Article

Nick Brown
Nick Brown 20 November 2019

Key Factors to Improve Conversion Rates Using Psychology and Appropriate Web Design

A digital marketing strategy is unimaginable without the use of conversion rates. Essentially, you want to convert mere visitors into buyers and this is achieved through web design, solid content, and a bit of psychology.

 A high conversion rate is essential for any business’ growth aspiration because you cannot increase a company’s assets if the conversion rate is low. It is up to the marketing department to make magic happen and here are the psychological tricks and design solutions they utilise in order to improve conversion rates.

A special offer

With the exponential growth of online trading, there are more and more companies offering the same or similar products and services that are a click of a mouse away. It is getting harder by the day to stay financially afloat so manufacturers turn to their product to make it as unique as possible. This uniqueness gives it a clear identity that separates it from the pack and gives the marketing department the keynote feature to advertise.

A website offers a certain product or a service should be centered on this special offer that visitor cannot find elsewhere. If you come up with a novel concept and promulgate it, expect the competition to imitate your effort but you will still have the head start.

The value proposition of your product should be clear enough that a visitor can instantly discern what your product is, i.e. what it does. They must recognise the value or the solution it will bring for them and how are these traits different from the ones found in the competitors’ value statement. 

Focusing on relevant traffic

In the world of digital marketing, one thing is certain: you can generate neither leads nor purchases unless you have traffic. There are two basic strategies that involve either focusing on increasing all traffic or just increasing the number of leads relying on current but relevant traffic. How you approach the issue of traffic depends on your particular needs.

You need to examine the existing traffic by checking if you are receiving enough relevant traffic. High rates of general traffic are a positive sign but they need to include a sufficient percentage of relevant visitors. If you notice an issue in this segment, consider reviewing your pay-per-click campaign structure to increase traffic.

When it comes to the marketing budget for generating traffic, try not to waste it on false B2B leads and irrelevant traffic. This will increase your bounce rate and lower your conversion rate, knocking money out of your pocket in the process. Traffic quality and relevance should be checked consistently to confirm that they fit into the general marketing strategy.

A user-friendly design

There are countless ways in which UX and UI influence conversion rates but in general, they all come down to user-friendliness as the ultimate goal. It is best to hire quality web design services to perform these tasks for you, but here are key factors you need to be aware of.

First and foremost, you need to know the goals of your business strategy. In some cases, the conversion rate is not measured in sales, i.e. customers, but merely readers. Be sure to communicate these goals to designers so you two are on the same page on this issue, quite literally.

When it comes to more technical details, it goes without saying that the web design you settle on should be responsive and adjusted for all platforms. Responsive design is responsible both for improved conversion rates rate and search engine optimisation. Furthermore, rely on the best practice of designers’ so you would know what the user expects. 

Finally, don’t give up on web design since it’s an essential factor in increasing conversion rates. Its implementation is a trial and error procedure that requires a whole lot of testing, both from marketers and designers. This means that interface design will change several times before settling on the final version.

The call-to-action button

Once a user opens your product’s page, the call-to-action (CTA) button should openly invite them to interact with the website, most often making a purchase. This is easier said than done, as the CTA is not always easy to design and it can mislead potential clients.

This is where psychology kicks in as marketers and designers need to decide what their CTA will look like and will it be a text, button, a video clip, image or an animation. Again, the CTA should not be aggressive and bossy in any way, as user-friendliness is the leitmotif of web design.

In most cases, the call-to-action button should be placed in the center of the screen and colours vividly. Furthermore, its size should dwarf all the other features so visitors don’t become confused about the main purpose of the web presentation. Admittedly, the page should be aesthetically pleasing but don’t forget that web design serves the purpose of conversion, as the concept of “art for art's sake” has no room in advertising. 

Original content

The final step in a website’s optimisation implies the creation of original content that users will find interesting. You will increase the number of conversions by posting relevant, topical, and one-of-a-kind content that will appeal to your target audience. Ideally, the info they can find on your web presence should not be available anywhere else online. Of course, expect your competitors to start producing similar content but you’ll always have quality as an advantage. 

It is clear in the end that the marketing department has the power to improve conversion rates. This is achieved by using appropriate web design featuring a recognisable call-to-action button and psychological tricks that will convert visitors into shoppers.

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