Web Design That Converts: Strategies for Boosting Your ROI

Having a website that looks great is one thing, but making sure that it is fully functional and provides the right user experience to ensure people convert is another thing. We’re here to talk about some of the main strategies to make sure that your web design is resulting in conversions, from your call to action strategy through to branding with everything in between.

Ensure Your Branding is Heavily Incorporated

One of the most important things you need to do from a web design and conversion perspective is to ensure that your branding is clear and consistent across the website, as well as any other digital and other marketing channels. People want to believe in a brand and commit to it, and they do so when they believe in what your brand stands for, and also when they can consistently recognise your brand across the packaging of your products, social channel, OOH advertising, digital marketing channels and also your website.

If you don’t tell a clear story about who you are through your branding, then you will lose users at some point in the journey. So, focus on that consistency and then particularly on your website, to bring that element of recognition and trust that will help to encourage your users to convert. Having strict brand guidelines by working with a design agency Manchester or London based will help, then reflecting them across your web design, is absolutely key to the success of your website.

Perfect Your Call To Action Strategy

Next, you need to perfect your call to action strategy. Gone are the days when you can just have a contact button on your top menu and then assume people will click from free will. You need to make sure that throughout their experience on the website, you think about what point they are at, and what action they may want to take at that point.

So, they might land on the homepage, then you should direct them to the next logical section, for example a best sellers page or a service page. From here, you would then help them to the next stage by offering a range of different methods to find out information, whether it’s a chat bot feature, FAQ’s or buttons to take someone to require. Then, when they get to the point where they enquire, make it easy for them to find a phone number, fill out a form or provide an address, to ensure that everyone can contact you in their preferred method. Similarly on an ecommerce website, you need to ensure you provide every payment method available to suit preferences and ensure that you’re not doing anything that could discourage someone from converting.

Conducting some conversion rate optimisation testing would be really valuable here, as when you spend a lot of time on your website, you can sometimes miss the obvious things.

Spend Time on Your Navigation and Hamburger

Another element that can really help people to convert is if a focus in your web design is on your navigation and hamburger menus. If a user wants to find something and can’t, they will simply bounce off the website. So, having a clear website structure and navigation menu that isn’t overwhelming will help with this.

You should then also have a solid search feature, so if someone knows exactly what they’re looking for, then can find it. On an ecommerce website, on your collection pages, you also need to have filtering options, as many people will go onto a website looking for something specific and this will help them to find it quickly whilst they’re feeling the impulse of shopping.

The overall aim is to make sure that a user can find what they’re looking for, when they’re looking for it, without giving too much opportunity for them to divert away.

Make Sure You’re Driving The Right Traffic in The First Place

Last but not least, it’s worth noting that you need to make sure you’re driving the right traffic in the first place. Getting users to convert who aren’t going to find what they’re looking for is difficult, so you need to do a review of your marketing channels to make sure that driving qualified traffic, over quantity, is a priority. For example, in your paid search and SEO campaigns, are you targeting keywords that may get lower searches, but will introduce users who are looking for exactly what you offer?

An example would be to say you sell skincare that is made with natural ingredients and is fully organic. Rather than just targeting “skincare”, which will be much more expensive in paid campaigns and harder to rank for organically, you should target keywords like “natural skincare” and “organic skincare” as people will land and find what they’re looking for. In your paid social campaigns, you may target a smaller audience but with more specific interests around what you offer, or you may get a lower reach but drive a much higher click through rate by choosing the right audiences and ads. When you pair relevant traffic with a well thought out and responsive web design, it’s an unstoppable combination.

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