The attention span of website visitors of today is very short. Unless they are looking for a specific service or a product, they are not likely to spend a lot of time on your website. 50 milliseconds is all it takes for the visitors to form an impression about your website. And those milliseconds decide whether they’ll keep surfing around or leave.
According to the MarketingSherpa glossary given in MarketingSherpa handbook, “Conversion is the point at which a recipient of a marketing message performs a desired action.” Putting it in different words, conversion is about getting the visitors to respond to your call-to-action strategy. A conversion oriented web design is the one that introduces the brand well, wins over the visitor’s trust and converts him into a customer. So what aspects should your website fulfill if your focus is on converting visitors into regular customers? Keep reading to know.
1. Use effective Call to Actions
Calls to Action buttons are quite commonly seen on any website. But they are also one of the most important components. Use fancy graphics, create urgency through content or apply contrast colours for your Call to Action buttons. Take a ‘squint test’ and check out if your call to action tab stands out from rest of the features on your page. Directional cues, deal buttons and negative space tactics (having a lot of space around the CTA button) are also used by some of the best business websites to drive conversions.
2. Incorporate visual hierarchy
Your major goal is to identify the thought patterns of your visitors, make an interactive website design and guide them to click on your call-to-action button. In order to make a conversation with your design, you must know how to establish a good visual hierarchy. Visual hierarchy should be created in a way that it attracts your user’s attention. There isn’t a particular recipe to have a perfect visual hierarchy. But size, layout, colour, spacing etc are some of the attributes that can be optimized in the right way to create it.
3. Give them the proof
When visitors want to buy your products, they would want to see the proof of your work or conduct a background check of the clients you have worked with. Showing conversion numbers, putting testimonials and flashing banners of the brands you have worked with can drive conversion to a great extent. Make sure you don’t go overboard by flashing the revenues of your enterprise as it can also be a major turn off.
4. Mention Accreditations and standardization
Make sure you leave space for mentioning about the accreditations at the footer of your web page. You can also share about the latest accolades, standardization and certifications achieved by your firm. This gives an impression that your brand is trustworthy and your products are worth buying.
5. Make them go ‘WOW’
If your website is user-friendly and interactive, it will add the ‘wow’ factor driving more conversions for you. Once you start attracting traffic to your website, start gathering details about the identity of the user, their interests, what aspects drove them to visit your website etc. By knowing these details, you will be able to provide an outstanding user experience. Once you tap into the psychology of your users and their choices, this will be an easy deal.
Having a well-designed website is one thing. And converting visitors to customer or to make them take the desired action is quite another. So make sure you have a user-friendly and responsive web design. If you are not sure about doing it yourself, you may consider hiring professional web designers to do the job.