Websites are an essential tool for organisations to reach vast numbers of people who can become potential customers. However, simply having a website is not enough. To drive more traffic, generate more leads, and get people to buy more, you need to implement some smart techniques that can help you maximise conversions and sales.
Whether you're selling products or services online, or simply wanting to design a better website to spread the word and create brand awareness, these 10 tips will help you optimise your website.
1. Social proof
Social proof is a powerful psychological trigger that can heavily influence potential customers' decisions. In fact, social proof has proven to be one of the most effective forms of marketing - and its free.
Displaying customer reviews, ratings, and testimonials can build trust and credibility with your audience. It shows that your products or services have satisfied customers, making it more likely for potential customers to make a purchase. You can also include social media feeds on your website to showcase user-generated content and encourage potential customers to engage with your brand.
The anchoring principle states that people tend to rely heavily on the first piece of information they receive when making a decision. You can use the anchoring principle on your website by displaying higher-priced items first, which can make the other, lesser prices seem much more reasonable.
Tell people what you want them to do. Your call-to-action (CTA) is the most critical element of your website's conversion sales funnel. A well-crafted CTA can encourage potential customers to take the desired action, such as making a purchase, subscribing to your newsletter, or joining your loyalty program. Use persuasive language and action-oriented verbs such as "buy now," "subscribe today," or "sign up" to motivate visitors to take action.
The colour and contrast of your CTA should make it stand out from the rest of the content on your website. Use bold colors that contrast with the background to make the CTA more noticeable.
4. Simple & clean design
A simple and clean design not only looks great but also makes it easier for visitors to navigate your website. Avoid using too many colors, fonts, and images that can distract the user from the main message. Use white space effectively to create a sense of balance, and make sure your website is easy to read by using standard fonts, headings, paragraphs and bullets.
A good text layout can also boost search engine optimisation (SEO) efforts. Search engines use the layout of the text to determine the relevance of the content to a particular search query. A well-designed text layout that includes headings, subheadings, and bullet points can help search engines understand the structure of the content and rank the website more favorably in search results.
Here are some tips for optimising navigation:
Keep it simple & consistent
The first rule of designing website navigation is to keep it simple and consistent. if a website has too many dropdown menus or sub-categories, users may become lost and overwhelmed, and leave the site. Use a straightforward and easy-to-understand structure that is consistent across all pages of your website. The structure should be no more than four deep.
Use descriptive labels
Use descriptive and easy-to-understand labels for your navigation menu items. Use language that is familiar to your audience and avoid using technical jargon or industry-specific terms that may be unfamiliar to the average user.
Prioritise important pages
Make sure to prioritise important pages in your navigation menu, such as your homepage, product pages, or contact page. Place these items in a prominent location and make them easily accessible from anywhere on your website.
Use search functionality
Include a search bar on your website to allow users to search for specific content or products. Place the search bar in an obvious location and make it easy to use from anywhere on your website.
5. Consistent branding
Consistent branding is crucial for creating a professional and cohesive website design. Use uniform colors, fonts, and imagery that reflect your brand's personality and values. Make sure your branding is the same across all pages of your website, including your logo and tagline. By using consistent branding, you can establish a strong visual identity that helps users recognise and remember your brand.
6. Trust indicators
Having trust symbols and logos on a website is essential for building credibility and trust with users. Trust symbols and logos are visual cues that indicate to users that a website is trustworthy and secure, which can increase confidence in the website and your brand, and encourage visitors to engage with it.
Some common examples of trust symbols and logos include security certificates, third-party endorsements, such as customer reviews or awards, and well-known payment options. You might also include the logos of prestige clients and also memberships you have, awards you have won and quality standards you comply with.
Trust symbols and logos can increase the credibility of a website by providing visual evidence that the website is trustworthy and secure. Users are more likely to trust a website that displays trust symbols and logos, as they provide a sense of reassurance and legitimacy.
7. Exit-intent popups
Exit-intent popups are a type of popup that appears when a user is on their way to leaving your website. These pop ups can be used to offer a discount, a free trial, or a lead magnet to incentivise the user to make a purchase or take an action before they leave.
Avoid excessive pop ups though - they can be very frustrating and off-putting if overly used - especially in the early stages of a user's visit to your website. Pop-up ads, auto-playing videos, and ads that cover content are all examples of intrusion that website visitors dislike and will drive them away..
Mobiles are the number one device used for accessing websites today. Therefore, it's essential to make sure your website is optimised for mobile viewing. Consider using a responsive website design that automatically adjusts to different screen sizes and devices. Also, avoid using elements that are difficult to interact with on a mobile device, such as small buttons or text. Before going live with your website, test it on a mobile as well as a computer, tablet etc.
9. Good speed
Fast loading speed is essential when designing a website for several reasons. Users expect websites to load quickly, and if a site takes too long to load, they are likely to become impatient and leave. In fact, studies have shown that even a one-second delay in loading speed can result in a significant increase in bounce rates.
Fast loading speed can also improve a website's search engine ranking. Search engines like Google take loading speed into account when determining the ranking of a website in search results. Therefore, a website that loads quickly is more likely to rank higher in search results and attract more organic traffic.
10. High-quality images
High-quality product images can make a significant difference in how potential customers perceive your products. Use professional photography or at least images that are the correct resolution. Low-resolution images that are poorly photographed reflect negatively on your brand and will drive potential customers away.
As well as standard static photos consider adding multi-image slideshows, 360-degree views, videos or even augmented reality (AR) to provide a more comprehensive and enticing view of products to website visitors.
Good website design is essential for any business looking to succeed online. By following the tips outlined in this article, you can create a website that not only looks great but also delivers a seamless user experience and achieves your business goals.
Remember to keep your website simple, clean, and visually appealing, optimize it for search engines, and use high-quality images and videos. Ensure your website is mobile-friendly, provide clear calls-to-action, and test and analyse your website regularly. Incorporating these tips into your website design can help you improve the user experience, increase engagement, and boost conversions.
By prioritising good website design, you can create a website that stands out in a crowded online space and helps your business achieve success.