Your website is often the first interaction potential customers have with your business. It’s not just a place to summarise your business; it’s your online identity and it’s crucial that it’s optimised to get that first interaction right.
To make a lasting impression and drive conversions, it’s essential to prioritise the user experience. After all, a seamless and user-friendly website can be the difference between a lead and a lost opportunity.
When we say “conversion” we’re referring to any desired interaction on your website that you want a user to do. This could be downloading a resource, filling in a form, making a purchase or simply visiting a section of your website with key information.
When we create a website, we always keep the end goal for the website in mind and design a digital solution that not only represents you but is designed to encourage a user to convert and complete the action you want them to take.
Over our 10 years of experience in the industry we’ve identified key things that will help a website convert. If you’d like more advice on website design or to get a quote for a website, our team will be happy to answer any questions you have.
Focus On Simple Website Design that’s Easy to Use on Desktop and Mobile
Your website’s design is the first thing users notice, and it sets the tone for their entire experience. An overly complicated or cluttered design can overwhelm visitors and drive them away. While it can be tempting to have lots of fancy elements and animation on a website, these features can actually slow down a user and make it difficult to see where they need to go. Especially on a mobile where the screen is smaller and complicated elements will take up more of the screen.
To ensure a user-friendly design, we recommend following these tips:
Prioritise Simplicity: Keep your website design clean and uncluttered. Use a minimalist approach that focuses on essential elements, such as your logo, navigation menu, and compelling visuals to direct users across your website.
Responsive Design: Mobile traffic is usually the bulk of any traffic to a website, as a result having a responsive website design is non-negotiable. Your website should adapt seamlessly to different screen sizes, ensuring a consistent and enjoyable experience across device types. Plus, always remember that not everyone has the latest device, consult your Google Analytics data to make sure that you’re taking into account the primary devices used by your audience.
Intuitive Navigation: Make it easy for users to find what they’re looking for. A clear and organised navigation menu with logical categories and labels is crucial. If you have a large website consider adding a search function for quick access to specific content.
Include High-Quality Imagery: Visuals play a significant role in how a user will respond to your website. Use quality images and graphics that are relevant to your brand and content.
Having a Fast and Responsive Website
A sluggish website can frustrate users and drive them away faster than you can say “bounce rate.” Website speed is not only a critical factor for user experience but it will also impact your search engine rankings as Google takes user experience and site speed into account. Here’s how to speed things up on your website:
Optimise Images: Large image files can significantly slow down your website. Use image compression tools to reduce file sizes while still maintaining quality.
Use Content Delivery Networks (CDNs): CDNs distribute your website’s content across multiple servers worldwide, reducing the time it takes to load your pages for users in different locations.
Enable Browser Caching: Caching allows browsers to store certain elements of your site locally, reducing the need to download them each time a user visits your site.
Have a Clear Path to Conversion so Users Know Where to Go
Imagine walking into a physical store with no clear signs or directions. It would be frustrating, right? The same applies to your website. If users can’t easily figure out how to take the desired action, they’ll likely leave. Here’s how to guide them effectively:
Have Defined Clear Call-to-Actions (CTAs): Each page should have a specific goal, and it should be crystal clear to users. Use compelling CTAs that prompt action, such as “Get Started,” “Buy Now,” or “Contact Us.” Keep your CTA’s consistent and easy to spot throughout your website, consider having them in a contrast colour so they always stand out.
Streamline Checkout Processes: If you’re an e-commerce site, simplify the checkout process. Reduce the number of steps and forms required to complete a purchase. It’s an understood principle that the more steps required to complete a form or complete a purchase, the more likely a user is to not complete the process.
Highlight Your Benefits and Value Proposition: Clearly communicate the benefits of your products or services. Users should understand what sets you apart from the competition and why they should choose you within seconds of visiting your website. It takes around 0.05 seconds for a user to make a judgement about a website, so you need to communicate your message fast.
A/B Testing: A website is never done, and you can never assume that the first version of your website is the best one. We always recommend continuously testing different variations of your CTAs, landing pages, and forms to identify what resonates best with your audience and drives higher conversion rates.
Include Reviews and Trust Signals to Reassure Customers
Building trust is essential online, where customers can’t physically interact with your products or services. Especially with the rise of online scams since the pandemic, customers are more wary of websites and deals than ever before. Reviews and trust signals provide social proof and reassure potential customers that they’re making the right choice by purchasing from you. Here are things you can include on your website to show your trust worthiness and encourage conversions:
Customer Reviews and Testimonials: This is the most common way websites and digital businesses demonstrate that they are who they say they are. Display genuine customer reviews and testimonials prominently on your website.
Trust Seals and Certifications: If they are relevant to your sector, prominently display trust seals and certifications you’ve earned to demonstrate your legitimacy.
Case Studies and Success Stories: Showcase case studies or success stories that highlight how your products or services have solved real problems for your customers. This provides concrete evidence of your value.
Include Your Contact Information: It’s the most obvious way to show that you are who you say you are. Make it easy for users to reach out to you for questions or support. Provide clear contact information, including phone numbers and email addresses to instil confidence in your audience. If you’re able to, consider adding a live chat support so your customers know they can always reach you.
Having a website is an important first step for growing your business, but it’s important to ensure that your website is actually converting otherwise there’s not a lot of point to having one. Improving your website’s user experience is a strategic move that can lead to better conversions and ultimately help your business grow.
Remember that user experience is an ongoing process that requires regular evaluation and adjustment. We’re here to help you optimise your existing website or create an optimised website that’s designed for you and your audience. Every website we create is designed and built with conversion rate in mind.
If you’re worried about your website not converting or you’d like to test parts of your website, contact our team today for a free consultation. We’d love to help you get the most out of your website.
Wed, 06 September 2023