Selling a product or service through the web is an art, or more accurately, it’s the confluence of several arts. But very few factors affect the user experience (UX) like the overall appearance of a web page. If a user finds your site to be cluttered, confusing, or slow, they’ll bounce away before they can learn about the great things that your product or service can do for them. Here are five ways that we use to improve our clients’ conversion rates.
There are a number of competing theories about the way that a website should look, and that’s probably a good thing. If there was one perfect way to make a website look fantastic, all pages would be forced to match that format to avoid losing customers, and where is the fun in that? There are a few basic truths in design that can help you avoid turning off customers and having them click away:
- Keep the appearance of your page clean and simple
- Use standard margin sizes for text and photos
- Be consistent in the appearance of your pages
- Use an easily readable font and font size
- Make sure that any photographs or animation support your message and don’t distract the viewer from your purpose, which is to convert them to a sale.
Navigation and Information Architecture
If your page isn’t well organized, it will confuse potential customers and they won’t be able to find the information that they’re looking for. On most well-designed websites, you can reach the homepage and the contact page from every other page. That means that when a user is sold, they only have to click one button to get ahold of you.
Break Up Text with Headers
The most effective web pages have excellent, well written content that delivers the message in as few words as possible. Most people skim web content to find the information that they’re looking for. By highlighting key points with headers—like we’ve done here—users can find the information that they’re looking for at a glance and only read through a few lines of text. On the other hand, if they have to read a large block of text, they’re more likely to bounce away from your site.
Use Negative Space or Whitespace
Cramped space on a webpage gives your site a busy, unprofessional look. Readers prefer the enjoyable experience that comes with high-quality content against a simple background. By using wide margins and appropriate spacing, you can keep potential customers from looking for other information sources.
Choose High-Quality Images
Your professionally-designed web page should use crisp, high-resolution images that encourage users to purchase your product, or at the very least, learn more about your business. If you’re not using original images, make certain that the pictures are available for commercial use.
Professional Web Development and Marketing for Businesses
With time, training, and a great deal of patience, anyone can develop a website and turn it into a cash-making advertising tool, but not every business owner or manager has the time and resources to be successful at it. An experienced, tested internet marketing company can help you develop a visually appealing and effective website that will get your company’s name out and help your business grow.