We all know that a systematic and structured approach can improve the performance of your website. While your site may gain the target traffic and audience as a result of good search engine optimisation (SEO), this doesn’t necessarily mean your site is achieving what it was set out to do. Is it reaching your conversion rate goals?
Conversion rate optimisation (CRO) is an important part of any digital marketing strategy. It can allow you to take the traffic you already have, and use it in a way which will make a difference to your business.
We want to help you optimise your conversion rates, so we’ve compiled a list of techniques you can use to achieve just that!
Keep it simple
Minimalistic designs help improve conversion rates, as they strip back design and content so that only the most important elements remain. With overly dramatic effects such as drop shadows and gradients being removed, a clean and simple two-dimensional design can emerge. Whilst you may think it’s best to show off with clever three-dimensional effects, a two-dimensional approach can create further space for your call-to-action (CTA), the main goal for any site.
You may already be thinking to take a minimalistic approach to your site, but make sure to remember that it’s important there still be a logic to content placement. When visitors browse on your site, they should be able to navigate easily from one page to the next. A simple way to achieve this is by ensuring your layout follows the natural human reading pattern, like the F-pattern.
When designing your website, think about how you want your audience to act. By putting yourself in their frame of mind, you can structure your website in a way that allows your audience to achieve whatever they require on your site.
A responsive design is one which works consistently across multiple devices. With increasing numbers of mobile phone users (https://www.ofcom.org.uk/about-ofcom/latest/media/factsmany), it’s more important than ever that your website is responsive. You should be providing a uniform experience to all your customers, no matter what device they’re using. If your website works across a variety of devices, then it will allow more people to use your website. For ecommerce websites in particular, responsive design is key for good conversion rate optimisation.
Sliders and carousels
Image sliders and carousels are outdated, and can really slow down your website. Large images are unnecessary distractions, and they don’t allow visitors to digest the important content, in order to fully engage with your website and offerings. Sliders and carousels can directly contribute to lower conversion rates, as people tend to pay more attention to the movement of these as opposed to the services/products offered.
Also, sliders also don’t make much sense to those navigating on your site when on a mobile device, as it’s much easier to scroll than swipe. As we’ve already discussed above, the easier it is to navigate your site on a mobile device, then the higher your conversion rates will be.
Colour can have a large impact on how others respond to your design, as they can evoke specific emotions. Because of this, the combination of colours that you choose can play a vital role in conveying your brand, getting visitors to take action, and conversion rates. Colours are especially important when forming a call-to-action, as they need contrasting hues in order to stand out.
A lot of the time, headlines can be the only opportunity to communicate a message, so it’s vital that they gain attention straight away! Create something that highlights what the reader will get out of from being on your page, be concise, and step away from the clichés! Write something that’s unique, that way site visitors will be focused on you and not your competitors.
So, if you feel you need to boost your audience, get in touch on 01792 825624 for some advice on conversion optimisation rates.