How to Design Your Site for Conversions

By | August 25, 2016

Conversions are the lifeblood of your business. Every conversion a visitor makes gets them one step closer to becoming a customer, an influencer, an affiliate or a cheerleader. This means your website should be created with conversions in mind. Yet not every website converts. Why?

The problem is that many websites are made with the wrong focus. They’re made to look beautiful or to be innovative. Though they may win awards, they may not be adequate for converting visitors.

If you want to make sure you get the most out of every Internet visit, you need a site designed for conversions. Below are some great ways you can start improving your conversion rates right away.

Make sure all headlines and content are easy to understand

Confusing headlines and poorly-written content lead to low conversion rates. That’s because visitors become unsure of what they’re supposed to do. Should they tweet about the blog post they read? And how will they do that easily if there are no calls-to-action (CTAs)?

Go through all your web pages and give them a health check. Do the headlines tell the story of the content? Is the content written in a way that makes reading or scanning simple? Does the content speak to the visitor’s needs or wants? Your answers could reveal flaws in your website that you can repair immediately.

Ask for as little personal info as you need

Have you ever gone to a website that asks for way too much personal information to sign up for a subscriber list? Your site might be making the same mistake.

In general, the fewer form fields you require, the higher your conversions will be.

Add directional cues for visitors

You know what you want your visitors to do when they come to your site, but will they follow your preferred path? They might if you add directional cues.

Directional cues are items within a web page’s design that indicate where the visitor’s eyes should go. A bold arrow is about as simple as it gets, although more subtle directional cues work, too. For example, the image of a model may have her eyes “glancing” toward a CTA. Guess where the eyes of visitors on that page are likely to go?

De-clutter the site

You probably don’t like to have a cluttered home, so you shouldn’t accept a cluttered website, either. If a page is overly cluttered, it’s a navigation nightmare for visitors.

What happens if you love everything that’s written on a particular web page and want to make sure you don’t lose it? You might be better off turning it into two or three web pages. Adding a new web page to your overall site navigation is less expensive than losing customers.

Create tons of urgency

Light a fire under your visitors by adding some urgency to your content and your site design. What are some great ways to add urgency? Have a flash sale that ends in 48 hours or add a clock that’s ticking down to a major holiday, such as Valentine’s Day or Christmas. This gets people feeling like they need to take action now, rather than wait.

Use your best testimonials

People like to buy from other people. They also tend to believe what they read. If you have some awesome testimonials, add them in text form or videos. Testimonials that are well-placed can keep your visitors from feeling like they’re taking a shot in the dark on your products or services.

Be sure to follow your sales funnel

You should be developing a sales funnel for your visitors, and then following that sales funnel through the site. If any aspect of your sales funnel is weak or lacking, make changes. A well-planned sales funnel on a website can assist in automating the sales process, eliminating the need for as much human intervention along the way.

As a bonus hint, test your website periodically. A/B split testing can be an inexpensive way to gain insights on how you can make your site design more robust — and earn more money in the process.

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