Our attention span lasts for only 8 seconds, shorter than that of the goldfish. It’s becoming even shorter now as content becomes more like a morsel than bite-sized. As website owners, what this means for us is we get to convince our visitors that ours is a page worth checking out in a really short amount of time. Doing it with our copy isn’t as feasible anymore, especially if a lot of people don’t take the time to browse and check the content.
But we can do this with our design.
That’s right, aesthetic is key if you want people to know that you’ve put effort on your website and they should stay long enough to see what you offer. For instance, if you look at the website design of Sitebeat SG, the first thing you see is their business purpose: a huge headline saying they provide visitors with an all-in-one website builder and a kickass slider to come with it.
However, we don’t just want a good looking website; we want a design that will convert. Here are some of the ways to do it.
Understand the goal of the website
Designers don’t just concern themselves with the aesthetic. They also need to know why the website exists in the first place. Is it just for selling products, posting articles, or updating customers on what’s happening in the company? In this way, your designer can align their user interface and user experience design with your business and website objectives.
Make it responsive
There’s nothing more annoying than trying to navigate a website designed only for PC on mobile devices. Slow loading time, zooming in just to read the text, and clicking small buttons can be an awkward experience. That’s why users are now more likely to abandon your website if it isn’t optimized for mobile use. Having a responsive website means that it will automatically adjust to the size of the screen where it is being viewed.
Know user expectations
It’s important to stand out when it comes to your design, but try not to be too unique. Remember that there are certain navigation elements to a website that users look for like the cart icon for purchasing. These common design elements are their intuition, hence the term “intuitive design” that you keep seeing in conversion articles. So changing things up drastically may affect your conversion negatively.
Additionally, you must know why people visit websites in the first place. Note that there are different types of visitors you need to cater:
- Those who want to know more about you.
- Those who already know you but are exploring other options.
- Those who already know you, who have chosen you, but are making one last check before finalizing their decision.
If you keep adding pop-up messages or making it hard to find the landing pages, then this leads to poor user experience. There needs to be a balance between conversion techniques and user experience best practices in the design.
Not all best practices work for all websites. The only way to find out if a design choice works for you is if you test it. In this way, you will know what works and have data to back it up.
Consider all of these the next time you audit your website and see how improving your design affects your conversion rate.