Why Digital Media News

Web Design to Boost Conversion

1. Subliminal Suggestion

Psychological research has shown that images and objects we see in everyday life can affect our behaviour. Research in Holland showed that by showing a child a santa claus hat they were more likely to share sweets with other children because it signified giving which caused a change in their behaviour. By showing the children a popular toy logo the behaviour was the opposite and they became less likely to share.

The images and copy you use on a website and the message you are trying to portray are very important because in today's competitive marketplace first impressions really do count when it comes to conversion. The images will cause certain behaviours so it is important to understand your target audience and choose suitable content. Poor imagery, spelling mistakes and even the colours used can all have a negative impact. Psychological colour charts are a great place to start when deciding on the look of your new website.
 

2. Prevent Choice Paralysis

There is a term in web design known as "choice paralysis" which occurs when a customer is confused by too many options. The last thing you, as a website owner wants is an unhappy customer because they made the wrong choice or worse still, lose sales because there is too much to take in. 

Simplicity and clarity is the way forward! If you have several options to choose from be sure to highlight the most popular one, this draws them towards one product and helps avoid "choice paralysis."
 

3. Show your products

When purchasing a product, most people like to be able to examine the physical item before buying it. Whether it is food, a new vehicle or clothes, we all have our likes and dislikes so it is important to get it right.

Products and services online are no different. If you sell software, show it off! Letting people see how your product works and looks allows them to decide if it is for them or not. People make judgements on how something looks so showcasing it in a clear and attractive way will help you convert sales.

4. Let people try your product

People become more involved in your product if they are able to use the features. They will learn how it works which will give them a better understanding if it is the right product for them or not. It is very unlikely that a customer will buy something without testing it first.

When the trial expires and it comes to the sign up you will be more likely to convert the sale because they will already have invested lots of time in getting to know the product, that is if the product works of course.

Many companies have started to adopt the freebie model, offering limited access to their products but then charging a premium for the full package. By giving people a free taste of they systems they grow to like it and will upgrade to the full features if they like it. It is a great way to build trust.
 

5. AIDA

AIDA stands for Attention, Interest, Desire and Action and is a popular strategy used to help convert sales. Firstly, you need to capture the attention of your customers with attractive design and relevant content. Once you have captured their attention you need to get their interest by explaining why your product or service is for them, understanding your target audience is key to this.

Once you have your customer interested you then need to create a desire for your product. User ratings, stories or testimonials are a great way to help the customer imagine how the product or service could benefit them. By tapping into these emotions you can greatly increase the likelihood of a conversion.

The most important part of AIDA is action. This is encouraging the customer to purchase. If they are already interested they will more than likely buy your product or service but if they are still unsure it is good practice to create additional motivation through limited time offers etc.

AIDA applies to every aspect of your website, from the copy to the messaging and images. Its no good having a great website if the copy lets it down. Everything must be in sync to increase the chances of converting a sale.
 

6. Guide Attention

For AIDA to work there needs to be a structure in the way you design your website. You need to be able to guide your customers to the areas you really want them to see. If you want to focus on a certain aspect, arrows are great for pointing them out.

A website cluttered with lots of text will just confuse your customers and drive them away so having a clean structure with clear call to actions will help them digest your content and increase conversions.

7. Have clear actions

When designing a website it is important to think about how you are going to convert the sale on each page. You don't have to put huge buttons on every page but when a customer wants to make a purchase they shouldn't have to look around to do so.

Another way to increase the attention span of a customer is to help guide them to related content or information you think they may find interesting, that way they won't get bored or lost in your site. You should always have to the option to do something else, be it "Learn More," "Related Products," Order Now" etc. By suggesting things to your customer you will increase the conversion rate.

 

8. The Gutenberg Rule

Reading gravity (also known as the Gutenburg Rule) describes the way the western world reads: left to right, top to bottom. As you can see from the diagram below the rule is split up into four sections: Top left is the "Primary Optical Area" Top right is the "Strong Fallow Area" The bottom left is the "Weak Fallow Area" and the bottom right is the "Terminal Area."

Our eyes scan from the top left to the bottom right and the diagram suggests that the bottom left of the page receives the least attention and the bottom right being where our attention ends meaning that this is a great place to add call to actions. 

With the help of the Gutenberg rule we can create more balanced and visually stimulating pages leading to higher conversions.