How Can Persuasive Website Design Increase Your Conversion Rate

How Can Persuasive Website Design Increase Your Conversion Rate?

When an individual creates a website, he expects his website to fulfill both user goals and business goals. An effective website design with great aesthetics and visual appeal can help you improve the website usability, increasing the percentage of users reaching these goals. Apart from the visual aspect, your website design must have a good user experience because the combination of both UX and visual appeal can make a persuasive website design. By persuasive design, we mean the design that beguiles users and forces them to buy your products or try out your services. In other words, converting a potential visitor into paying customers would result in increased conversion rates.

If we consider e commerce website, the conversion goal of an e-store can be anything from lead generation through free-trial sign ups, form filling and brochure download to direct sales from the website. No matter how beautiful your website design is, if it is not providing the right information to the users or if the users are facing any difficulty in accessing information, then its value will definitely decrease, resulting in its failure to accomplish the conversion goal.

Designers don’t consider them responsible for reduced conversion rate and sometimes don’t even bother how your website is performing. Designers must acknowledge the fact that the loop holes in their design could be one of the reasons that have reduced the conversion rate of a website. Awe-inspiring designs will not only steal the show for you but also you need to throw in some numbers and swank some conversions to see things turn in your favor. Being a designer, you have to prove them how your design features can make a difference for the company in terms of conversion rates.

Understanding The Conversion Funnel

The series of steps followed by your potential customers to complete conversion goals on your website is known as conversion funnel. This funnel is unique for every website, but there is a specific pattern that is commonly followed by every step. Let’s take an example of an e commerce website. The typical conversion funnel for this type of website will be like this:

  • Homepage

  • Check product Page

  • Add product to a cart

  • Checkout

  • Payment done

Let’s take another example of lead generation website, like pressure washing service providing website that is looking for customers for its different services. The conversion funnel for such a website will be like:

  • Homepage

  • View services in detail

  • Checkout prices

  • Book appointment

You can tweak in these funnels according to the need and even your customers can enter at any step of your conversion funnel through search engines or referrals. It is important that you should define this funnel in the Google Analytics to get the record of the website visitors and volume of traffic. It will also help you notice the number of drop-offs at each step of the conversion funnel. That’s why, it is rightly called as a “funnel”. When the visitors get closer to the final page of conversion, the number gets narrow down. You need to examine the analytics data to find the page where the maximum drop offs have been taking place.

You may find several marketing service providers who will claim to provide you a truckload of traffic. But being a website owner, you should not be concerned much about the traffic, you need this traffic to convert. Realistically, conversion of whole traffic into leads is not possible, but at least some of them must turn into loyal customers.

Factors Affecting Conversion Rate

There are so many things from content to images that must stand out in order to increase your conversion rate. The images you use and the content you write for your website are also part of the design, which has a profound impact on the conversion. Being a designer, you need to understand the psychology of your customers and there are certain things that you should keep in mind:

  • Color Palette: It cannot be denied that different color schemes appeal people differently living at diverse locations. So, it is important that you should choose the right colors keeping your business and target audience in mind.

  • Call To Action: While designing a website, it is important that you must include call to action buttons wherever possible as it sometimes compels people to do things when they are told, prompted or requested. But for this, you have to work cleverly.

  • A Memorable Business Identity: Your business name is your identity and your name is extremely important for the success of your business. It must be memorable and your domain should contain your business name. Before you finalize your business name, you should check your competitors or use business name generator to finalize the one that is appropriate as well available.

  • Communicate Through Images: Your customers might not have time or patience to read much. So, it would be better if you express your business idea through visuals as it is much easier for them to understand. If you really wish to convey your message through text information, then you must divide your content into small sections and use bold sub headings.

  • Clear Hierarchy: Most of the visitors don’t like complexity and avoid performing long processes. So, you need to be very clear while telling them what you expect them to do. Make sure that you introduce secondary things only after your primary objective is achieved. For example. Once your customer has checkout and done with the purchasing, then only you should ask them to like your Facebook page or follow you on Twitter.

  • Mobile Friendliness: The most important thing that you cannot afford to compromise is mobile compatibility of your website. As people are using more and more mobile devices to do shopping, your website design should be mobile friendly and responsive. Avoid old-school, bulky and cluttered designs. Always go for mobile app for your business.

Apart from all these factors, there are some extra efforts that can still be performed to enhance conversion rates of your website. These include:

  • Shorten and Simplified Landing Pages

  • Utilize Social Clout

  • Optimize Each Website Page

  • Add Human Touch

  • Add User Generated Reviews and Ratings

  • Complete Website Security

At the end, it can be concluded that persuasive web design is a very critical topic, which needs to be handled with care. It is an art which cannot be implemented overnight. The above points will help your business to create the foundation for a conversion friendly website that can be made perfect over time with regular modifications and testing.

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