When it comes to building the website for your small business, it goes without saying that its’ design should be aesthetically appealing. But, this doesn’t mean that you should get carried away.
Some of us get so caught up with website design that we forget the fundamental purpose of our sites – to convert traffic into lead form submissions, contact form submissions, phone calls, physical location visits, and sales. We forget that no matter how good our sites look, if they don’t lead to conversions, our businesses will not make money.
The importance of conversion optimization (or CRO) can no longer be denied. But, how does one go about ensuring that their website has design features that will entice customers into taking a particular action, like purchasing an item or calling the business? Check out the following 7 tips to help you improve your conversion rates:
1. The Psychology of Color
Did you know that colors evoke emotion? This holds true for positive, negative, or unsure feelings. In fact it takes a website visitor 90 seconds to form an opinion and approximately 60-90% of that interaction is determined by the colors used in the design.
The general rule of thumb for colors is as follows:
- Yellow: Although men find it to be distasteful, it is a favorite amongst kids. Also, bright yellow colors should be used with caution.
- Green: This color promotes well-being and is perfect for ethical campaigns and health products. Lighter greens usually represent fresh ideas and innovation.
- Orange: This passionate color is an excellent way to elicit feelings of warmth, without the negative “danger” connotation that is often given to red. Orange is usually associated with energy-related products (energy drinks, fitness, sports, etc) and is also a favorite among kids.
- Blue: Because it suppresses the appetite, blue isn’t a good color for food. Instead, this color suggests serenity, intelligence, and is usually associated with refreshing ideas and luxury products.
- Red: This color increases the pulse and breathing. It symbolizes passion and is a great option for makeup and fashion brands, foods and dating sites.
- Purple: This color is synonymous with luxury and elegance. It has no negative associations and it’s perfect for attracting a wide female demographic.
- Pink: This color is mainly used to get the attention of female users but did you know that it can stimulate the sweet tooth as well? Other than that, it’s perfect for anything girly or baby related.
- Black: This color suggests formality, excellence, and class. It is excellent for lending a touch of professionalism to your website.
- White: White is modern, cool, calm, and pure calm and pure.
2. Responsive Design
Based on information from ComScore’s 2015 US Digital Future in Focus, approximately 30% of all website traffic for the top digital properties stem from smartphones and other mobile devices. Furthermore, this number is set to increase even more – making any small business website that doesn’t jump on the mobile bandwagon data virtually obsolete.
An RWD, or responsive website design, makes all features, actions, and bases, accessible no matter what device is being used to explore the website. Put yourself in the shoes of your customers and ask what you would prefer – a site that lets you browse regularly on your mobile device or one where you have to continuously manipulate the screen? When put into such plain terms, the choice becomes rather easy.
3. Simplistic Design
A few years ago, the Internet was an entirely different place – filled with gaudy web design trends like excessive flash and animation. Nowadays, designers are no longer looking to wow visitors with these quirky features, they are more focused on simplistic yet “converting” design.
To follow this trend, use your products and content to entice visitors. Hitting your visitors with a barrage of unnecessary animation and flash is not only annoying, it will slow your website down as well, which is bad by itself.
4. No more stock photos
Although stock photos aren’t as popular as they used to be, they still have their place – in blog posts. But, when it comes to your small business’ About page (and other similar webpages) they should be avoided at all costs.
When clients visit websites with cheesy stock images in places that are supposed to be about their businesses, it can be off-putting. To circumvent this issue, book an experienced photographer to help you get the desired look.
5. Simple Navigation
When it comes to navigation, your visitors should find their desired target almost instantaneously. If this doesn’t occur, most visitors will get frustrated and you may have lost a potential client for good.
Your navigation should be very easy to use, in an effort to avoid confusing your clients. In other words, ensure that from the moment they enter your site, they can easily find their way around – whether they are looking for a specific product or are interested in filling out a submission form.
6. Make it easy for potential customers to get a hold of you
Simply putting a phone number on your website is no longer enough – not when it comes to customer service. Your clients (both existing and potential) find it to be more convenient to contact your company on its’ website. Make it easy for these potential clients to communicate with you by placing a simple form on your site.
7. It’s no longer necessary to place your social media feed on your site
Back in the day, it was all the rage to put social media feeds on websites. But, now that potential customers can easily interact with your company on sites like Twitter and Facebook, they are no longer necessary.
If you insist on keeping these feeds on your site, consider placing the icons in out-of-the-way places like the sidebar or footer and link them to your social media accounts. In this way, if someone wants to connect with you, the option is always available.
Article is written by Sophia from Bjorn Wallman Web Design – the highest rated Las Vegas web design company.