Business owners often find the need to create their own website. They hire developers from professional web development company that will handle the SEO, lead magnets, and social media aspects of their site, but they often overlook one important factor in higher conversion rates- the design.
You see, the design is not something that is “skin-deep”, it is actually more than that. According to a study done by Stanford University, almost 47% of people think that the website’s design is one of the most important criteria when judging the looks of a particular site.
Therefore, if you want to maximize conversions, then you need to apply these web design principles:
Limit the Choices a User Has to Make
Are you familiar with Hick’s law? The law basically states that a person’s actions are directly affected by the number of choices being presented to them.
As a business website, keeping things simple and offering only a few things can really help with conversion. For example, if you could include a “Buy Now” button on the home or landing pages of your site, then they will not hesitate to go there.
Take Page Loading Speeds into Account
As internet speeds get faster and faster, the users’ patience goes lower and lower. They do not want a website that takes more than 5 seconds to load.
It is your job as the developer to make sure that page loading speeds are kept at a minimum. If you can, minimize the use of flashy animations and make sure that your images are optimized and scaled down for better performance.
You can check your site’s speeds by using tools like Pingdom and the GTmetrix.
Use Negative Space to Your Advantage
Websites with simpler designs often have a lot of negative space- you know, those places where there are no graphics, texts, or other site elements.
That negative space should be put to good use as it has been known to increase conversion rates. You want as much negative space as possible.
To do that, you could try minimizing the font size that you use (albeit, keeping it readable still). Also, line-heights or that small space that separates the lines of each paragraph should be at least 150% bigger than the size of the font you’ve used.
Practical Use of Colors
Colors play a huge role in website design. By using the proper colors, you can evoke the emotions that you want to convey.
To help you decide which colors to use, you can upload an image to the Adobe Color Wheel. It will then examine the image and you will be given some color suggestions that is based on the image that you’ve used.
As much as possible, limit your color palette to only 3 choices and remain consistent all throughout.
Grab the Users’ Attention by Following the 8-second Rule
It has been said that it only takes 8 seconds for a presenter to get the person’s attention before they turn away to go somewhere else.
Armed with this knowledge, you have to make sure that you can grab your user’s attention in less than 8 seconds.
Here are some tips:
- Create an Intriguing or thought-provoking headline
- Use animations that instantly grab their attention
- Keep icons large enough to be easily seen, but not too big that it takes up the majority of the screen (remember the 80-20 rule).
- Incorporate some photos or videos that will help entice them to stay
Faces Can Make a Huge Difference
When you look at certain websites, you might have noticed that there are pictures of some people either smiling or doing something interesting.
Seeing such photos can help your users connect with your brand. To do this, you can either get a model or if you are the face of the franchise, organize a photo shoot.
Select the best ones and upload them on your site. Use them either at the middle or at the end of your content to help boost conversions.