Basic Web Design Aspects that Influence Conversion Rate
Your website is an extension of your brand, an expression of your business and industry. It comes naturally to want to present the best image possible to the audience. A good web design can make the difference between a potential customer spending time and money on your page or a visitor stopping by for a brief moment, leaving after a short visit.
To make sure that your web designer understands that, I recommend reading this post to learn some basic aspects of website design. Thus, you’ll manage to facilitate the communication and eliminate the frustration of unsatisfying results delivered by your designer.
Statistics show that 90% of internet users are using multiple screens simultaneously. Also, when they visit a site that doesn't load properly on their handheld device consider that the business simply doesn’t care about them.
We can all agree that usability and mobile responsiveness play important roles in website design, but there are many other factors to consider. Here are some key aspects that concern the basic web design concepts that influence sales and conversion rates.
The use of color increases brand recognition by 80%, but which color is the most appropriate? This is where color psychology plays a valuable role in web design. Look at how these colors influence different people and their perceptions associated with these hues:
BLACK: - The absence of light, is actually seen as manly, sleek and luxurious. Usually promotes wealth and marketing to high-ticket items.
RED: - A strong color that grabs attention, even raises the heart rate. Often associated with stop signs, it tells consumers to stop and pay attention.
YELLOW: - Seen as youthful and optimistic with a positive effect. Think of the bright, yellow, smiley face symbol as this color as it usually markets towards children.
ORANGE: - An aggressive color used commonly as a call to action, buy or subscribe.
BLUE: - Associated with trust and security, the majority of people’s favorite color, often seen with banks and financial institutions.
GREEN: - A calming shade most commonly associated with money or wealth. It is also the color most quickly processed by the brain. Schools and other institutions often paint their walls this color.
PINK: - This feminine hue is usually used to promote women’s products and marketing towards young ladies and girls.
PURPLE: - Another soothing shade often seen with feminine lines, anti-aging products and promotions.
It is important to test the placement of these different colors often, A/B testing is one of the most popular methods, where one example is pitted against another. Results are examined and appropriate changes are made with those showing the most engagement and sales.
Using psychology in web design promotes a better understanding for web visitors and also helps to guide them into making decisions that we are expecting from them. While psychological triggers like fear or hate are powerful motivators, conversely eliciting strong values, a sense of community and acceptance are equally moving.
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Space and typography are key influencers in web design. An unobserved element that makes the visitor wanting to stay more on the website or leave it could be the space between paragraphs on a page or the margins or the font size.
No matter what, you should know that your website is responsible for sending messages from the company to your audience. Consequently, basic web design knowledge about how web elements influence decisions regard the fonts, margins, spaces and so on. Make sure to ask your designer about them when giving the brief.
Using images to reinforce concepts is another important aspect of the design process that also captures attention and evokes positive emotions. Properly placed, sized and optimized images with a relevant tie-in to the topic, product or service will also increase viewing and engagement rates on a webpage. This will ultimately lead to more sales and conversions.
When visitors land on a page, they expect to see certain things regardless of what type of site they are visiting. They are looking for familiar things like the about page, contact link, familiar icons and easily recognizable buttons. Without seeing these, the user is likely to think that he is in a foreign land online and will quickly go elsewhere to more familiar grounds.
Example of DON’T: let’s say you’re a large construction company and the big boss wants to put images of heavy machinery next to links and common pages, like the contact page or email access. Having a bulldozer next to some text that says “email” will be confusing to the user even if it is relevant for the industry.
By properly encompassing these basic strategies in effective web design, you can make sure that your website won’t scare your visitors. Being aware of the basic web design knowledge will help you ask for specific results from the web designer. Therefore, you’ll manage to increase performance within the marketing department and have more relaxed meetings with the boarding.