Web design best practices are the key to higher conversions. Visitors know how to judge a good website from a bad one, and if a company’s website is not up to standard, it can leave them feeling frustrated and confused, which you do not want.
Here is a list of 3 web design best practices your business can implement for higher conversions, greater success, and optimization of leads:
If you are utilizing Google ads or Facebook ads for a campaign, the easiest way to lose visitors is by directing them to your homepage. Take this scenario, for example; your company launches a campaign surrounding a new line of skincare products containing new patented technology. An interested consumer clicks the ad to get more information but is directed to a homepage. They have to search around to find information about the line which leaves them feeling frustrated and the company ends up losing what could have been a sale.
The best way to avoid this is by implementing landing pages for each campaign. A landing page is a standalone page accessible by a consumer who clicks on your ad. The goal of a landing page should be conversions in the form of a call to action (CTA), whether this is to subscribe to a newsletter, book a service or purchase a product. A landing page should refine the campaign to increase conversion rates.
For some helpful tips, see Hubspot’s guide to landing pages.
Call to Action
The first goal of a website is to attract the company’s market, inform the viewer and build awareness for your brand. However, the end goal of a website is to entice a viewer to complete an action. A call to action (CTA) induces a viewer to perform a specific act, which leads them towards the next step of becoming customers. The call to action is in the form of a clear directive such as “Buy Now” or “Click Here” or “Subscribe which tells the visitor the next steps and guides them along their customer journey.
“They should be positioned in an appropriate place in the layout that makes sense for the target market. For example, a “Learn More” button may be placed higher in the design, while a “Contact Us” form may be placed towards the bottom of the design when the visitor is more educated about a brand or company.” A CTA may not always immediately generate a sale or a conversion; however, it ensures that a visitor will spend more time on your site and possibly become a customer in the long run.
The ease in which a visitor can find what they are looking for on your website, the better. Visitors expect navigation to be minimal and simple so that they can find what they are looking for without feeling frustrated. Here is a list of best practices to optimize your website navigation:
- For sites with a lot of content, search bars are recommended so that visitors can search up precisely what they would like to see.
- Limiting the navigation menu to 4-6 options allows the website to appear uncomplicated and minimal.
- Contact information is usually placed in the right-hand corner of the website to increase visibility.
- Breadcrumbs are ideal for websites with a lot of content, for example, eCommerce websites in which a product may have various categories and subcategories. Breadcrumbs allow the visitor to navigate to the previous page or navigate to a specific category.
When visitors can access the information they need quickly and efficiently to make an informed decision, they are more likely to convert. Therefore, the navigation of your website is a significant factor in the success of your business overall. A best practice is to keep the navigation bar simple and organized in a way that visitors can quickly determine what information they need. Adding links to your footer as an added navigation option is also helpful as it reduces the feeling of frustration when they do not have to scroll up and down to locate the information they are looking for to stay engaged with your content.
Everyone loves a beautiful and aesthetically pleasing website, but functionality is critical. Successful websites must merge smart design with a positive user experience. The web design should ensure that customers feel at ease and feel that your website is credible enough that they will engage with it more and lead to conversions. Implementing these best practices as a marketing tactic can significantly impact the success of your company as your website is what represents your brand.