When any business invests in a web site and the associated marketing, it needs that website to be able to convert visitors to customers. Of course the definition of a conversion will vary from business to business, some will want to sell goods or services, others will just want to start a conversation via a contact form. But in all cases, the use of High Converting Web Design techniques is a must.
At Rouge we understand the way the people use the web, and how to attract and keep their attention as the move around the site (and down the ‘sales funnel’). Above all, we understand that poor web design will cause people to leave, no matter how many people find the site in the first place.
Our consistent design approach to high user conversion is what counts here and thus one of our major aims is to build sites that convert well.
In short Rouge Media Build Websites That Work.
When constructing the site, we concentrate on the following areas:-
- Ensure that the site Converts
- Is Easy to Use and Navigate
- Puts the Brand to the Forefront of the visitors mind
- Is clearly Focused on the Benefits the Customers Products / Services provide
Check out the list below and see why they are important and why they will improve both your conversions and quite possibly boost your search engine rankings as well, Google just loving sites that are easy to use.
- Clearly Show What You Offer
Every business has (should have) a set of unique selling points or value propositions, these being what makes your business different (and better) from the others in your niche.
Showing the Benefits of using your services is key here, but in order to be able to do this you need to be able to put across in a concise manner, exactly what it is that your product or service can do for clients and customers.
This value proposition MUST be the ‘central’ pillar of your web design, as if it is not easily spotted, your visitors (your prospective clients / customers) won’t be able to see what makes you different, and in today’s crowed market place, differentiation is key.
Take one of our customers, ‘Anesco’, as you can see from the screen shot below, the site immediately tells the visitor what they do:-
In that one short sentence you get the point that they provide energy efficiency solutions…
Your unique selling point also needs to be front and centre, the ‘thing’ that makes you stand out from the rest, should also stand out on the website.
- Ensure your Navigation is Easy to Use
This point is all about ensuring that your website has been built with a mind to getting your visitors to follow the path that you want them too, this not only referring to the navigation menu, but perhaps to a series of questions and answers, or buttons on the site that you want the user to click on. Each one would be a single step along a trail of ‘breadcrumbs’ leading to the goal you want all to reach.
This means making sure your navigation labels and headings are easy to understand, NEVER make it hard or create challenges.
One point you really have to consider VERY carefully is that of ensuring that your site works well on mobile devices, like phones and tablets.
- Use Predictable Layouts
Creativity has its place in web design, but it is very dangerous to stray too far from the norm, this being for the simple reason that ‘people expect things to be done in a certain way’. Hence putting your menu at the bottom of the page could really make people have to think too much.
One way you can ensure that your website is’ predictable’ is to check at your competitors, that way you’ll be able to see if you are doing things right. Not that you want to look like all the others of course, but you have to make sure your site is at least as easy to use.
The important thing to remember is that most people seeking a product or service online are not interested in being amused or distracted, they simple don’t have the time or motivation…
- Make Sure Your Branding is Consistent
Rouge are not only web designers / developers, but are also Brand and Logo design specialists, so we understand the importance of putting the brand first, which means for instance using the same colour schemes and logo variant throughout your website.
This ties in with your layout and the need to be predictable.
By the way, when thinking of local SEO, having the Name, Address and Phone number (NAP) and other critical information embedded in your web design is also vital.
- Reduce Those Clicks
A great web site will ensure that the visitor’s journey is as short as possible, this gets the user to where you want them to be in the shortest number of steps possible. Remember that people are by nature either lazy or are pushed for time..
If you are worried about this, count the number of clicks it takes a user to reach the action service or product you want them to take and then ask the question, “How can we reduce the number of clicks taken here?”
- Ensure your Call to Action Messages Stand Out
Call to action statements really need to stand out head and shoulders over the rest of your web content, colour and positioning being one way of making sure this is the case.
From research, it has been found that the place on the page that works most effectively is the middle of the page with the button to the centre or left of the surrounding content.
Also do make sure that there are not too many CTA’s on a page as this could just cause confusion.
- Minimise User Action
This is one area that can really cause conversion levels to drop. For example, asking for too much information on a contact form will put people off, so ask for the minimum input possible. After all nobody wants to fill out a 20-page form on a website.
Also be sure that your web forms use plain English and do not have a complicated layout.
In short, forms that boost conversions are ones that are simple and ones that only asks the really necessary questions.
- Use Larger Images – But Not Too Many
There is an old saying that says that ‘A picture tells a thousand words’, but research also suggests that bigger images inspire more conversions than smaller ones..
It is however vital to use images which are relevant to the content on the page and that they clearly portray and support your brand message.
Therefore, with increased conversions in mind, it seems to be better to use one or two large images than lots of small, possibly hard to view images.
- Ensure Colour Co-ordination
The psychology of colour is a well-known field, and good web design takes this into consideration, remembering that the colours we use to communicate our brand message and unique selling proposition are very important.
This means making sure that the colours and styles used for each product are consistently used every time that product is shown or mentioned.
Remember that taking into account the issues of familiarity and pattern recognition are vital when it comes to good web design.
As a general rule three colours work best with one colour dedicated to a call to actions or buttons.
- Ensure Your Site is Mobile Friendly
Today, more people are browsing the web using mobile devices than are using PC’s, so if your web design is going to truly boost conversion, it needs to be useable and consistent (or at least as consistent as possible) across all devices.
While the type and detail of information on a small device may differ from a laptop or large screen, the necessity of having a mobile responsive and mobile friendly website cannot be overstated.
