A website need not only be attractive to gain that extra edge on the conversion rate. Rather, there are other areas to focus on that may play a direct impact on the improvement of website conversion rate. An attractive design will certainly have that additional edge but at the same time, easy navigation and better user experience also play a significant role in the process.
1. The usability factor
How user-friendly is the website design? These usability factors play a major role in determining the ease of operation of the website. How convenient the visitors are finding it to navigate through the website and how well their needs are being fulfilled plays a decisive role in the process. The design of the site should be such that it emphasizes usability at its core before even focusing on the portal’s aesthetics.
Here are the major factors accountable for a website’s usability:
A simple user interface
Easy-to-use navigational structure
A well-maintained layout with adequate white spaces makes reading easier
Takes the least amount of time to load
Introducing stretch layouts to fit multiple devices and screens
Simplicity in designing
Consistency is the key. If the website design is clean and consistent, it certainly gains an additional advantage on the user experience, which ultimately results in improving the overall conversion rates for the site. Experienced professionals certainly focus on this aspect while offering professional website design services to their clients.
2. A/B testing
Once the usability part is sorted, it is necessary to measure the effectiveness of the present design, layout, and other associated details. In other words, proper testing phases help in improving the overall conversion rate for a site. If you want your website to perform better and gain momentum in every major search engine, frequent testing is a must. The fact is, you need to focus on early testing phases to ensure a better development process. Also, once the site is developed, regular testing is recommended to test the integrity and operability of the site.
A/B testing is the most common procedure to test a site’s overall performance. As per the test, visitors are separated into 2 groups. Each group will be assigned some specific assignments to work with the website. Each group will have to test the website performance based on the requirements of the assignment and keep notes accordingly. Each group will certainly notice differences based on the task results. Accordingly, the quality of the conversion rate will be measured.
A/B testing will focus on mix and matching different combinations for a website. Say, for example, two different font types are used to test the conversion rate of the website. Then again, white spaces of different scales are used to test the readability of information on the sites. All these are different approaches to test the better ploys in improved conversion rates for a site.
3. Evaluating the heat-map for the site
A/B testing is certainly a highly effective way to evaluate the conversion rate for a website. However, evaluating the heat-map for a site is equally important.
A website design company strongly emphasizes on the heat-map which is nothing but the data accumulated from the site to create a better understanding of the visitors’ activities. Evaluating the heat-map will let the professionals understand the website sections where the majority of the visitors are focusing at. It also identifies those areas where visitors are least visiting. Through heat-map and A/B testing, website designing professionals will be able to make the necessary adjustments required for better conversion rates.
4. Finally, the aesthetics
As we have discussed the necessary areas to focus on, aesthetics also plays an important role in the process. The beauty of a site is going to be a factor to attract visitors. But all beauty and no brain can make the site dull and less worthy to gain high conversion rates. So, you need to focus on the aesthetics as well as usability and functionality of the site to improve the conversion rate for the same.
Speaking of aesthetics, you need to focus on the following areas:
Website readability
Colours used in different sections
Font style and size
White space presence
The originality of the content
Simplicity and ease of understanding
Quality of images used
All these factors play a powerful role in defining the overall aesthetics of the website. An experienced website designer will certainly work on these areas to ensure better results.
Final words
Improving the conversion rate of a site is not rocket science. If the basics are handled properly, a site’s conversion rate will gain prominence in quick succession. However, you need to stay alert and work intelligently towards the basics of the game. Expert minds certainly make things a lot easier and convenient.