Everybody wants to design a website that has a high conversion ratio, but as can be imagined that’s easier said than done. Such websites are not just about getting your designing right, they are also about getting your thought processes right. The fact is that you don’t just need to put on your designing shoes; you need to ensure that the shoes fit you perfectly.
I have come across plenty of websites that look good, feel good and appear interesting, but somehow or the other, I don’t feel like taking a call-to-action. I don’t feel like crossing the final frontier, if I may say so, which means I prefer remaining a visitor, rather than a potential customer.
I didn’t convert, or more specifically, the websites were unable to ‘convert’ me. That’s because the website has made certain designing errors, the kind of errors that interfere with the conversion ratio.
Let’s take a look at some mistakes that need to be avoided so that the conversion ratio of the website doesn’t suffer.
A Design Approach Driven by Images
Some designers are of the belief that a website’s design strategy should be governed by the use of numerous images. While this might be the right approach in some specific cases, it is the wrong stratagem to adopt in a majority of them. You cannot bombard a website visitor with images, and hope they are going to be impressed.
Now, let’s get one thing straight. The use of images is important in website design and very essential. But, there is an aspect to image use that you ignore at your own risk – Relevance. You only need to use relevant images. More importantly, conversion is a result of impact generation and persuasion and this is only possible if your images are relevant to the purpose of the website. If your design comes at the visitor with numerous images, then ‘persuasion’ goes out of the window, as he doesn’t have just one image to see. So instead of his attention being fixed by just one image, its distracted by numerous images and what you get is one irritated visitor.
So, use images, but with due care and caution.
Don’t immerse yourself, so much in the designing of a visually appealing site that you forget to make the site usable. There is a very thin line that you will need to tread when it comes to designing for creating an impression and designing for usability. You will need to balance the two aspects. When a visitor comes to your website, he should be impressed, yes, but what he should also be able to do is understand the website and use it in an optimum manner.
At times, I see an impressive looking website, but the navigation buttons that have been designed are so confusing that I just move on to some other site. The fact is that I am impressed but not too keen on “trying” to find my way around the site.
Focus on the world ‘try’. Your design must be such that as soon as visitors lay their eyes on it, they must know how to make the best use of it. They don’t want to try and make sense of it all. So focus on usability and avoid complexity. Don’t allow your design to obstruct the site flow.
Use your design to make a visitor’s experience of using the site seamless and convenient. This is what will lead to better conversions. Anything else will be a huge mistake.
Designing for Latest Trends
Trends come and go but what don’t change are the fundamentals of design. It is my personal belief that designers who are too ‘trends’ focused, loose the game as soon as they begin to play it. If their design has just focused on the latest trends and ignored everything else that goes into the making of effective website design, they are saying adieu to good website design.
I am not for one moment saying that a trendy website is a bad idea, in fact it can be quite profitable, but think about it for a second. Wouldn’t it be better if you don’t compromise on your fundamentals, because there is a chance that you have picked a passing trend! So, if and when the trend runs its course, you still have a pretty good website on your hands.
So what are the fundamentals that I am talking about?
Choice of the right color, readable font, relevant images, engaging graphics, the perfect to text to image ratio, etc. are the fundamentals that you need to get right. Work the trend around them and you have a highly convertible website on your hands.
Ignore it and you make a mistake that you will regret.
Mistakes happen, but that doesn’t mean you shouldn’t be careful. Even the best laid plans, go wrong, but you should take all the care you can, to ensure that your design gets its act together. The websites that are known for their high conversion ratio don’t do anything differently. They just get their basics right. At their very core, they have designs that make a nice impression, can be understood easily and make a persuasive impact.
Author Bio:- Mark Spenser is works with PLAVEB, a company that focuses on cutting edge web design and development. He has worked on a range of challenging web design projects and loves writing about his experiences on various guest blogs. He also loves chili dogs.