Want to really rock website conversions? Then perhaps you should be thinking about your design. To help you, we’ve put together a list of useful recent articles addressing several aspects of this topic. Let’s dive in!
Graphical Elements and Clean Design
1. Steamfeed outlines five web design elements influencing conversion rate. It explains what to do if you’ve got a great product but your site is failing to convert. Areas to look at include navigation and accessibility, the call to action, the visuals, the visual path through the site and interactivity. The article also includes several examples of this advice in action.
Key takeaway: Include both informational and transactional paths through your content to get conversions from a wider range of shoppers.
2. An article on Entrepreneur says that better design leads to better conversions. Before you roll your eyes and say “duh,” check out the advice on specific areas to look at including usability, social proof, web page speeds, color choices and more.
Key takeaway: Use aesthetics to communicate with and delight your customers. That makes it easy for them to complete actions on your site.
3. ConversionXL explains how to use text, graphics, moving images and sound to get Web visitors into a state of flow and keep them on your site. It says it’s important to include AIDA (the traditional four stages of marketing) when designing your website. The article includes several useful examples as a guide to how to use this strategy.
Key takeaway: It’s not just enough to have design elements on your website; the content also has to be good.
4. Spot Color Marketing asks whether clean Web design can increase conversions and answers its own question in the affirmative. Playing off the idea of the ubiquity of content, the article says good design can can be the most powerful thing you communicate and can make your content really stand out.
Key takeaway: Don’t let complicated Web design hide the message you want customers to get.
5. Who doesn’t love a good case study? The GrooveHQ blog shows how they doubled conversions by changing their Web design strategy. They spent a lot of time learning about conversion-centered design and harnessing expertise as well as talking to customers (both old and new) before they made any changes. Interestingly, they also interviewed members of the team internally to find out what they all thought their message was and this fed into the final process.
Key takeaway: A content-first approach (making the design fit the content rather than the other way round) worked very well for Groove.
Conversion Design Principles and Flat Design
6. Marketing Land discusses the use of brain triggers (a.k.a. psychology) to improve conversions. Whilst this contains many of the principles we already take for granted (such as design simplicity, the use of graphic elements, benefits and scarcity and more), it presents the underlying studies that show why people to buy.
Key takeaway: Good design creates trust and will improve conversions.
7. A slideshow presentation from WSI Online World looks at conversion-centered design trends for 2014. It includes four major trends including: privileging visuals over text, going for simplicity and clarity, using techniques to make your page stand out and putting the user experience first.
Key takeaway: Design should not kill the user experience.
8. Clickz asks whether flat design can lead to increased conversions. It explains exactly what flat design is and examines whether changing the convention that online objects look like their real-world counterparts is likely to result in better conversions. While it doesn’t answer the question, it suggests making small changes to find out whether flat design is the right approach for your website.
Key takeaway: Use analytics to keep track of whether flat design is helping with conversions on your website.
9. Kissmetrics and Unbounce have a huge 133-slide presentation on seven principles of conversion-centered design. It outlines seven principles (attention ratio, conversion coupling, contextual design, congruent design, clarity, credibility and conversion continuance).
Key takeaway: It’s hard to pick just one, but two points that stood out include how incongruent writing has a negative impact on conversion rates and the need to place a second call to action on confirmation pages.
10. LeadsCon briefly discusses seven ways Web design can kill conversion rates. It outlines the importance of having a mobile or responsive version of your website, looking at browser compatibility and choosing the right kind of forms.
Key takeaway: “The text of the call to action button should be what you want the visitor to do. Unless you’re an evil dictator, don’t ask visitors to ‘Submit’.”
Color Psychology, Banners and Eye Tracking
11. Kissmetrics has a great article on the psychology of color and Web conversions. It shows how can choose your color according to your theme, purpose, or the gender of your audience.
Key takeaway: Don’t ignore white, whether you consider it a color or not and remember to use white space in Web design.
12. The Galvin blog shows the importance of responsive Web design for mobile conversions. It suggests editing content and forms and reducing the amount of content on pages to make it easier for mobile users.
Key takeaway: 61% of mobile shoppers will head for the competition if there is a problem when they use your site.
13. Marketing Land explains why you need to lose image sliders because they could be hurting your conversions. While motion gets attention, banner blindness can stop people from paying attention to your slider. Rotating banners also make your website less readable.
Key takeaway: Lose the banners and keep your offers in a single place so users can really pay attention to them.
14. That leads nicely into Quicksprout’s roundup of conversion takeaways from eye tracking studies. It advises that valuable content be placed above the fold and that calls to actions go at the bottom of the page. It also outlines the importance of white space, chunking information and big headlines.
Key takeaway: Use pictures as part of your design and pay attention to eye tracking research as where people look will affect where they click.
15. Grand Marketing Solutions redesigned a website for a chimney service firm to make it more mobile responsive. It realized that the company had a lot of visitors using mobile devices and therefore the site needed to improve navigation, screen resolution and the design of contact forms. The implementation of a responsive Web design led to an increase in the number of mobile sessions and the number of pages visited for session.
Key takeaway: Average session duration increased by 17%, bounce rate reduced by 15% and there was a 30% increase in conversion.
These 15 articles should give you a better handle on conversion centered design. Now it’s your turn to share—what design changes have you made to boost conversions?
Read other Crazy Egg articles by Sharon Hurley Hall.