As a designer, you impact the bottom line. Your choice of colors, code, and approach seals deals. Most people start with building a website, and then follow it up with tweaking for conversions. However, a better and more reasonable way is to design a website while keeping its goals in mind, and thereby following design practices that encourage visitors to complete them.
Want to help your clients get more subscribers, leads, and sales through your design?
Of course, you do.
Here are some sure-fire ways to win more conversions:
1. Be color conscious
Colors play a big role in getting conversions. They can be the ultimate visual cues that result in sales. So, take colors seriously.
It doesn’t matter if you’re choosing a color for a client’s brand, or for the site’s Call-to-action buttons, every color matters.
Impulse buyers, buyers on a budget, and traditional buyers – there’s a special color for each. Find out more with this colorful infographic.
2. Be consistent
Visitors will be quick to abandon a site if it looks different on each page. Be sure that a drastically different checkout page will kill sales.
So, strive for consistency. Your website should send across one consistent message. Your design – including all the pages, images, and other elements should work in harmony.
Also, try to design a site that offers navigation experiences similar to the ones that visitors might expect. Going overboard here can cost sales.
Not sure if your latest design is consistent? Run it through this consistency checklist.
You should also check out this Awwwards free ebook that teaches you how to maintain consistency in your design. It will also show you how to “apply touches of inconsistency” to create outstanding interfaces.
3. Be relatable
If you can get visitors to relate to the personality of a site, you can get them to buy. Design defines a big part of this personality.
So, do a thorough research about the target audience, and try to evoke emotions that they will best identify with, and respond to.
You should read Aarron Walter’s take on personality in design. It’s almost like a mini-boot camp for creating relatable sites.
4. Be trustworthy
I’m sure all of us remember leaving sites that looked or seemed fishy. It’s strange as there are lots of elements that almost instantly prompt trust, but still sites fail to leverage them.
Security seals, guarantees, testimonials, social proof – consider all the options that you have for earning a visitor’s trust. Pick the best ones and place them prominently in your design.
So when you design your next checkout page, remember that you can visually reinforce trust in the buyers.
5. Be intuitive
Nobody likes to think hard, especially when it’s about making a simple purchase decision. Yet some designers make it challenging for clients (and suffer with sales).
If your visitors have to think about the next step, they’ll exit. Your design has to make it obvious. If a product offers too many pricing plans, highlight the most popular plan through your design. Remember that an alarming number of people don’t buy as they get overwhelmed with choices.
These two conditions for checking a design’s intuitiveness are spot on. Make sure you run your latest design project through them.
6. Be speedy
A site’s speed can be the first thing that turns off visitors. You can’t expect people to buy if they just can’t wait long enough for the site to load. Don’t we all love blazing fast websites?
Remove any design element that’s not adding value.
If you want to be sure that you’re not missing out on some important optimization , you can run a quick check with this 6-step design optimization process. And this one’s especially helpful with WordPress sites.
7. Be responsive (of course)
Research, sales, and social sharing – everything happens over the mobile. So, make sure that your design looks great and seamless across all mobile devices.
If you’re looking to master your responsive designing skills, you’ll find this resource helpful. It covers everything right from CSS-tricks, style tiles to responsive images and more.
How else do you drive more conversions through your design? Do share in the comments!