Learn Important Principles of Web Design That Can Boost Conversions
The average Singaporean only gives a web page 10 to 20 seconds of their time; however, if your page is compelling enough to keep them looking for 30 seconds, it’s likely that you’ve got their attention. The real challenge is – how do you get a visitor to stay on your page for that long?
Have you ever visited a business’s website and found yourself completely frustrated by their web design? Unfortunately (or fortunately, for the competition), most businesses completely underestimate how much web design affects their conversion rates.
If you want to learn more about how the principles of web design can enhance your eCommerce performance, check out these five web design tips.
1. Consider Hick’s Law
As you probably know, successful marketing has a lot to do with psychology. Hick’s Law is one of those psychological marketing tools.
According to the British psychologist William Edmund Hick, the more choices a person has, the more time it takes them to make a decision. That seems like common sense, right? But how does this relate to website conversions?
As it turns out, the more choices a person has, the less interest the person will develop. If you overwhelm your website visitors with choices, they won’t bother taking the time to make a choice at all.
Make sure to keep your links minimal. In fact, it’s wise to focus users’ attention on a simple and attractive welcome gate to simplify their experience with your page.
2. Employ the Rule of Thirds
If the Rule of Thirds helps photographs garner interest, why couldn’t it help your web design elements?
By applying this principle of photography to the principles of web design, you can create a layout that draws in the eye. If you place your more important web design elements at the intersections of the grid, you will get more user action.
3. Evaluate Your Negative Space
Think about negative space like you think about Hick’s Law. A crowded web page will only overwhelm your users.
The negative space surrounding test is crucial to the user experience. Don’t put links too close together, watch your line height, and even be wary of kerning. Make sure to keep plenty of empty space around your text elements so that users can relax their eyes a bit.
4. Think About an F-Layout
We read books from left to right, starting from the top. As it turns out, we read websites this way as well.
Consider this in your design by placing your important elements near the top left portion of the page. Further consideration of the F-shape will push you to put more important information on the left, and less important things on the right.
5. Use Attention Grabbers
You need something to grab a users attention to keep them on your page. There are several ways to do this.
Large headlines with simple, but compelling text will draw a user in. Beautiful and interesting images can keep users fascinated. If you want to take your media a step further, use videos and gifs instead of flat imagery. In fact, any interactive element, like animated buttons, will keep visitors intrigued.
6. Make it easy for your user
Improve your user experience by making it easy for your user. Think of ways that can help your users to reach you easily. Instead of using a long contact form, try using a click to call button or use a WhatsApp button on your website. If you really have to use a form, make it as short as possible.
Use huge buttons on your mobile version of your website can also help in your conversion.
While testing out your call to action button, try using an actionable verb instead of the old-school “Contact Us”. Action words like ” Reserve your seats”, ” Grab yours” is some example of good actionable verbs that you can use on your C.T.A button.
Here’s a list of actionable verbs that you can help you.
8. Include customer’s testimonials and reviews of your services
Get your customers to write reviews for you. Try getting them to write on Google’s review. As many have known, it is not possible to remove or edit reviews on Google’s Review, it helps to build a reputation for your website. You can put the reviews on your website by installing plugins for your WordPress website.
Here’ a good recommendation of Google Review plugins for WordPress.
9. Gather feedback from customers who left your website
Remember to keep your feedback short and sweet. It should only contain one to two impactful question. For example, you can try asking if the customer left the site because of your design or broken information of your website. Read this article for a list of good survey questions.
10. Use pictures of human, a smiling individual
A smile goes a long way and it can be remembered by your visitors who associate your company with a easy to work with and happy company. Besides converting your visitors into customers, these customers may come back often to shop for more.
11. Use different CTA for different views.
A user on mobile will spend much less time on your website than one who is using a desktop to read your content. Keep the correct CTA on above-the-fold (what is above the fold? Check out our jargons guide for website) of your website.
For example, use a click to call button on the first view of a mobile view and “view work” button on a desktop. This will encourage the different actions of your visitors, and thus increasing the conversion of your website.
12. Don’t give too many options for your customers
No, we don’t mean destroying the freedom of your customers, but we encourage to use less of CTA at one place.
We have seen some websites that have one too many CTA in one view. You are distracting your customers too much and they may not know what to do when they landing on your webpage.
13. keep your website simple
Some business owners love to make full use of every space in their website. STOP! Keep it simple. Make an impactful and informative website and not one with too much unnecessary information. Your website is not your notice board.
14. Tell your customers what they can expect buying your products/services
You won’t buy a car or a computer from a website without any specification of the product, your customer will not buy your products/services without knowing what they can benefit from the purchase. Be straightforward, tell them what they can expect after buying your products/services.
15. Tell with a visual demonstration
Most customers only left a short time on your website, Your should make their short stay a positive one. Create infographics or a video to explain your product/service.
More on the Principles of Web Design
A well thought out design is a well-performing website. By following these principles of web design, your visitors will be drawn to your page, rather than repelled by it.
Of course, the ideas for new, compelling web design elements don’t end here. stop by our blog page for even more guidance and inspiration.
If you need a high conversion website, you can reach out to us to discuss further. We love to make websites that convert visitors into customers.
Teck Seng is the founder of Lemonade, a web design company in Singapore. As a WordPress consultant and Project Manager in Lemonade, he has worked with many client’s websites from many different industries. His passion for web design and digital marketing has allowed him to help many businesses to grow with their websites.
Under his lead, Teck Seng and his team manage to attain awards include CSSWinner Awards CSS Design Awards.
Teck Seng is also a WordPress course trainer at Equinet Academy, a partner and friend of Lemonade.