Once a web design is launched, the next step is a continuous process of constant analyses, optimizations and improvement in order to maximize conversion. Whether through data, analytics or user testing and feedback – leveraging these findings is essential to fine-tuning a website to deliver the conversions and minimize bounce rates.
With a website design already in place, optimizing design elements, copy and messaging is a relatively process-driven activity that can provide a boost across multiple areas of the domain.
Web Design and Color Optimizations
According to a KissMetrics psychology of color report, it takes a mere minute and a half for a customer to form an opinion about a product and roughly 75% of that interaction is determined by the color of the product alone. Of course, color choice goes beyond product and a keen focus should be placed on color choice for call-to-action buttons and navigation elements as well as overall design aspects. Keeping it “on-brand” is equally important by optimizing secondary color pallets is recommended.
Website Headlines
With users’ attention at a minimum, websites must take advantage of the few seconds they have to grab the notice of their users. In the hopes of turning these prospective customers into brand advocates – headlines should be direct, focused, clear and memorable. Text, rather than graphics, will work to convey vision and tone – and should be designed to align with the brand but given as bold a treatment as the visual look and feel will allow.
A/B Testings of Calls-to-Action
Providing prominent calls to action throughout the pages of a site is effectively solving problems for the user. By telling them exactly what they will get or asking them questions about why they came to the website – the business is giving the user exactly what they need when they need it most.
White Space
While the design itself does not need to meet the minimal or simplistic guidelines, white space is beneficial for every aesthetic and business type. Too much imagery, content or calls-to-action when arranged too close together can feel cramped and downright displeasing to the user. Additionally, too much information all at once can confuse a visitor and increase the chance of them leaving the page and site altogether.
Support
Particularly for e-commerce or service-based business, users feel much more comfortable knowing that customer service is always available. Whether making a toll-free number readily available or enabling online chat support – even if the service isn’t used, users feel an increased sense of trust knowing the option is there.
Social Proof
Traditionally testimonials have done the trick in providing insight on how previous customers have experienced the business or product. While they are still effective, social proof has come a long way, encompassing review and opinion opportunities across platforms inclusive of social media and services that develop communities around brand experiences.
Qualifiers and Trust Signs
In any given industry, doing business requires certain certifications that can be general or specific to the area of expertise. Displaying these qualifications as badges, which many companies or agencies will provide as a part of the partnership – extend a great deal of trust to a user coming to the site. In addition to security badges which are an unspoken requirement for most e-commerce shoppers, trust badges from social proof sites and award seals can move users to conversion without a second thought.
In addition to increasing sales, implementing new web design elements and initiatives can lead to the acquisition of new customers, downloads or requests for information and an overall uptick in viable lead generation.