Designing Your Website For Higher Conversion

There are literally thousands of ways to improve your website and thus achieve higher conversions.  To list them all would not only take up a huge amount of space, but invariably something would still be left off of the list.  So let’s keep it simple.  I want to offer you a few things to keep in mind when designing your website that will help with the conversion rate, and hopefully get more people using your site, buying your product, telling their friends about you, etc.

If You Build It, They Will Come

Sure, this is a cliche line from an 80’s movie, but if you want a higher conversion rate, you would do well to remember it.  You want to build a site that keeps the customers coming back.  That means you must appeal to your target audience in every aspect.  Think about these things

  • Use a color scheme that appeals to them-Conservative color for professional use, bolder ones if you are trying to draw in young people,  etc.
  • Put things where they expect them to be-In this tech-driven world, by the time a child is ten, they have already seen thousands of websites.  People expect menus, log-in buttons, help menus, etc. to be in a certain place, so put them there.
  • Make the most important things…the most important-Make sure the aspect of your site that is most useful to them stands out.  Shout it to them with bigger fonts, center placement, bells, whistles, whatever.  This is the key component that will keep them on your site, or keep them coming back.

Watch Your Form(s)

I visit a fair number of websites on a regular basis and you know what my biggest pet peeve is?  Poorly designed forms!  These can make or break your conversion.  Virtually no one likes filling out forms, so make yours as painless as possible and you will be ahead of the game.  Please, please, remember these facts as you design your form.

  • Less is more-The shorter a registration form is, the more likely I am to bother filling it out.  Only include the most critical information you need on an online form.
  • Size does matter-If a form has print that is too small,  or inadequate space to fill in answers, your visitor will skip it and go spend their time on your competitor’s website instead.  A great way to get around this is to use input boxes that automatically expand depending on the amount and size of text the user enters.
  • Captchas are not your user’s friend. I know from my own experience, these are a constant source of frustration.  So often the words are nearly impossible to read, resulting in mistakes made and more time than I want to spend.  There are many alternatives out there to using these annoying images, so please look for one of those.

So, if you want higher conversion rates, the easiest thing is to figure out exactly what your customer wants, and expects, and design your site exactly that way.  To be among the highest achievers, you have to remember that your site is all about them, not you.

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