If you’re a small business owner just starting out, it can be hard to figure out why your website isn’t converting. There are a lot of moving pieces that can influence the performance of your site, from its aesthetics to SEO best practices. With so many tasks at hand, it can be difficult to determine the exact elements of a conversion-based web design.
To help you narrow you focus, here are the things that can influence your website conversion rate and what you can do about them.
Clarity Is King
Wolfgang Kohler, one of the most influential Gestalt psychologists, articulated the Law of Pragnanz to describe how the human mind organizes visual data. According to the scientist, the stronger the clarity of form, the greater impact it has.
People are afraid of complicated ideas and tend to prefer things that are clear and well organized (“pragnanz” means pithiness in English.)
Your website’s design works on the same principle. If it’s cluttered, hard to navigate, and confusing, that’s probably why your website isn’t converting.
Clear, Organized Navigation
You visitors need to know where they are and how to find their way back to the homepage at all times. Don’t make them guess where to find the information they want. Ensure your navigation menu is clear, organized, and intuitive.
Clear, Sales-Focused Copy
One great way to boost your website conversion rate is to identify your audience’s needs and develop messages that address them. Find out what is it that keeps them up at night and what problem do they have that needs solving. Then, based on this information, create clear, sales-focused copy that persuades them to take action.
You’ve designed a beautiful website, you’ve created valuable content, and you’ve made them an offer they can’t refuse. Now, it’s time to close the deal and persuade prospects to take action.
One of the biggest mistakes small business owners make is neglecting to include a call-to-action in their website design. Your visitors don’t know what you want them to do, so you need to tell it to them straight and clearly.
Big, Beautiful Button
If you want your website to start converting like crazy, test different button colors, sizes, and formats. It’s not far-fetched to say that the right color can increase website conversion rate over another color. There is plenty of data that indicates that color can be up to 85% of the reason people decide to buy.
Bold, Easy to See Links
Make the button link easy to see and readable. If people don’t understand what you are asking of them, they’ll probably leave without taking any action at all.
Less Is More
You’ve been told that a good website needs bold color schemes, high-resolution images, plug-ins, widgets, magnetic headlines, videos, and you’ve crammed all these elements into one page. But, as with everything in life, one of the main rules of conversion-based web design is simplicity.
Embrace White Space
For many, the empty space between and around design elements is a waste. They couldn’t be more wrong. White space plays a vital role for content prioritization and readability, making important elements stand out.
Focus on Copy, Buttons, Pictures That Really Matter – Cut the Rest
You don’t need every element of design imaginable to have a high converting website. In fact, you should focus only on creating great copy, installing CTA buttons, and adding only the pictures that help you tell a story. Which brings us to…
Use Big, Beautiful Images (or Videos)
Maybe good copy will grab the attention of your visitors, but a powerful image or video will surely help them remember you. Data shows that the human brain can process visual information 60.000 times faster than text.
If you want to get more conversions, include strong imagery, such as powerful photography or engaging videos.
Figuring out why your website isn’t converting can be a challenge for small business owners. Hopefully, these tips will help you determine what you’ve done wrong. Make sure to run A/B test before implementing new ideas. What works for others might not work for your audience.
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Jeremy is the Lead Designer & Owner of Enable. Jeremy is a small business connoisseur who helps the little guys conquer big. When he’s not designing websites or writing blogs, you’ll find him spending time with his wife and family.