Website design that can destroy conversion

website design conversion

0.2 seconds is how long you have to make a good impression on the internet, according to Missouri University of Science and Technology’s eye-tracking study.

For anyone wanting to boost their online conversion, this information should be a starting point for creating their website design strategy. Presentation is key to formulating a positive impression in a short time frame.

Non-responsive Designs

Mobile optimisation is no longer a trend or buzzword, but a way of life. According to ofCom, the number of users accessing content online through their mobile devices has already surpassed those who use a desktop. Old design standards have been are no longer sufficient to meet the demands of today’s website users, and Google now ranks mobile-friendliness much higher.

It’s imperative that you optimise your website to adapt to the varying mobile shapes and sizes to stay on top on the ever-increasing number of mobile users.

Mobile devices now account for nearly 2 of every 3 minutes spent online. — comScore

Clutter

Viewers hate being disturbed. Invasive and interrupting marketing techniques are an ineffective way of boosting conversions. The internet is full of noise, by adding to this your users are going to disappearing in a heartbeat. Keep thins like Ad prompts, Flash animations, Auto-playing music/videos and overly intrusive graphics to a minimum. By keeping your website fresh, clean and to the point with an elegant interface and easy to use navigation you’ll help increase those conversions.

Bad Navigation

Your website design should be effectively navigable. If you’re aiming for higher conversions, a poor website navigation is inexcusable. One mistake could affect both search rankings and user friendliness.  Some easy rules to follow are; make the labels descriptive, limit the number of items to seven and put the important stuff at the beginning.

After reaching a company’s website via a referral site, 50% of visitors will use the navigation menu to orient themselves. — KoMarketing

Disorganised Content

We’ve all heard the saying by now – content is king. Once you’ve broken through the first-impression window by using your design to lure users in, your content needs to make it irresistible for them to leave your website.

If your content is disorganised, hard to scan and either too long or too short, your conversion rates are going to drop. Formatting your content correctly is as important and the content itself. Correctly formatted content instantly appeals to your readers and makes it easier to read and find the information they’re looking for.

38% of people will stop engaging with a website if the content/layout is unattractive. — Adobe

Poor Stock Images

Stock images are unoriginal and cliché. You risk including the same photos as someone else, including your competitors. By using too many generic stocks images you can appear unauthentic and suspicious which will drive your visitors away.

If using your own images really isn’t an option, source more modern, less tacky images like the ones found on Stocksy.

Load Speeds

According to surveys done by Akamai and Gomez.com, nearly half of web users expect a site to load in 2 seconds or less, tending to abandon a site that isn’t loaded within 3 seconds. While, 79% of shoppers reported that they will not return to purchase from a laggy website, and approximately 44 percent will share the poor experience with their friends. These statistics are important indicators that poor website loading speed can be disastrous for your business and should be avoided.

A large factor that contributes to poor loading speeds is the amount of media that your site contains. The size of your images, quality of videos, the number of plugins and scripts you use all accumulate to increase page load speeds.

Opting for a reliable hosting plan is also a good strategy. Additional tips relating to cache plugins, GZIP compression, CDNs (content delivery networks), and others can be found in this Kissmetrics article about the importance of site speed to conversion.

Missing or Hidden CTAs

Your website users should have a clear idea what your website is about, what you’re offering and where they should go. Beautiful, functional website is important but without a prominent call to action, you’re merely impressing your visitors with aesthetics instead of guiding them to what you intend they do.

  • Should they share your article or infographic?
  • Do you need them to leave a comment and spark a discussion?
  • Are you engaging them to buy a product or sign up for updates?
  • Are you engaging them to subscribe to your emails and eventually recognise you for the expert you are in your field?
  • Do you need visitors to follow your social media sites?

Make sure to size and position your CTA button in a way that would make it hard to overlook. For more details about maximising calls to actions, check out our guide to whitespace.

Website Design Final Thoughts

To help develop that optimum website design strategy, you need to take a more targeted approach, refine your goals and take note of the things to avoid. In this article, we tried to help you avoid some mistakes that could badly affect your conversion rates and point you in the right direction to correcting them.

Want to know more about conversion based design, call us today on 0333 121 2013 to discuss your requirements.