How Media Masters Plus+ Can Boost Your Sales through Web Design
As a business owner, your primary goal is to improve sales and drive consistent revenue growth. While your website may be generating online leads, you need to take steps to enhance conversion rates and ultimately increase sales. The good news is that making simple changes to your web design can have a significant impact on conversion rates and sales.
According to a well-known study by Forrester, every $1 invested in user experience (UX) yields an impressive $100 return on average. This demonstrates the effectiveness of conversion rate optimization (CRO), which focuses on improving website elements such as UX to generate higher profits.
In this blog article, we will explore the best practices of conversion rate optimization in web design that are simpler than you might think.
Understanding the Customer Journey
Research shows that 96 percent of website visitors are not ready to make a purchase. This means that your website must guide your audience closer to the sale through engaging content and an exceptional user experience. To achieve this, you need outstanding design and seamless navigation that keeps visitors engaged.
By implementing proven CRO techniques, you can supercharge the results your website delivers. For a high-performing sales funnel, all conversion points on your website pages must be supported by a comprehensive digital marketing and search engine optimization (SEO) strategy. These strategies are essential for enhancing your site's discoverability and tailoring your message to your target audience. To create a high-converting digital asset for your business, you need a professional website that is optimized for search and conversions.
Leveraging SEO for Improved Website Conversions
The COVID-19 pandemic has accelerated the shift to online platforms, with a growing number of people relying on e-commerce for their needs. A recent survey by GeekWire revealed that 42 percent of respondents purchase groceries online at least once a week, nearly double the figure from 2018. This shift in consumer behavior highlights the importance of establishing a strong online presence.
With Google processing an average of 40,000 searches per second, it is crucial to have a robust SEO strategy in place to ensure your website is visible online. Failing to do so widens the gap between you and potential customers, resulting in missed sales opportunities.
- Clean site structure and information architecture to prevent users from exiting your site prematurely.
- Mobile-friendly and responsive design to achieve higher rankings on search engines.
- Exceptional usability to keep users engaged and encourage exploration.
- Easy-to-read site design that effectively communicates your message.
- Optimized images for improved relevance and faster downloads.
- Overall web design optimized for the fastest possible site speed.
- Conversion-focused web design to guide visitors toward the desired action.
Implementing these SEO techniques enhances your site's discoverability and attracts more users. However, as Karen emphasizes, what truly drives sales are the conversion points within your website design.
Understanding Conversion Rate Optimization
Having a strong SEO foundation supports your efforts by driving organic traffic to your website. However, if your website attracts a significant amount of traffic but experiences low conversion rates, it is crucial to make changes to your web design to improve the conversion rate.
Conversions represent the actions you want your website users to take, which can vary depending on your business. For example, for business-to-business (B2B) companies, conversions may include scheduling a meeting with a sales representative. The conversion rate is the percentage of site visitors who complete the desired action. This metric is crucial as it indicates how effective your website is at attracting qualified leads. By focusing on improving the conversion rate, you can significantly boost sales.
Conversion rate optimization (CRO) aims to reduce friction in all website elements and ensure that your digital strategy adds value to your target audience. While CRO can be applied to your paid advertising strategy, when it comes to web design, it specifically focuses on turning website visitors into customers. A conversion-focused web design creates a website that not only looks visually appealing but also effectively guides qualified leads toward taking action on your site.
The Impact of Conversion-Focused Web Design on Sales
To fully understand the impact of conversion-focused web design on sales, it is important to grasp the concepts of user interface (UI) and user experience (UX). UI refers to the look and function of your website, while UX encompasses the overall journey of your site visitors.
When you optimize your site's UI and UX through innovative design and intuitive navigation, you enhance visitors' willingness to engage, thereby increasing the likelihood of website conversions.
Here are two critical elements to consider:
The first impression your website makes is crucial, as users form an opinion about your site within 50 milliseconds based on visual appeal alone. A poorly designed homepage can lead to a high bounce rate, where visitors exit the site after viewing just one page. Your web design must be persuasive enough to encourage your audience to stay and explore further. In fact, a study from 2004 revealed that 94 percent of people distrusted a website if it had poor design elements. After making an excellent first impression, your web design should leave a lasting impact, instilling trust in your audience and motivating them to engage further with your brand.
