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To some, appearance and conversion may seem like two completely disassociated elements. However, you would be surprised at just how much they have in common. If we go by the logic that, in design, less is sometimes more, you will reach the conclusion that an elegant minimalist web design is the pinnacle of a site’s appearance.
Coincidently, high responsiveness and user-friendliness that come with the minimalist design are also conversion boosting trends, meaning that, in this particular situation, you’re boosting your conversions by investing in your visuals. Needless this is just a glimpse of how deep this connection actually goes, and there are many similar instances where this happen, here are some of them:
1. Smarter use of whitespace
Whether or not you see whitespace as an element of your website is a fairly good question, which depends on the context. From the visual standpoint, it’s an element that increases the visibility, makes your website appear more orderly and helps make it more mobile-friendly.
On the other hand, if you look at it from a technical standpoint, it’s more than clear that it’s not an element, which means that it doesn’t draw on your resources. In other words, the more your website tips towards the use of whitespace, the less resource-intensive it becomes, making it more responsive and easier to use-a huge plus on its own.
Keep in mind, that your whitespace doesn’t necessarily have to be white. This means that if you use a particularly interactive piece of content and use the same nuance for it as you do for your whitespace, you can achieve a visual unity of your landing page. In turn, your animation or video will appear more impressive, and it becomes impossible for your visitors to recognise where the whitespace ends and where the animation begins and vice versa.
2. High speed, low abandonment rate
While some may claim that this sub-headline may be a bit misleading, seeing as how a high speed doesn’t necessarily guarantee a low abandonment rate, keep in mind that in the opposite case, your website is bound to suffer. Your loading speed affects your bottom line in more ways than you can imagine, which means that by investing in it, you stand to improve your business, more than you could have ever imagined.
Regardless of the device that your audience uses to gets on your website, if the loading time is significantly longer than they’ve expected, you stand to lose a massive portion of your audience in the first several seconds. This is where web design and conversion rates work hand in hand.
Even if your visuals are the best of the best, they’ll do you no good if the majority of your audience leaves before they even load, something that has been known to have happened. Before you make any radical changes to your design, keep in mind that they should never be made at the expense of your responsiveness.
3. On-site optimisation
Your website’s conversion rate will greatly depend on your site’s visibility. Ironically, this visibility often gets affected by the seemingly invisible changes to your website. We’re of course talking about the issue of on-site optimisation.
The greatest problem with on-site optimisation is the fact that most website owners and developers visit it retroactively. Once they start with the diagnostics of why their site has a worse rank than they believe it deserves, they notice a problem and then proceed to add meta tags, descriptions and all the rest. Unfortunately, by the time this takes place, the damage is already made.
With professional web design agencies, you get the privilege of having this issue resolved as soon as your website gets live. This is the primary reason why so many businesses decide to employ digital marketing services from Sydney, instead of trying to handle their on-site optimisation of their own. Aside from giving immediate positive results to your visibility (and your conversions), it also sets a solid foundation for future scalability and growth.
4. CTA button matters more than you think
Another thing you should realise is that even something as simple as a change of your Call To Action (CTA) button may affect your average conversion rate. For instance, an extensive A/B testing-based research has determined that a green CTA button has about a 21 percent lower conversion rate than the red one.
When you come to think about it, the effort required to merely change the colour of the button from green to red is disproportionate to the prize that the action brings. This is what makes these design changes into an amazing option to get an outstanding ROI.
Aside from this, your CTA button should also contain an offer. You may believe that it’s quite intuitive what clicking on the button means, yet, you can never be too transparent. Therefore, you need to display some text on the button like ‘buy’, ‘subscribe’ or ‘download’.
The text in question should be large enough and you don’t actually have to bother going with upper- and lowercase. In fact, using uppercase for all the letters implies urgency and, in this way, further supports your cause.
When it comes to the button text the common-sense rule is that it shouldn’t be too long. If you have to explain something or make a formal introduction, do it before you display the button. Not on it.
In conclusion
With these four simple tips, you can easily improve both your website’s appearance and its conversion rate. By making your website visually pleasing, it’s also implied that you either have a veteran designer on your team or that you’ve outsourced this service to a professional.
By using clear and better visuals, your website gains a boost in credibility and reputation. Overall, you stand to improve your position in the digital world, which is always a cause worth investing towards.
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