You decide what you want to sell to people through your company but how you present it on your website is not something in your hands.
Whether a website and its design is effective or not is not something you hold authority to judge, it’s the people and the users who decide whether they want to explore a website or dump it within seconds.
There are many factors which affect the effectiveness and usability of a website and people only take a few minutes to judge a website good, bad or worse.
It is not the good looks that matter when it comes to a great website but how it functions matters equally.
A few well utilized design tactics put the design and website in its rightful place and enhances conversion rate as well. Here are the top five design tactics that are sure to improve conversion rates and make your website function and appear great as well.
1. Be Clear
Most of the website users will tell you they like a certain website because it gives them what they are looking for in no time.
How do they do it?
They do not clutter stuff and make things hard for people to understand. Be clear at what your website is about and what it has to offer. Use relevant images, one at its best, minimum text and place the components in a way that it attracts people’s attention in the best possible manner.
Put your work tagline in a way that grabs people attention and make them actually believe you. That being said, superlatives might be tempting to put but do they sound true as well?
Well, no. Most of the people won’t believe you. Therefore instead of throwing words like “best in town”, “fastest way to get..”, use phrases that actually sound true and relatable.
2. First Impression
While the first impression theory might not sounds good while judging people but the first impression does matter when it comes to website and its design.
Studies have shown that the overall look and feel of your website is the driving force of first impression.
Take the feedback from your website’s users about your website and you will realize that most of the people will actually comment on how the website looks and how it works for them and very small amount of people will notice content and comment about it.
Using no or poor colours, pop-up adverts, no navigation aids, too much text, small images, poor search facilities etc destroys website’s first impression.
People prefer easy to identify, conventional designs over non-conventional, innovative designs. If your innovative design makes things harder to understand instead of clarifying things, get ready for it to be rejected by people no matter how amazingly innovative it is.
3. Highlight What’s Important
Your website needs to be visually appealing but even visual content needs to be prioritized. Things that are most important should be put centre and prominent while those which are less important can take a back seat.
What to highlight and what not to would be decided on the basis of your website and what is its main purpose?
For example, it’s a good practice for e-commerce websites to put their call-to-action buttons such as “Add to Cart”, “Buy It” in a different colour and prominent design, which of course does not overpower the rest of the design.
Use colours to make calls-to-action buttons and other important stuff pop-out but make sure you use colours intelligently and not create noise instead with too many colours used randomly.
White background makes things a lot easier for you to work around and appears visually appealing as well. The more unused white space is left the more easily you can draw users’ attention to what actually matters on the website. Use bigger images, lesser words and all this surrounded by white space alone will do the job for you.
4. Monotony is Your Enemy
We humans can easily get bored by things around us especially when you see same stuff everywhere. There are millions of websites out there and most of them follow similar patterns of design and copy.
Does that make them stand out? The simple straightforward answer is, no.
Gaining attention is easy but to maintain that attention is the real task for a designer and the website. You can grab someone’s attention for a second and if you appear uninteresting, get ready to be ignored, and probably forever.
This goes on to say, do not follow a single pattern on your website, not even on one page. Apple’s website places texts and images in an alternating fashion which is one good example of keeping the design alive. This tactic does not let the eye and the brain die of boredom, and that is important.
5. Help People Choose
People need results on the websites and they need it quickly. A self-explanatory website is more likely to get a lot more traffic and conversions even with a minimal design than a website which makes things harder for people to find no matter how high the design is that it flaunts.
Using filters that easily narrow down choices for people is one great way to help people arrive at the results fast. E-commerce websites usually have small images, text around them and practically everything that goes on the same page as the product.
You want to put all the details on one page, fine but instead of using small images use bigger, life-like images which make people fall in love with the products and then have a separate page where everything else goes, how difficult does that sound?
Designs are meant to make an impression and, if possible, an everlasting one without using a lot of words and you can achieve that only if you use design components in the right way.