It is common knowledge that better conversion rates depend on better website design. Yet, most marketers overlook this. They instead harp on SEO, social media, lead magnets, etc. While they do matter too; it is a case of close, but no cigar. The truth is, a website’s design can make or break its conversion rates and should not be overlooked. This is supported by a Stanford University research in which 46.1% of respondents say a website’s design is the criteria they use to determine a company’s credibility.
Here are design principles to boost the conversion rates of any website.
1. Hick’s Law
This law states that the time it takes an individual to reach a decision is directly proportional to the possible choices open to that individual. Increasing the number of choices also increases the decision time. However, in an actual setting, action is lost in proportion to the number of choices. That is, too many options lead to loss of interest and action altogether.
It can be overwhelming to find out where to cut back on the number of options. Most people reduce the number of links on the navigation bar. Others install a full-screen welcome gate that limits the number of choices to one. The number of options to present will depend on the number of important decisions users have to make on a website.
2. Color theory and contrast psychology
Color is the most talked about visual cue. In order to get conversions, a good website design should make use of emotions in color; testing what emotion, a color conveys against a known hypothesis and then selecting the right color for each page will definitely help conversion rate increase.
It is not only about picking the right colors. It is more about combining foreground and background colors to increase contrast. Contrast psychology makes a page element “pop” to draw visitor attention for conversions.
3. Rule of Thirds
In this rule, one is supposed to visually divide a web page into thirds both horizontally and vertically to get nine squares. The rule of thirds places the points at the four middle intersections as holding the most impactful position. In web design, placing the most important elements at these intersections like “start here” buttons and testimonials boosts conversions as most visitors focus on them.
4. 8-Second Rule
Humans now have an attention span shorter than that of a goldfish! It therefore goes as a rule of thumb that a website only has 8 seconds to grab a visitor’s attention. The best way for a designer to achieve this is to employ another rule called K.I.S.S. (keep it simple stupid-no pun intended). Apart from remembering to K.I.S.S. designers also use the following tips to boost conversions within eight seconds.
- Use large, benefit-oriented to-the-point headlines.
- Use imagery and directional cues
- Use large, simple, and clear CTA and sign up buttons.
- Use interactive content like video, audio, and other multimedia
- Use hover effects on buttons
- Use animated exit pop-ups to re-engage web visitors
Luckily, design issues are fixable with a few tweaks but lost customers or lost leads are difficult to fix. Marketers and web owners should equally focus on good design principles to boost conversion rate of a website.