Every business owner wants a website that encourages visitors to take the next step: buy or contact. This step is called conversion, and it’s the moment your lead converts to become a customer. If your website has a lot of traffic but few conversions, you need to identify why.
It’s true that many factors may contribute to the problem. Believe it or not, web design can have a powerful impact on buyers and their choices. Studies show product assessment takes about 90 seconds. Users grant websites a fraction of that time: less than eight seconds. Those first impressions are about 94 percent design-related. What’s more, about 75 percent of users will judge your brand credibility based on your website design.
Most first-time visitors to your site are not ready to buy. They’re investigating options and comparing you to others. Do you know how you stack up to the competition? Take a look at websites for leaders in your market space. Then, turn your critical eye inward.
Here are 10 aspects to consider when evaluating your website design and deciding which changes will yield the greatest results.
1. Color.
Performable changed its call-to-action button (CTA) from green to red, resulting in a 21 percent increase in conversions. Ript Apparel changed its button from green to yellow, increasing conversions by 6.3 percent. It’s also good to know that red and green are the colors those with color blindness or deficiency struggle with the most. Further, you might consider your audience. If you’re targeting women, focus on blue, purple, and green. For men, select blue, green, and black. (Obviously, these are generalized preferences.) The least effective colors? Brown and orange.
2. Video.
Product videos usually increase sales and conversions. The amount varies, but some companies report an increase of as much as 144 percent. Business-to-business (B2B) or service-based companies also can use video to share…
