Many business owners think of website design as strictly how their website looks in terms of visual appeal. The fact is, good website design for businesses can result in better conversion rates! At EBB Web Design, we understand the complexities that are involved in converting visitors into leads, and leads into paying customers – and the design of a site DOES make an impact on how well it converts.
There is no question that looks are important with everything, including website design. BUT, visual appeal on its own does not translate to earning a lucrative income and paying the bills. An effective website should convert at about 2% to 5%, but few achieve a 5% conversion rate. If you aren’t familiar with CRO, or conversion rate optimization, this is a strategy that focuses entirely toward driving the visitors to your website to make a purchase. Various design concepts can be tested to determine which converts best for your company.
Split testing, folds, and calls-to-action
Many companies rely on split, or A/B testing, to determine the approach that is more effective for converting visitors into buyers. Certain elements of a website’s design can impact conversion rates, including colors, style/texture, button placement, size, or color, and fonts used in the text of website pages. Increasing conversion rates while decreasing bounce rates can be achieved by the most subtle of changes, so testing is critical.
As is the case when reading a newspaper, what’s “above the fold” makes a difference in conversion rates. For a business website, it is most effective to place call-to-action buttons or content above the fold, so that users of your site do not have to scroll down to view what’s most important.
When it comes to calls-to-action, what works best varies widely – whether it be a shopping cart icon, a button that says “learn more” or even a “free trial” button. In terms of color choice, never assume that visitors to your site will assume green means “go” and red means “stop.” Red is often a more attention-grabbing color, and green may not be complementary to the other colors on your web page and its overall design. There is simply no one size fits all solution, so choosing a web design company who can work with you to determine the most effective design in terms of conversion rate optimization is important.
In the majority of cases, it takes a little testing and tweaking to figure out what works best in terms of web design and higher conversion rates. Always remember, an awesome design does not mean more sales! There are many factors that work to make a business website more effective and appealing to visitors, and to convert users to leads or buyers. At EBB Web Design, we understand all of these factors, and work to make our clients’ websites as effective as they can possibly be in terms of converting. Give our experts a call today, and watch your CRO grow!Google+