Can you honestly look at your web designs on your website and other digital properties, such as display ads and convincingly say that it sells? If you cannot say this with conviction, then it is time to take a hard look at your web properties and work out how you can maximise the opportunity to turn them into valuable assets that are a part of your sales portfolio.
Australian businesses are now more keen than ever to invest in websites that will give their business an online presence and an opportunity to generate online leads and sales for their business. For both web design companies and businesses alike, the importance of not just having a website, but a converting website is what makes the investment worthwhile. There are on-going developments and innovations in the technological space that impacts how well the site will convert across the online media channels, such as search engine optimisation, search marketing through Adwords and other direct marketing campaigns targeted to drive high conversions. The short story is if the website doesn’t convert, then you can waste a high percentage of your marketing and promotional budget. We give you the following tips to help boost your conversion rates through web design and other web factors.
Get an initial audit on the design of your web assets.
What you think may be performing well may actually be costing you thousands, if not millions of dollars in marketing budget. Getting an expert assessment from a credible web digital agency in Melbourne can help identify the user experience strengths and weaknesses in your current web design portfolio. You may be able to find some initial quick wins. The expert companies may be able to use advanced technology such as heat mapping to collect user behaviour data that can aid in your website’s design and conversion process.
Improving the colour schematics of your website.
Believe it or not, the colours that are used on your website and your web properties will have an impact on the web user’s experience and intention to interact with your web asset. It is important to understand the benefit that the colour schemes will provide to the web user’s experience. The different colours may trigger attention or intent for them to take action. In terms of conversions, this may provide that extra percentage that will add more revenue to your business, thus increasing your profits.
A summary of the impact of colours is briefly explained in the infographic below. How to boost conversion rates through web design.
Even though the infographic explains the benefits of the different colours, it is important that the colour scheme that is used makes good use of contrast so it is easy for the user to navigate and engage with the property. A handy tool to use to trial contrasting colours is the Accessibility Colour Wheel. Aim to draw attention to your conversion elements on the web property.
Make good use of white space
Marketing guru David Ogilvy, always preached that the best converting copywriting layout that he had with the many advertising campaigns was when white was used as the background colour. The other colours such as black would still perform well, but in the various split testing that he and his team conducted throughout his career, it was always the use of white space that proved to be victorious. The reason being is the easiest background for people to read and navigate with. When you are engaging people on the web, it is easy for them to get distracted. It is important that the engagement process is made as simple as possible for them so they will engage and convert as per your desired actions.
Use directional cues.
This is something that is quite often used by direct marketers in sales letter campaigns. The ultimate result in any marketing campaign is that the audience or prospect will be motivated to take action. When it comes to marketing on the web, it is essential that you are communicating clearly to the audience what intentions you would like them to take. The use of buttons such as “click here” or “sign up for more information” are good, however using arrows as directional cues are techniques that have been proven to work by direct marketers time and time again. Below is an example.
Keeping the website simple
One of the things that tends to setback the website is when people do so much to it that it becomes complicated. Google is one of the few websites that has been able to master the user experience through simplicity, driving people to use its platform and convert exactly as it intends, which is to search for information and to be served with the most relevant results. Look at your site and workout if it offers clarity to your audience when they reach the site? Will they know exactly what action they should take?
Australian businesses need to think of their web properties as a part of a conversion engine. The better engineering that they have, the better it will perform. The rewards will come in the long term. The best way to improve is by committing to user experience split testing and trialling different conversion models. Commit to this and one day you will honestly accept that you have succeeded!
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