Increasing conversions is something every website wants to achieve. Whether that conversion means getting someone to subscribe to your newsletter, leave you a glowing review, or make a purchase, if you are not improving your conversion rates, you are simply failing to grow your website.
In this post, we’ll look at the unique relationship between web design and conversion rate optimization. We’ll also explore five often overlooked hacks that can not only beautify your website but also make it more effective. Let’s dive right in!
Move Your Hero
The hero section of your homepage is the most important part of your entire website. It’s the first thing most visitors will see, and it will trigger that all-important first impression. If you fail to capitalize on it, you may never get another chance to impress the same visitor.
There are numerous ways to improve your hero. We’re going to point out a less often used solution: using a video to capture your audience’s attention.
However, be warned: the server your website is hosted on needs to be exceptional so that your loading times are not compromised. Also, the video itself (as well as the rest of the page) needs to be optimized incredibly well. If you fail to ensure a smooth user experience, the video will actually be causing more harm than good.
A website that uses video to its advantage without compromising anything is Technogym. Yes, there is a 2-second delay before the video starts. However, the video is so well edited and made that it makes up for this shortcoming.
Choose a Unique Color Scheme
Other than the hero, the first thing someone will notice about your website is its color scheme. First and foremost, you need to make sure that it aligns with your brand image and voice. But on top of that, you should also try to stand out from websites in your niche.
For instance, most eco websites have some sort of green theme going on. This is, of course, on-brand, but it’s in no way memorable. Simply by going for a different eco-reminiscent color (perhaps a brown or a muted orange?), you can make much more of a memorable impression.
A good example of unorthodox color scheme use is Spores. Their combination of grey and a muted brownish-yellow certainly doesn’t look like anything else in their space, making them that much more authentic.
Design a Stand-Out Logo
While we’re on the subject of branding, let’s also mention the importance of designing a logo that is, well, different. Finding incredibly talented designers has never been easier, with so many platforms connecting brands with freelancers readily available.
Whether you are designing your logo in-house or outsourcing the project, make sure you think outside the box. Allow for some extra creativity. Just like you tried to open up to new colors, try to go for a logo that is on-brand but not quite what your audience might be expecting.
Here’s a simple example from a small blog, Two Heads Are Smarter Than One. They’ve done a lion/lioness logo that is incredibly simple yet truly effective. It encapsulates the story behind the blog in a nutshell.
Make it Work for You
The key to web design that converts lies in adapting popular layouts to your own needs. No one will understand your audience better, and by ensuring they are easily able to find what they are most likely to be looking for and most interested in, you can significantly boost your website’s UX.
Let’s look at our example to better illustrate this point. Lydia Elise Millen’s website has been designed to specifically cater to her lifestyle/fashion audience. Her followers will want to see images of her outfits and style, which is what she features in the hero. They will also want to shop her wardrobe, and she’s made this super simple.
This kind of layout wouldn’t work for another brand, though, as it’s so specifically tailored to this one. But the idea behind it is widely applicable – make your design work for you, and not vice versa.
Endless Scroll Can Come in Handy
Depending on the kind of website you have, certain features may be incredibly useful. For instance, a news website or a blog can benefit from the endless scroll feature, whereas an ecommerce site may not.
If your audience is able to jump from article to article simply by scrolling down the page, chances are they will remain on your site longer – especially if you keep serving them content they are truly interested in.
Anglozine has done this very well, letting their readers keep reading articles from different categories. This makes exploring the blog much easier and can help a reader pass the time of day with their content.
Shorten Your Main Page
Finally, try shortening your main page as much as possible. We often come across websites that have tons of content on their homepage, trying to highlight different categories of products. However, sometimes this can be rather overwhelming, and a visitor may get lost in the flurry of information.
Instead, try shortening your main page and limiting the amount of information you serve your potential converts. Focus on one or two key points, and create separate landing pages for all the other ones.
Here’s an example from Tortuga Backpacks, whose homepage is simple, elegant, and clean. There’s just one message they want their visitors to walk away with: their travel backpack will make your packing easier.
Final Thoughts
Designing a website that converts is often not an easy task. There are simply too many elements to consider and countless variables to take into account. However, you don’t have to set out to reinvent the wheel. Just do your best to cater to your audience’s needs and stay on-brand.
Our examples have hopefully provided some inspiration, and you are not able to slice and dice their best bits and create a design uniquely your own.
