your website should load quickly, and the last thing you want is for website visitors to get frustrated with the it and leave.

There are many important aspects involved in website design, some of which are of greater priority to create an enjoyable customer experience.  Evaluating your website and these specific elements can make a huge difference in your conversions on your website.