Website design is crucial to conversion optimisation as it is what the visitor experiences when landing on your page that will determine whether they will be more likely to make a purchase make an enquiry or subscribe.
Many web designers build a website that may look amazing, but actually lowers the conversion rate. So we’ve provided a list of the most common conversion mistakes that we at Conversion Labs often come across. Avoid these mistakes or fix them – and improve your conversion rate dramatically!
A call-to-action is a button, banner, box or graphic that is encourages a visitor to click and continue through the conversion sales funnel. There are websites that have been so poorly designed that there are no call-to-action buttons visible at all and thus, once the visitor lands on the site, is not prompted to take any action at all resulting in a the loss of a potential customer.
A poor call-to-action button is better than none at all, but this doesn’t necessarily translate to better conversion outcomes. For example if your call-to-action is “below the page fold” which means the area that the visitor see on their browser before they have to start scrolling down, this could be killing your conversion rate. To avoid this, all you need to do is ensure that the button can be seen above the fold.
Also if your call-to-action is not clear or has a wishy-washy purpose then your conversion rate could also be affected. Does the call-to-action button stand out from the page, in a bold contrasting colour? Is it too generic? For example, using the term ‘Call Now’ doesn’t work as well as ‘Call Now for Your Free 30min Consultation’.
Websites needs to be designed with uniformity and consistency or a visitor will immediately be turned off when they land on your page. What is happening further down the page should have some connection with what is happening at the top of the page. The font, font size, text, colours, images, graphics, banners and call to actions should come together in a way that reminds the visitor why they are there to begin with!
Some websites are so amazing to look at with interactive images, animated graphics, sliding banners and so on that you would think the web designer is going for Cool Website Design Award! Some designers forget that the design still needs to be usable. Too much going on can cause a visitor to lose track of why they were there to begin with and distract them from your call-to-actions which is meant to prompt them further along down the conversion funnel. So avoid a visual circus on your website and keep your web designer to the task at hand – conversions!
No Cross-Browser Testing
You’ll be surprised how often we find websites not being tested for functionality and appearance across all the major browsers. If a website looks poor or isn’t working the way it should, this has an impact on conversions. Make sure you do cross-browser testing using tools such as BrowserStack and ensure that your website looks uniform across all the major internet browsers including Firefox, Safari and Internet Explorer.
Online reading behaviour is different to normal reading behaviour. Website content that is straight to the point, shorter sentence structure, bold headers and bullet points work well for online users. Long blocks of content can cause a visitor to lose interest and move on from the page. So stick to content that your visitor will easily connect and engage with and remember that less is in fact more!
Find out how ConversionLabs have helped countless Australian businesses to improve their online sales leads, enquiries and overall conversion rate by calling us now on 1300 807 808!