So now that you’re an expert in web analytic terms, you’ll need to know to create that coveted LOYAL customer base.
Missed the blog post? Find it HERE.
Anyway – we’re now going to teach you how to use your holy grail – your website – to boost your conversion rate.
Think website design and aesthetics aren’t that important if all the essential information is there? Think again! Researchers at Stanford University found that almost 50% of respondents say that a company’s website gives them insight into their credibility – that’s right. 50%. That’s a percentage you surely can’t ignore (…don’t call me Shirley).
Jokes aside, it’s no secret that a visually appealing website is going to ensure users are clicking around, researching your brand – BUT all savvy marketers know that there is a strategy behind the design. Don’t panic, here are our top tips to ensure you (or your clever web designer) make the most out of your website.
The Rule of Thirds
Remember your school art lessons? Nah, us neither. However, the rule of thirds is something your kooky teacher probably talked about while you were doodling in your notebook, and it’s very useful for website design. In a nutshell, the photography principle follows the idea that an image (or website header in our example) is divided into thirds, vertically and horizontally. We’ve included an example below.
The rule of thirds states that the four middle intersections are the most important, advising that essential elements of the image should be placed here. So, if we’re talking web design, call to actions and forms should be put here. WeWork is a great example of this, encouraging users to fill out a form straight away to find their perfect co-working space – boosting their conversions.
Remember to K.I.S.S (Keep it simple, stupid)
Web design is pivotal in driving conversions, and as humans, we hate to get overwhelmed – that’s no secret. So, keep it simple. Users don’t want to be flooded with options, menus, call to actions and other elements that are better off weaved throughout your website. What brand comes to mind when you think of simplicity? For us, it’s Apple. Now, we’re not saying all their success is due to their clean-cut image, but it’s got to help right?
Our example here is PR distribution website My News Desk. The brand’s clean and straightforward header displays the most critical information; their tagline and a simple call the action. Take note over thinkers, this is a crucial element into increasing your conversion rate.
The 8 Second Rule
Would you be surprised if we told you that the average attention span of a person visiting a website is 8 seconds? Probs not. You’ve only got this amount of time to pique their interest, challenge accepted. Incorporate some of our crucial points below to help you maximise these seconds.
- Make that headline count, is it to the point?
- High quality, eye-catching imagery that is above all relevant to your business
- Use call to actions that are simple, large and clear
- Buzzwords! You know what we mean, they’ll make your copy exciting and engaging
- No one can resist multimedia, we’re talking video and audio – but use this sparingly
- Exit popups, you’re losing them? Re-engage them with animated popups
Faces increase Familiarity
People buy from people, right? Although it’s important to remember to use this particular tip only if relevant to your business. We’ve found that people love human faces. This specific tip doesn’t have to be used on your homepage, incorporate it into your testimonials, articles and case studies.
Designer Sabina Idler states, ‘When we see a face, we are automatically triggered to feel something If we recognise content on a website — such as a problem, dilemma, habit or whatever else — we feel connected and understood.’
Want to be convinced? London’s latest attraction Ballie Ballerson use this well in their ‘about us’ section, don’t tell us you’re not interested in ‘the one and only ball pit cocktail bar’.
Colour Matters
We’ve briefly touched upon the importance of colour in campaigns before, with particular reference to your favourite fast food brands, and the science behind the colour. Catch up on that post HERE. It’s important to understand that colour can’t be underrated in web design, it’s crucial in conversion.
Designer, Tom Kenny had to say that ‘Different colour combinations can evoke different emotions and reactions.’ We couldn’t agree more, pay special attention to the colours you’re using on your landing page and throughout your website.
So, you’ve already got your colour scheme? Perfect. Now, let’s move onto the important part, how do you use this to drive conversion? Contrast. Contrast helps to keep text, headers, call to actions and buttons in the eye-line of the user, you want to ensure they stand out.
London’s Backyard Cinema experience does this well by sticking to high-quality imagery with earthy tones – a strong focus on green hues (notice their subscribe button and title ‘Labyrinth’ that ties in well with their primary image) but manages to ensure their key tabs stand out through white text. As users continue to navigate their site the trend of utilising their colour palette continues, see below for the company’s contact page. The contrast of headers and call to action’s stand out well against the earthy colour scheme. Our key take away? Elements that you want to highlight should stand out against others on the page.
Converting users into customers relies on a number of details, but remember to utilise your website – it is crucial. Our above tips are best used in conjunction with SEO, social media and others marketing strategies such as lead magnets. But remember, customers will always come back to your website, make it count!
Do you want to increase inbound leads to your business? Take our digital marketing scorecard to find out how you can maximise your strategy and truly utilise our conversion tips!
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