Every business website needs to focus on two parameters: increasing traffic to the site and improving conversion rates. To ensure that both of these parameters are fulfilled, a business website needs to be well-designed and good-looking. To make that happen, web designing is an essential aspect that business owners should consider.
In this article, we will understand how web design affects conversion rates. And, we will also look into some factors that affect these rates.
How Web Design Affects The Conversion Rate?
The conversion rate on a website refers to the percentage of users who perform a specific action on that site. While web traffic is the number of users visiting a web platform, the conversion rate comprises users from the total number of visitors who take some action on the site.
For instance, out of 100 visitors, 20 took a step further and bought something on an eCommerce platform. This would change the conversion rate to 20%. To increase the conversion rate, website visitors must perform some kind of action. And, that can be made possible if there are certain action-based sections for users on web pages. Such action functions can be in the form of buttons, videos, drop-down arrows, and more.
However, you cannot add such tools to your web pages randomly. Every page on your site needs to be optimized and well-designed to ensure the viewer engagement is organic and unbiased.
Now, let’s look at some web design factors that affect conversion rates.
Web Design Factors That Affect Website Conversion Rates
A Responsive Website
A website is deemed responsive if it is easily viewable on all the major screen formats, such as desktop, mobile, or tablet, without difficulties. Without a responsive website design, you might lose a lot of traffic coming to your site. The veteran experts at a web design agency in Surrey state that a user cannot have a full experience to navigate on a digital platform without such a design. There has to be an adaptable design to enable a user to use a website on any screen size.
Simplicity
A site is easier to navigate if it’s easy to understand. That’s why, a successful website usually has a simple design that solves the problems of users with information, products, or services without too much navigation. If a site has a complex design – like a lot of colors, graffiti, artwork, tabs, and more, then the users might experience a hard time in knowing where to find the information they are looking for on the site. The unpleasant experience might prompt users to skip the site and search somewhere else, thus decreasing the conversion rate. With a simple design, the possibility of moving to another site is reduced.
Action Buttons
As mentioned earlier, action buttons are an important part of websites to increase the conversion rate. These buttons and functions guide users to acquiring information, services, or products on a website, which is important to convert the traffic into potential customers. Without action buttons on your site, you may have limited engagement and conversion.
Loading Speed
A well-designed website is more likely to have fast loading speeds. The fast loading speed will enable users to perform quick actions on a website without giving them time to rethink their decisions while ordering something on the site. Users often cancel orders or move to other sites for services or products because the site didn’t load a webpage instantly. A lot of this happens due to poor web designing. An expert web developer and designer will make sure a website is optimized to load its web pages faster.
Balanced Media Usage
It’s good to have various types of media, such as pictures, videos, infographics, and more, on web pages. However, one should not apply them randomly on the website. There has to be a balance to ensure that the site produces decent user engagement, improving the conversion rate.
Color Combinations
A good website design will have subtle colors that are easy to understand for users. Designers need to use soothing colors that viewers can easily look at without discomfort. Using soothing colors for your website will also prompt users to stay longer on the site to find what they are looking for, eventually increasing the conversion rate.
One cannot randomly place content on a web page of a site. There has to be proper planning to strategically design the media and text content strategically to have a visual comfort to navigate throughout the web pages. Following a good content placement strategy will elevate the conversion rate. If you cannot design a website on your own due to a lack of knowledge or time, choose a reliable website designing agency so that your site can get a professional touch to ensure decent conversion rates.
