When it comes to the purpose of your website, chances are, increasing business is high on the list. Weather it’s to inform your potential customers of what products or services you offer, or drive leads directly from your site, or even to convert by making a purchase through an ecommerce platform, your site is a tool for business development. That being said, you want to make sure that your website it actually doing that – converting – otherwise, what’s the point? Your website design and SEO strategy are absolutely crucial pieces of the pieces of the puzzle for increasing business and converting potential customers into your customers. Make sure that your website has these 6 essential elements for a convertible website design.
- Keep It Simple
No one likes to click to a website and immediately get a headache from being overwhelmed by alarming colors, too much clutter, and no idea where to even look first. Keep it simple. Humans prefer things that are clear and simple. You may think that having a bunch of bright colors or piling on special effects sounds like a good idea, but that can only complicate the user’s experience. Limiting a user’s options can help increase the number of people who convert since there are less options and less distractions. From design, to options, to content, simplicity is key.
- Showcase Your Unique Value Proposition
Every business defines what their unique value proposition (UVP) is; what sets your business aside from all your competitors. Make your UVP clear and easy for your users to find. Whether you feature ease, speed, expertise, etc., prominently feature it on your site where the user doesn’t have to go searching for it. This can make the user’s decision quick and a no-brainer once they see what solution you can offer them to help solve their problems.
- Short Contact Forms
No one likes filling out 25 different fields on a contact form. Research shows that the longer the contact form on your site, the lower the conversion rate drops. Keep your form short and sweet – gain only the essentials at first and wait to get the other information once you get them in the door. There isn’t a universal number for fields that should be in your form – keep the fields necessary for your business and eliminate the others. Feel free to A/B test forms too. One study showed that removing one field increased the conversion rate by 26%.
- Responsive Design
If your site doesn’t work on mobile devices, your potential customers will go somewhere else. With more than 80% of people using mobile devices as their primary source of internet search, if your site isn’t an easy, positive user experience on mobile, these people will go to a site that is easy to use on the go. Know that your mobile version might not translate directly from your desktop version of your site, and that’s okay. The easier you can make the experience on mobile, the more likely people are to use you, and recommend you to others. Maybe you just have a sample of key pages on your mobile site, have bigger buttons, and fewer areas where your fingers can touch the wrong element.
- Optimized Content
Optimization first serves the purpose of driving traffic to your site. The better optimization your content has, the more likely your site is to come up in the search results for what the user is searching for. Once they get to your page, you have to keep them there. Use headlines to your advantage by loading them with the benefits to your customers, but keep them concise. Don’t make them have to think too hard – make the decision easy and clear for them that you are the right choice for their need.
- Fast Page Load Time
There has always been a strong correlation between page speed and conversion rate. If your website takes longer than 3 seconds to load, you might be losing almost half of the visitors to your site. The faster your site loads, the happier your customers will be and the more likely they will be to come back and use your site again rather than go to one of your competitors. Optimizing your site for page load speed is well worth the time if you want a website that converts. Even a 1 second delay can decrease your conversion rate by 7%.
Taking the time to put these factors into your website design can take your website from another expense to a successful investment that drives business. Don’t be afraid to run tests and mix things up. Sometimes, a small change can make a big difference in conversions.