First impressions matter.
Usually, the website is the first point of contact for many B2B businesses. Your website design can make or break a deal.
And, it takes time to set up your branding and SEO rankings.
If you witness good website traffic but lower conversions, it’s time to have a look at your website. It doesn’t matter if you are a B2C or a B2B organization, a good website always pays off.
Your website has too many things to offer. It’s tempting to include all the information. It can be overwhelming to start.
So we’ve compiled this blog to help you out.
If you follow these tips, your website will turn into a lead converting machine.
Here’s how you can go ahead.
The Website Design Process
Here are the steps a conversion specialist will follow to build a high-converting website:
1) Define your Target Audience
The first step in designing your website is to understand who you want to appeal to. Is it a B2C or a B2B audience? What solutions they might look for on your website? Eliminate anyone who doesn’t fit this mold.
Attracting traffic is not enough, you need to attract the right people. Create personas to help your team understand what tone they should carry in writing and visual design.
2) Build a Wireframe and Get Feedback.
Many people build a website without first creating a wireframe. A wireframe allows you to focus on the site’s layout and user’s experience as they navigate your website.
Run a user test on your wireframe. Make it interactive. Put yourself in the customer’s shoes and see how a customer can get confused, frustrated, or fall out of the funnel.
Running a wireframe test saves you thousands of dollars by avoiding website redesign after the site is built.
3) Run Heat Maps
Once you create a wireframe based on user feedback, it’s time to design the actual website. A lot of design is based on intuition and you would want to avoid mistakes that come along by following your gut..
Use heat maps to decide which sections of your website receive maximum attention. Ask random people to navigate your website and see what elements grab the attention first and the path followed by them. It is an efficient way to gauge your website design performance.
4) Build the Actual Site, Get Feedback
Once you refine your design based on wireframe feedback and heat maps, it’s time to design the actual website. But the process is still not complete. Continue running your tests and gather user feedback.
You might discover that users are interested in a particular type of content and service. This feedback is important to further your conversion rates.
Website Design Tips for Higher Conversion Rates
1) Keep it Simple
A website with a simple design has high conversion rates. It’s common sense. The internet is cluttered with unnecessary information. A user landing on your website wants simple information that could help them solve the problem.
Simplifying the website should be your priority. Even if the user is unaware of your services, they should understand what you do.
The navigation should make the users intuitively follow the desired path. Choose the right color schemes and fonts that go with your brand.
2) Keep Page Loading Time to Minimum
Speed impacts your conversion rates. Since it is directly related to the user experience, Google considers page speed as one of the ranking factors.
People have shorter attention spans. They want all the information quickly. If a website doesn’t load right away, its bounce rate is likely to be high.
Like we said before, simple websites convert better. If your website is crammed with text and heavy images, the pages will load slowly and affect the user experience.
Also, evaluate your web hosting services. It is worth spending extra cash to make sure your website doesn’t crash or have problem loading pages.
3) Use Good Quality Images
Images can definitely boost your conversions. Websites without images seem plain, boring, and unprofessional. Too many images can slow down the websites. Use images optimized for size and quality.
Most users browse through the website scanning only critical points. Your images should depict all the services your business offers clearly.
4) Run A/B Tests
Website design and optimization is never complete. Consumer expectations keep changing.
Let’s say you make some changes and your conversions see a boost. That’s great news. But does that mean you’re done?
While your conversions may have increased, you don’t know if you’ve reached a peak yet. You still don’t know all the factors that contribute to your growth.
The best way to figure out is by conducting A/B testing and running alternatives to the same website.
It’s necessary to change similar elements on both versions and see what versions work best.
Businesses are usually sure that the version they have is the best. But it isn’t until you perform the A/B test you discover what really works. The test should go on until you feel all the elements on your website are conversion optimized.
5) Have Clear CTAs
You can’t expect great returns if you don’t have Good CTA’s on your website.
The primary job of a CTA is to inspire action. Many websites neglect this feature.
People visiting your website won’t spend much time finding CTAs. Hence, make them obvious. Else they’ll move on.
Also, the important web pages should have only one CTA. It won’t be effective to have multiple CTAs as it might confuse the customers. Perform an A/B test to know the most profitable CTAs.
6) Optimize for Mobile Devices
Mobile searches have left behind desktop’s back in 2015. Even Google considers Mobile optimized websites for search engine rankings.
Most of the users expect the website to load on mobile devices. You leave out a large chunk of traffic if you aren’t optimized for it.
A fast-loading website optimized for mobile devices will definitely have better conversions.
Mobile optimization is necessary for the website of any industry. However, it’s more important for eCommerce stores. Most online shoppers expect to shop through mobile devices.
Website conversion isn’t something that can be fixed with a single-shot solution. However, the combination of the tips mentioned above can help you create a simple, user-friendly website primed for conversion. Simplicity should be your goal during website design. Run various experiments and see what factors affect the conversion rates the most.