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How to Improve Web Design to Boost Conversions

Close up of a schematic design of a website.

Converting traffic into leads and leads into customers is one of the biggest challenges digital marketers face.

For instance, a recent survey by Marketing Charts reveals that one-quarter of sales and marketing professionals aren’t satisfied with their lead-to-sales conversion. The study also finds that 54% of organizations often miss revenue opportunities because of lead conversion challenges, while 36% report wasted budget spending.

Web Design Tips to Boost Site Conversions

Unfortunately, there’s no quick fix for lead conversion challenges. Instead, you must constantly improve your campaigns, from SEO to marketing and lead follow-up.

However, the best marketers know that it all begins with website design. It doesn’t matter how well you market and remarket or how many PPC ads you set up; a poor website will cost you conversions instantly. Meanwhile, high converting websites are traffic and lead magnets that effortlessly attract new users and turn them into buying customers.

Fortunately, there are various elements of your web design you can tweak to convert more sales. The following are nine tips to get you started.

1. Speed it up

Research shows that 76% of users want websites to make it easy to find what they want. They’ll leave your site if it’s not easy to find what they’re looking for. Speed is the most important factor in making it easy for visitors to find whatever they’re looking for on your site.

2. Use plenty of negative space

White space or negative space describes the unused space on your website. You want to leave as much space as possible as it can increase reading time by 20%. White space also allows users to find information and therefore value faster.

3. Adopt the F-layout

Web users read information from left to right and top to bottom. So, don’t make their work harder by adopting a different design approach. For instance, avoid right-hand-bar menus as most users naturally expect menus either on the left or top of the page.

4. Simplify site navigation

Ideally, it shouldn’t take more than three clicks for a user to find the information they are looking for on your site. Otherwise, it increases the risk that the visitor will leave. Make navigation simple with visible menus and submenus. Ensure clickable items are large enough to easily click on desktop or tap on mobile devices.

5. Ensure high video/images quality

Always have videos, images, and other graphic elements, including GIFs and animations, on your website. These can help to grab the attention of visitors and boost engagement. But more importantly, invest in high-quality images and videos to demonstrate your professionalism.

6. Go pro with SEO

Search Engine Optimization (SEO) increases site visibility on search engine result pages, such as Google, which increases traffic and conversions. SEO is also important for brand awareness and can help you reach a bigger target market.

7. Capture leads with CTAs and forms

One of the smartest ways to increase your conversion rate is to keep a contact list and constantly add to it by leveraging calls to action (CTAs) and lead capture forms. This way, you can collect the contact information of interested visitors, follow up, and add them to the sales funnel.

8. Location and address

For small businesses that depend on local customers, it’s critical to add your physical address and other business information, including your phone number, to your site. This way shoppers can find you more easily. Adding this information also increases the likelihood of appearing in the Google Local Pack results.

Other Tips

Other design elements you should consider to increase website conversions include designing for readability, using the right typography, and selecting colors that persuade visitors to take action. Chatbots can also boost engagement and thus increase conversion rates.

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