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How To Design a Website for Conversion Optimization

how to design a website for conversion optimization

When it comes down to it, web design is all about conversions. Trust us when we say that no one has ever come to us and said, “As long as my website is beautiful, I’ll be happy.”

While beauty and functionality are essential, your website’s design needs to encourage engagement, promote trust, and contribute to conversions and MQLs.

Here are our top ideas on how to design a website for conversion optimization.

Make a Great First Impression

As Time Magazine reported in 2015, the average user’s attention span has been dropping over the past decade. In fact, it was concluded that users have the same attention span as a goldfish, only focusing on any given thing for about 8 seconds.

You have less than 8 seconds to make a lasting impression and convince users to stay on your site.

What does that mean for your website? You have less than 8 seconds to make a lasting impression and convince users to stay on your site.

Since most website traffic will pass through your homepage, focus on creating a brand experience that immerses users when they arrive. It’s a delicate balance of all your creative assets: Video and photography, illustrations, animations, messaging, typeface, and logo. How far down the page can a user get in 8 seconds? Not very far, so push your most valuable brand assets and messaging to the top of the page. Use captivating content to draw interest to the rest of your site.

Design Simply

Learning how to design a website for conversions also requires simplicity i.e., don’t confuse your potential customers. Keep the UX efficient and engaging by showcasing and asking minimal things at the same time. 

Designing simply also includes the use of colors and intentional white space, which we touch on below.

Strategize Information Paths

Information architecture spans the bridge between web design and marketing, so make sure teams/departments/agencies work closely throughout the process. 

Start with customer personas and your website’s goals then consider inbound marketing capabilities and each user’s unique journey. You should be able to highlight information and conversion paths and arrive at an optimized (and personalized) funnel.

By understanding information paths, you can design better CTA modules, forms, and page elements that promote trust for each user.  

Use Colors As a Conversion Tool

CTA buttons

Be mindful of the psychology of color when optimizing conversions. Make sure your CTAs are clear, obvious and in alignment with the industry, target audience and the emotion that color evokes. 

Purposeful White Space

It’s critical to have a balance of whitespace that encourages readability, especially with responsive websites that are viewed more on phones than desktops or laptops. 

Note that when we say “whitespace” it could also mean “darkspace.” Especially in 2019, the trend of darker color palettes has taken off across websites, smartphone apps, and software applications.

Use Lifestyle Photography 

lifestyle photo

Image Courtesy of Teton Science Schools

Real images that show customers experiencing/enjoying the product or services that you provide give prospective buyers the feeling that they could be “that person.”

Animated Buttons

We’re big believers in drawing the user’s attention with subtle movement and novel interaction. When designing your site, consider how you can remove friction throughout the customer journey by using novelties like animation.

However, don’t animate everything just because you can. Highlighting a handful of options with attention-grabbing movement should be few and far in between. 

Get a Website That Converts

If you’re looking for a website that optimizes conversion pathways and conversions (both micro and macro) contact Zenman! We pair web design with inbound marketing to make your website your most powerful marketing tool.

Calendar March 29, 2019 | User Zenman