Does your business have a website? Do you think it resonates with your target audience? Or do you think it is just serving the purpose of creating a digital footprint?
Most business websites don’t convert as much as they should. Even if they list down all their features, attractive pricing models, how it works, etc. Unfortunately, the copy is not the only thing that matters. It is the design that showcases the copy and makes it work.
So here are 5 fundamentals of creating a compelling and converting web design :
1. Clarity and simplicity
According to HubSpot, about 76% of people consider clarity and simplicity of a web design as top priority while browsing. It takes only a few seconds for the visitor to gauge whether he would like to browse the entire website or abandon it. And that’s where the importance of ‘clarity and simplicity’ come in.
It is important for a business to focus on keeping their website browsable. Here are a few questions visitors seek answers to almost immediately after your website loads:
- what is this website about?
- what is the business offering?
- will I find something that interests me here?
- is it useful?
Create a design that is able to showcase your value proposition in an irresistible manner. While the copy obviously needs to be concise and to the point, the design needs to be able to pull the visitor’s attention to the sections that matter the most.
2. Visual Appeal
According to a study by Taylor & Francis Online, it only takes 50 milliseconds for a website visitor to form a mental opinion about your business. Thus placing the restriction of making a first impression ‘visually’ in just 50 milliseconds.
For example, Teye here nudges the visitor to interact with the website elements to know more about the main character of the website – Teye. Other features are shown around the main character with smaller elements – that expand to give an explanation when clicked on.
The study also mentions how people just care about the layout, colour and text size, more than the content copy on the web pages. Hence, you need to follow the visual hierarchy:
- Size: Bigger is more noticeable, but it doesn’t necessarily mean it is better. The simplest way to explain your business USP is to make the most important element the biggest. Apart from being easy to click, size also plays a vital part in determining the website’s overall visuals.
- Color: According to Web UI Design for the Human Eye, each color has its own psychological connection. The colors you choose for your website (even if they are black and whites), have an enormous effect on how the visitors perceive your business. The color of the CTA being the most important choice to make – it has to clearly stand out.
- Layout: The website’s main layout is the most direct way to control your visual appeal. If your main priority is for your visitor to focus on a message, it is safe to place the element right at the top of your page.
- Spacing: The spacing within your interface is the guiding light for the visitor’s eye. According to the Gestalt Principles, visitors tend to perceive elements placed close together as having similar functions.
- Style: The style you use on the website in terms of textures, graphics and the type of visuals, allows you to express the brand image as an individual entity with a personality of its own. It is the way you choose to look digitally that determines the way visitors remember you even after leaving the website.
3. Clear call-to-action
Your web page needs to focus on only one CTA at a time. Firstly, the user cannot execute multiple actions at the same time. Secondly, it only confuses him about what he is really meant to do next if he is interested in your business products/services.
But when is the right time to nudge them into action?
According to a study by Marketing Experiments, the more information you provide on a landing page before asking the visitor to take action, the better the conversion rate. In simple words, it takes motivation and persuasion to make people complete a desired action. And the only way to do so is by providing enough reasons to make people do what they were intending to do by identifying the right triggers. (Motivation, Stimulation, Targeting)
Here’s how we follow this rule on our website – the messaging is in sync with the core business message and there is only one CTA on the landing page. The visitor immediately knows what to do and there is absolutely no chance of confusion.
4. Uninterrupted browsing experience
The most important part of creating a compelling design is offering an uninterrupted browsing experience. If the visitor gets confused about what action he is supposed to take from your landing page, you’re most likely to lose him. Here are a few things to keep in mind:
- never include too many CTAs (refer point above)
- ensure that the web page load time is nothing more than 2 seconds
- test all your web elements for proper loading and functioning
- include media files that will load properly
- use popups in such a way that they don’t interrupt the visitor’s experience (exit popups are more effective for this)
- ensure an easy scroll function if your landing page is long
Also read: 6 A/B Testing Ideas For Your Website
If you do want to target your visitors on-site, make use of exit intent technology instead of installing pop-ups at every step they take. An exit overlay will only show up when the visitor is planning to leave the website, giving you a second chance to convert him as well as keep him longer on the website.
Not sure how that will work? Try out our 14 days free trial to experience converting exit overlays on your website.
>> CTA of free trial
The use of mobile devices for browsing the internet has increased exponentially over the years, surpassing desktop internet usage. Your website is most likely going to be accessed through a mobile device. And the only way to ensure a seamless browsing experience, is making your website responsive in nature. Here’s an example of how a responsive web design looks on different devices:
Here are a few benefits of going responsive:
- one website for every device removes the need to maintain multiple websites
- Google prefers responsive websites compared to mobile sites when it comes to search engine optimization
- the load time will automatically be lesser when viewed on mobile devices
Over to you
Does your website follow all these fundamentals? Do you think there is something else that needs to be paid attention on as well?
Feel free to add to this post by dropping a comment below!