Key elements of effective web design include:
- Unique and eye-catching design
- High-quality images and videos
- Consistent branding
Avoid the following pitfalls:
- An overly complex homepage
- Hard-to-read blocks of text
- Poor use of colors
According to the jobs-to-be-done theory, your potential customers have specific needs or "jobs" that they require assistance with. To effectively market your brand as the solution, you need a deep understanding of these jobs-to-be-done. Your website plays a crucial role in this by providing clear navigation that helps users quickly find the information they need through links to different sections of your site.
Your navigation should:
- Anchor visitors through a main menu
- Provide seamless internal linking
- Include a footer for additional sections
- Using technical terminologies that may confuse visitors
- Incorporating too many steps in the navigation process
- Allowing slow page loading times
8 Best Practices for Conversion Rate Optimization in Web Design
Achieving a conversion-focused web design requires expert knowledge and strategic implementation. By following these conversion rate optimization best practices, you can maximize your website's potential for converting visitors into paying customers:
Have a Clear Call-to-Action (CTA): Your CTA button serves as a clear and actionable step toward conversion. Its design should be enticing and strategically placed to encourage visitors to take the next step in their purchasing decision.
Include Simple Contact Forms: In line with your CTA, it is essential to collect information that allows you to contact your leads. Keep the forms short and straightforward to encourage site visitors to submit their details quickly.
Prioritize Your Homepage: Site visitors spend an average of 5.94 seconds viewing the main image on your site, and a significant portion of their time is spent above the fold. Your homepage should be extraordinary, encompassing your unique value proposition to keep visitors engaged.
Monitor Mobile Responsiveness: Mobile traffic accounts for 16 percent of all web traffic, and 57 percent of users won't recommend a business with a poorly designed mobile site. Monitoring your site's mobile responsiveness ensures that you capture your target audience across all devices.
Maintain Fast Page Load Speeds: Forty-seven percent of users expect a maximum loading time of two seconds before they abandon a page. To establish your business as an industry leader and reinforce trust in your brand, you need a fast and reliable web hosting service.
Utilize White Space: White space should not be seen as areas without design but rather as an essential part of your web design that encourages visitors to continue browsing. It serves as visual breathing room, preventing your site from overwhelming visitors.
Showcase Trust Symbols: Trust symbols are visual elements that indicate credibility and trustworthiness on your website. These can include security badges, client testimonials, brand partnerships, and awards, providing social proof and consumer confidence.
Conduct Continuous A/B Testing: While these best practices serve as a strong foundation, the specific execution may vary for each website. The most important step in optimizing for conversions is to conduct A/B testing for every design element to determine the version that delivers the best results.
Crafting a Sales-Centric Web Design Strategy
In addition to implementing these best practices, you can further enhance the effectiveness of your CRO efforts by focusing your web design on delivering sales. Here are some steps you can take:
Revamp Your Sales Funnel: Reassess your customer journey and show site visitors a clear path to your desired action. Eliminate friction in the processes leading up to a sale, and ensure you have a clear and consistent CTA on every page.
Create Relevant Content: Once you understand how to improve your sales funnel, create visual elements and content that support the customer journey. Attractive offers, such as discounts, can make purchase decisions easier and increase form submissions.
Redesign Your Website: The ultimate goal of your website is to become a strong sales asset that facilitates online conversions. Consider investing in a 100 percent custom web design that provides the optimal design and navigation for the best user experience tailored to your specific audience.
Conduct Regular CRO Audits: With your CRO web design initiatives in place, it is crucial to have a dedicated CRO team that continuously improves your website's conversions. Regular CRO audits help identify areas for improvement and keep your business ahead of the competition.
Media Masters Plus+, with over 10 years of web design experience, specializes in conversion rate optimization. By executing a conversion rate optimization strategy for an RV repair shop, Thrive achieved a 30 percent increase in year-over-year conversions through site redesign and online visibility campaigns.
By implementing these proven CRO techniques, your business can optimize website performance from day one. Contact Media Masters Plus+ today to learn how you can improve your sales through expert web design and conversion rate optimization.