Your website performs many functions. You could even say it’s a jack of all trades. A great website design should serve as a traffic magnet, a positive first impression of your brand, an efficient lead generation tool and effortlessly move customers along your sales funnel. There’s a lot that goes into web design, but with so much going on businesses sometimes forget about the end goal – conversion.
How Web Design Can Turn Leads Into Conversions
One study provided evidence of something we’ve always suspected. The majority of first-time visitors to your website, 92% in fact, aren’t there to make a purchase. They might be there because your content lead them there or your site appeared in their search results. Either way, if you’re new to them, chances are pretty slim that they’re going to convert on that first meeting. However, is there a way to lead more of your visitors to the point of conversion?
Yes, but it demands a change in the mindset that your website is there to serve only as a lead generator and to take the necessary steps to turn it into a conversion machine.
Your Web Design Has to Look the Part
Consumers are more likely to invest their money in brands that give off a professional image. One study conducted by Stanford University credibility experts noted that nearly half of consumers base the credibility of a business on the overall visual design of their website.
To understand the importance of professional web development, let’s imagine this scenario for a brick and mortar location. A customer who has never had any previous experience with a business walks through their door. They see a location that’s poorly put together, dimly lit, outdated and it’s difficult to find what they’re looking for. Now, that same customer walks into another business that looks modern, professional and finding what they need is practically effortless.
Which one do you think they’ll give their money to?
Web design works the very same way. One of the most important things you can do to for a website that converts is to look the part of a professional with a modern design that works seamlessly across any device.
Familiarize Yourself with Hick’s Law
Hick’s Law is a theory that says the time it takes a person to make a decision is directly proportional to the number of choices they have. It’s a common thought that consumers appreciate lots of options but providing too many can be negatively impacting your conversion rate.
The problem is that too many choices extend the decision-making process to the point that the consumer becomes hesitant about what they want, or they decide to look at other options. You can simplify this process by limiting the number of choices in any given menu. For example, if you sell decorative pillows, set up the display menu so that it provides the visitor with only a few options at a time rather than displaying every single one of your offerings at once.
Remember Your Target Audience
The initial goal might be to generate as much traffic as possible to your site, but once a visitor arrives, they should be immersed in an experience that’s tailored to them. Going too general with the design or your website or the content contained on it can stop conversion in its tracks. Pick your niche audience and design with them in mind.
Hire an Web Design Expert
If you’re ready to see experience more conversions, our web design team can help you get there. Our web designers and web developers are experts at creating an online experience that turns website traffic into conversions. Contact us today to get started.