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Increasing Conversion Rates with Design

Robert Wakefield - Tuesday, May 20, 2014

When you commission a website to be made for you, you want it to work, right? Obviously, even the best looking site in the world needs to work properly. However, what most people don’t give a great deal of thought to is the business of converting the reader into someone who actually buys your goods and services.

Poor website design kills conversion rates. Converting visitors into buyers is after all, the main reason you have a site. Research shows that 95% of visitors to a site are drawn in by the visual appeal, with only 5% noticing the content. So first and foremost, your site needs to be attractive. Cluttered landing pages with too much written content will do nothing but confuse your visitor, so it should always be as clean as straightforward as possible, with strong visual images.

Visual hierarchy is key to conversion rates, so well designed sites place emphasis on the most important elements of a business for better results. Subtly guiding visitors around the site needs visual cues that really work. Strong well placed ‘calls to action’ attracts clicks and conversions, but fail to design these properly, and you lose your visitor. The biggest mistakes a designer can make are ‘below the fold’ calls to action, huge chunks of text, too many images competing for attention, and site designs that are so ‘cool’ no one can work out where to go on them. If you want visitors to become sales, then designs that optimise conversion just can’t be underestimated.

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