Website is unquestionably a major element of ecommerce entities. The main objective of the most of the digital marketing efforts– be it content marketing, social media marketing, SEO, and so on– is to drive traffic to the website. Hence, it is crucial to make your web design as welcoming as possible. If your website can’t engage your visitors, you’ll end up with disappointing ROI and conversion rates. That’s why, it is important to optimize your website in such a way.
The design of a website greatly determines how the visitors engage with it. It also impacts dwell time, bounce rate and over all SEO of a website. Most importantly, it can also affect your conversion rates substantially.
Your web design influences your conversion funnel in many direct and indirect ways. Therefore, it is important to have a web design that facilitates conversion. If your visitors find your website ugly, irresponsive, or difficult to use, they would end up leaving your website without engaging with it in a meaningful way.
While a site that uses sound web design can retain visitors’ attentions, keep them engaged, and eventually encourage them to convert into buyers; a poor web design can make you lose your potential customers and undermine your all over search engine marketing efforts. Therefore, optimizing your web design is crucial.
Improve your web design with these 7 practices
1. Use a responsive web design
If your web design is unresponsive, you are already far behind.
When we talk about best web design practices, this point holds an important position in the list. If you don’t use a responsive web design, you will lose a big chunk of visitors and lead.
Why is that?
A great number of people access internet through mobile devices like tablets, laptops, smartphones, etc. If your web design is not responsive, it’d ruin your mobile visitors’ experience on your site. Therefore, make sure that your website has a flexible & fluid layout that effectively adjusts according to the screen size.
2. Follow the 8-seconds rule
Experts say that a visitor spends an average of 8 seconds on a website before deciding whether or not they want to engage with the website. Make sure you arrest their attention within that time frame. Try following practices-
- Use such fonts that make your headline appear large and prominent. Precisely convey your message there.
- Insert eye-catchy images. You can either put them next to the product description or use it in the background. Whatever way you do it, just make sure it looks elegant.
- Exploit other media content like video, audio, GIFs, etc.
- Large, apparent, simple, and straightforward CTA are necessary to optimize a web design for conversion.
3. Make your website mobile friendly
Most of the people use mobile to access internet. That being said, it is important to optimize your web design in such a way. In fact, Google penalizes those websites which are not mobile friendly. Therefore, you need to make sure that your mobile user visitors have a great experience on your website.
Apparently, if your web design is responsive and easily accessible on mobile phones, your mobile users will have a smooth experience on your website. This way, they will be able to focus better on your offer and may turn into your quality leads and buyers. In fact, a mobile friendly web design is no more an option now, it has become essential. As more and more websites have been optimizing for it, mobile users have come to expect that a website should be easily accessible on their mobile phones.
4. Make your website more interactive
Another important web design practice is to make your website more interactive. This not only increases the chances of visitors engaging with your website but it also ensures that they do so while having a fun experience.
There are a number of things you can do to optimize your web design for conversion by making your website interactive. AI powered ChatBots are becoming increasing popular. So, you could use one. For other interactive elements, you can deploy interesting polls, quizzes, calculators, and the likes. This will improve your visitors’ experience on your website and encourage them to convert into buyers.
5. Improve page speed and website loading
If your website takes too long to load, people will simply leave your website and move to the next. If your page speed is slow or your website takes long to load, there may be some issues you need to solve.
Your website might have unoptimized and heavy source media. It is also possible that your server takes too long to response. Just like this, there can be a number of reasons. Don’t take it lightly as it can greatly harm your conversion rate. Therefore, you need to improve your page speed and website loading.
6. Employ lazy loading
I’m sure I’m not the only one who can’t stop scrolling when I end up on website that has engaging content. However, it becomes a real bummer when the content takes too long to load. In such case, I get annoyed and eventually exit the website. This is relatable, right? It’s the same way your visitors will feel and act when they visit such a website.
Lazy loading is a web design element that defers the initialization of an object until it is needed. It’s just the same how it works with Facebook, Instagram, and so. So, make sure you give your visitors a great scrolling experience on your website. The longer they scroll, the more options they’d have to choose from. Hence, it will make their buying experience more meaningful and they’ll convert into your buyers.
7. Make your website ADA compliant
ADA compliance basically signifies that a website should be easily accessible for people with disabilities. Hence, if your website is not ADA compliant, people with visual imparity won’t be able to access your website.
Therefore, make sure that your website is good with screen readers. You’d also need to optimize your images in such a way that it adds meaning for those who can’t see those images. The same can be done by writing meaningful alt descriptions for your images. This will improve the experience of visually impaired visitors on your website. And not only this, but it will also help your business reflect its values on inclusivity.
Conclusion
Website is a central element of digital marketing and conversion for ecommerce entities. To make it maximum welcoming, one needs a sound web design. Optimizing web design for conversion is possible by making it mobile friendly, easy to load, and more interactive. Moreover, you should follow the 8-second rule to grab your visitors’ attention. Another web design practice that is gaining popularity as a step towards inclusivity is ADA compliance. So, make optimize your web design with these tips and enjoy high conversion rates.
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