The Relationship Between Design and Conversion

By 23 February 2017 News
website displayed on tablet

Is the purpose of your website to look pretty or to make sales? It’s all too common for business owners to get caught up in the aesthetics of a website, but the main aim of the site is to convert – so how can you design it in a way to promote conversion?

The general awareness of conversion rate optimisation is growing, as Google has noted more searches for it than ever before. However, Econsultancy reports that only around 22% of businesses are satisfied with their conversion rates. Could the answers lie in redesigning the website?

A good design can effectively sell a product, however there are many other factors which influence conversion. For example, slow loading times can lead to aborted shopping carts, and the language used in product descriptions can also affect buying behaviour. As a bespoke creative agency we’re going to focus on how certain design tricks can impact conversions – so read on for some top tips.

  • Finding the perfect contrast

Colour contrast draws the eye, which is essential for creating interest around your product or service. There is no magic colour for conversion, however you could be onto a winner if you find the right contrast between the background colour and the text of a call to action button. Draw attention to whatever you like on the page by finding the perfect contrast of background colours, foreground colours and text colours.

  • Influence of colour

While there is no go-to colour for conversion success, several studies have proven that colour can affect buyers’ decisions. Certain colours can attract different consumers, for example orange and black appeals to impulse shoppers (think clearance stores and credit cards) while green and navy blue appeal to consumers on a budget (blue is often used in sales signs). Don’t forget the psychology of colour too which could have an impact – different shades can promote different emotions. Giving your website visitors a feeling of trust could persuade them to buy from you.

  • Call to action button

Whatever you want your visitors to do – click through to a data capture form, sign up or buy a product – you need to direct them. Your call to action button is probably the most important design element to get right in terms of conversion! Do the ‘squint test’ to make sure that your call to action button is doing its job and standing out from the page. If not, try borders, different colours are a complete new layout to make sure it is effective.

If you’d like to find out more about how web design can affect conversion rate, speak to one of our experts in digital design.

Leave a Reply