Quality website design translates into better conversion of viewer to buyer. Websites that fail to produce conversions waste time, funds and mental resources. A December 2011 survey indicates approximately 366 million total websites available across the World Wide Web. Even when not seeking the same market, the competition seeks to capture visitors that could otherwise be counted among your customer base.
According to the U.S. Census Bureau, over 27 million businesses operate in the United States (1). This count does not include governmental and tax-free organizations. Each website is designed to gain top rankings in search engines, consumer support and an efficient cost-to-conversion success rate. However, the path to success demands a purposeful and continuous course of action. For example:
Visitor statistics from the Data Government website reveal a daily average of 3,469 unique visitors (2). The site, after almost five years in existence, has 696 Facebook shares, a Google page rank of 9 and an Alexa rank of 95917. These ratings do not come cheaply or easily. A 9 in Google page rank implies that everyone wants you. It sets your website on a par with Amazon, Apple and Yahoo. For comparison, consider that the average website hits a Google page rank of 3.
Page ranking has much to do with your position in Google search returns, yet business success equals page rank plus quality content for holding visitor attention and calls to action that motivate visitor conversions.
Traffic minus conversions equals website design failure:
Yet website design is not all about visitors and page ranking. Focusing on visitors rather than conversion leads to the same dismal end result – no sales. Traffic without conversion is almost as bad as no web presence at all. Websites that lack conversion performance, even though they may draw a reasonable flow of visitors, include reasonably interesting content and offer interesting visual appeal, eventually prove non-profitable.
Quality website design incorporates layout, content and usability into a precision-focused conversion machine. Upfront identification of your products or services, your support and contact information and a clear description of what makes your services or products valuable to prospective customers enables the conversion tools to perform as planned. Profit leads to greater investment into site development and promotion. Move visitors are attracted. Page rank increases. Even more conversions take place and the profit keeps on climbing.
Best practices for website design and high conversion rates:
Effective web layouts push essential information front and center. By setting the details that make your website design vital to your visitors at the top of your web page, you set a hook to keep your visitor on your website. Statistics prove that 80% of your visitors will spend their viewing time above the fold. The “fold” represents visual digital real estate the can be viewed without need for scrolling the page.
Here are the key points to remember:
1) Create Fast Read and Decisive Information – Make certain that your visitor can instantly determine the focus of your website. Give them something that makes hanging around a worthwhile venture. The content should be easy to read, eye pleasing and designed to encourage deeper digging. Use white space to your advantage.
2) Highlight Your Product or Services – Need to know information includes what your offer and a quick showcase of features and benefits. Bring about an instant urge to purchase. Provide enticing and visually appealing reasons to make a purchase decision. Remember: No one enjoys searching for details.
3) Calls to Action – Quality website design encourages visitors to take a predetermined action. Place strong calls-to-action throughout the pages. Make the call explicit, but never assume that the visitor will respond to a single call. Each doorway must press to move the visitor into a conversion mindset.
4) Be Consistent – A consistent look and feel establishes a sense of purpose. Great web design uses the same scheme and color throughout the site. Images and layout should maintain a clean and polished look. Drastic changes in website design distract visitors. Never permit graphics or content that generates a sense of confusion. First impressions captured your visitor’s attention. Don’t shift gears in the middle of the project.
5) Define Clear Goals – Effective conversion depends upon efficient display of your business goals, your support force and your services and products. Always provide visitors with a clear image of your company, your goals and your interest in them as a visitor and a customer.
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