As website designers, we love websites and digital products that are visually stunning. We can’t wait to try our hand at new concepts and trends that stretch our creative capabilities. It’s why we got into this business in the first place, and what continues to keep us inspired with every project.
But, great website design is about so much more than stunning visuals. Websites should solve a problem for the client and their customers. They should inform, collect, and convert seamlessly. Doing so requires a mix of content strategy, functionality, and yes, visual design.
At Harlo we design websites that blend the best aspects of content and visual design. Our collaborative process begins with identifying pain points for our clients and providing well-designed solutions. For us, that means a site design that consistently converts and wins.
What’s a Conversion And Why Does it Matter
When it comes to websites, conversions are the whole ball game. A conversion is any desired action a user takes. You decide what you want to measure, and then track how often your users to perform that action. By comparing the number of actions taken against the total number of visitors or clicks you can determine your conversion rate. Actions people often use to measure conversions include
- Adding an item to a cart
- Completing a checkout
- Signing up for a newsletter
- Requesting a quote or information
- Clicking on a CTA
The point is, a conversion is whatever you want it to be. By identifying and tracking conversion actions you can determine just how well your website design is performing. You can also identify pain points in your marketing funnel by seeing where users are dropping out. A good way to check for this is examining the bounce rate at steps along the way.
Lead Visitors To What They Want
The most important piece of improving conversion and bounce rates is delivering the content and information your users are actually looking for. A high bounce rate is an indication that a page doesn't contain what the user was expecting. On the other hand, a low conversion rate probably means you aren’t telling users what they get from an action.
Designing a website that converts users begins with pages that lead with a value proposition. Your value proposition is the problem you will be solving for users. Often times the value proposition is different than the product itself. For example, selling running shoes isn't about the shoe itself, it’s about a healthier lifestyle and the benefits that come with it. Lead with that value-based information in your design.
Designing a site that is both responsive and intuitive will also help your conversion rate. An intuitive site presents information in a structure that’s easy to follow, leading users from one action to the next. Responsive site design is proven to improve conversion rates as well, especially on mobile where more and more users are engaging with websites every year.
Let Your Design Breathe
One of the biggest mistakes we see in web design is a crowded page. We understand there is a lot of information to get across, but let your elements breathe! Good web design is simple web design. Learn how to engage users without overwhelming them and you’ll boost your conversion rate.
This is especially important when designing responsive sites for mobile. Even though phone screens continue to get bigger, space is still extremely limited. Less thoughtful designers will try to cram the same elements on a desktop version into a mobile design. Instead of forcing a fit, consider which elements you users actually need to see in the palm of their hand. Don’t be afraid to drop those extra features, no matter how much you love them.
Compliment Designs With Smart Copy and Testing
Design plays a huge role in driving conversions, but it’s not alone in convincing users to take action. Smart copywriting and CTAs are also super important. Using the right words, tense, and tone can sway your conversion rate from dismal to divine with just a single change.
To make sure your copy and design are working harmoniously you should perform A/B testing. The more testing you perform the more you’ll pick up on patterns of what works and what doesn’t. Make sure to test both your copy and design elements like button shapes, colors, and form structures. When it comes to conversion rates every percentage point counts.
If you want to know more about our creative digital services feel free to contact us here: winhearts@harlointeractive.com
