Jake Stainer

4 Ways Website Design can Boost Sales


"Good design is all about making other designers feel like idiots because that idea wasn't theirs" ― Frank Chimero.

The mathematics here is simple, Good website design = Increase in sales.

Whether consciously or not, customers react to visuals, colors, and prefer brands with a great looking design. Website design is no different; research has shown that 75% of customers judge a website or brand's credibility solely based on their visual design.

From the website's color scheme to usability and appearance, every aspect of your website must be designed to elevate the user experience. If website visitors meet inept, shabby, cluttered, and painfully slow loading speeds, they will leave without you having a chance to showcase your product or services.

Did you know your visitors take only 50 milliseconds to form a first impression based on website design?

A positive first impression is a key to success for any online business.

With the changing customer preference and rapid advancement in technology, investing in a website design will generate outstanding sales for your business. It's the design that tells your visitors' eyes to see special offers, respond to CTAs, and identify clickable elements. All these things sum up to a visitor taking action you want.

A great website design instills trust, impacts customer experience, and ultimately affects your bottom line.

4 Ways Website Design can Boost Sales

Your website design plays a crucial role in your website's performance. Here are four proven ways of designing a website, which can drive more visitors and increase sales.

1.Remove the clutter

As the old saying goes, "It's the simple things in life that make the bulk of it." The same golden rule applies to website design. A clean and straightforward web layout design serves as a visual treat and increases the conversion rate. Google found that when the number of titles, text, and images increases from 400 to 6000, the chances of conversion drops by a whopping 95%. 

There is no point in creating a cluttered website – it's not going to yield results. Even if you have a strong product line, overwhelming the customers with too much information results in the actual message getting lost.

A minimalist design makes your website stand out in the competition. Some easy ways of removing unnecessary elements include:

  • Shortening the copy: According to Nielsen Norman study, readers scan through pages instead of thoroughly reading them. Remove unnecessary words to enhance usability.
  • Checking Ad to content ratio: Too many ads result in a cluttered site and buries the information a visitor is looking for. With 600 million devices running on ad-blockers, companies worldwide are likely to lose up to $35 billion by 2020. Use ads and content strategy such that they don't clutter your website.
  • Reducing white spaces and using as many as possible negative spaces as it draws attention to your content.
  • Keep features on the website, which serves a purpose.

Why is removing clutter essential?

Overly busy website design and too many pages correctly define a cluttered website. Removing unnecessary elements is essential due to the following reasons:

  • Reduces negative user experience
  • Increases bounce rate
  • Hampers conversion
  • Reduces the no. of visitors as overwhelmed customers are less likely to visit again

Tool recommended: Justinmind, Axure RP

2.Focus on usability testing

The black horse of boosting conversions and sales is usability testing. If your website design is hard to understand and use, your sales will never pick up. Today, in the digital world where customers require instant gratification, poor usability equates to short-lived products, and equally low website conversion rates.

85% of UX or user experience problems can be uncovered by performing usability testing on a group of just five users. The sooner you find or detect a potential problem, the lesser money you spend on fixing it.

Observing how your users interact with the web design allows you to gain valuable insight on optimization and redesigning. It's probably one of the smartest decisions, but everything comes at a cost.

That's where you require remote usability testing.

Remote testing is an excellent option when you're tight on budget, you have significantly less time, and your users live worldwide.

Why is remote usability testing essential?

  • Tests website functionality
  • Verifies effectiveness of content categorization
  • Checks the information structure
  • Discovers the frustration and pain points of the customers
  • Helps in designing usable designs and effective website structure

Tool recommended: maze.design

3.Optimize for mobile

Let's face the truth, today people and mobile are inseparable – at home, at work, at parties – everywhere.

That's one of the primary reasons for making a mobile-friendly website design. A design optimized for tablets and smartphones is the one that delivers fast and useful information.

In 2018, Google officially launched the mobile-first index, which uses a mobile version of ranking and indexing content. In the absence of a mobile-friendly website, your desktop site is used for ranking, but it negatively affects your indexing.

Did you know more than half of internet traffic shops from a mobile device?

With so much on the table, it makes sense to optimize the mobile design to boost sales. What you need is a mobile-responsive and functional design, which works perfectly on devices of all sizes.

Think mobile-first, and there will be no looking back.

When making a mobile-friendly design, focuses on the following aspects:

  • Ensure the design is optimized for smartphones and tablets.
  • Focus on using shorter Meta titles as these are easy to read on the mobile.
  • Don't let promotions or ads steal the show.
  • Give importance to content then to color.
  • Ensure easy navigation.
  • Prefer scaling images when using a mobile-responsive design.
  • Increase the website load time. With 46% of customers hating to browse on mobile due to low website load time, mobile-friendly design is imperative.

Why is mobile optimization essential?

  • Improves user experience and results in faster download speed & load time.
  • Increases mobile traffic and enhances SEO performance.
  • Easier to manage content and encourages better back-linking.
  • Lower maintenance cost.

Tools recommended: PageSpeed Insights, Mobile SEO page analyzer

4.Use color theory

How would you feel if someone gifted you a dream bike? Excited, right?

What if the bike is in color you hate, or each panel has a different color? Your excitement will probably fade away while counting the number of colors.

That's why colors have a meaning, and it imparts an emotional connection. The same holds for a website. Your website cannot have tens of colors and still expect high conversion rates. Color theory in website design is more than just a visual treat. It can result in game-changing effects.

But, with a whopping 16.8 million colors in a palette, choosing the right one for designing a website is an uphill battle.

A well-selected color scheme is a difference between a successful and unsuccessful website design. Colors that work together create harmony, whereas clashing colors are chaotic and result in a negative impression.

Here are a few primary colors and how they can affect your website design.

  • Red: strong and energetic. It draws immediate attention.
  • Orange: happy and warm. It creates a unique website and results in a positive first impression.
  • Green: positive and calm. It creates a refreshing website design and is ideal for environmentally conscious brands.
  • Blue: trust and reliability. It's a popular choice for corporate brands and invokes a sense of freshness in the site.
  • White: peace and balance
  • Violet: power, elegance, and wisdom
  • Pink: love and femininity
  • Brown: stability and tradition
  • Black: modern, mystery, and sophistication

Why are colors essential?

  • Improves the user experience, enabling them to respond to your CTA (call-to-action).
  • Assists in branding and product messaging.
  • It plays an important role in the purchase decision, with 93% of consumers giving prime importance to visual aspects before buying.

Conclusion

As they say, "Your website is not for you; it's for your users." Keeping user experience at the forefront during the design phase is the key to success.

Remember that your website is the most powerful tool in your arsenal, and a great web design is the backbone of it. While, a web design is much more than just design, it entails a visually attractive layout. It influences the way your customers judge your business.

You need to ensure your website is appealing, free from clutter, mobile-friendly, and uses the right color scheme as this goes a long way in boosting sales. A well-managed site builds trust, and when visitors trust your brand, they're more likely to buy your product/services.

And don’t forget to make sure your website is GDPR compliant because part of your customers’ experience is feeling that their data is safe with you. If visitors to your site feel comfortable sharing their data, you’ll see a related increase in brand loyalty and sales.

In conclusion, never skimp on the design aspect of your website as creating useful websites results in a thriving and profitable business. If you focus on website design, reviewing your design every year to incorporate changes as per the latest trend, your business should see a consequential increase in sales within no time.

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