How Website Design Effects Conversion RatesPosted on 12 Jan by

How Website Design Effects Conversion Rates

If you have ever been impressed with a website, most likely it happened because it was simple, easy to navigate, and easy to obtain the information that you were looking for. There are over a billion websites that are live on the Internet today and each of them has been created with the aim of providing you with some information or the other.

Good website design is a prerequisite to successfully conduct business on the web. From the viewpoint of the prospective client, the design of a website prompts the user to decide whether to conduct business with you or not within the first few seconds of having landed on your page. What is it about the website design that is going to convert the prospect into a client? Let us look into a few factors.

Simplistic Design:

Good website design is all about combining the best text and graphic elements to convey information to the user. It is a good idea to stick to a simple design, devoid of extra ‘features’, to optimize conversion rates. However, stripping down the essentials to even less than the bare minimum does not get you anywhere.

First Impression:

Studies have pointed out to the fact that the prospect decides in the first 0.05 seconds whether or not to continue viewing the website depending on the visual appeal. This gives 0.05 seconds to a website designer to make sure that his/her website looks good. These studies also found out that more than 90% of the judgments are made based on the design that creates trust in the mind of the user. Over 75% decisions are based on the credibility factor about the business that the website manages to create. It is also a clear fact that over 80% of the users do not return back to a website that they have not liked in the first place. Therefore, give visual appeal its due importance.


As a website owner, never make the mistake of assuming that users are likely to access sites from only one type of a device. In these days of smartphones and tablets, prospects are more likely to access websites from these devices when they are on the ‘go’. There should be provisions by which your website has the capacity to resize itself and still provide all the relevant information in an attractive visual format. Design your website to be device compatible. It pays to do that.

Logical Structure for Content:

Even with the best design and content, the website may not be appealing if the content is not logically placed in the website. The navigation has to be easy and natural. Some knowledge about the human reading patterns helps to design the content layouts. It is worthwhile to pay some attention to the action that you would want any person reading the content to take. The website design that strives to do this in the most natural manner scores high in conversion rates.

Effective Content for Conversion:

Any website with stunning visuals looks good. But, that is not all. If the content is not good, everything falls apart. Write content that is apt for the website. Any website content that sells party goods is going to be vastly different from the content written for car accessories. The target demographic is different for every website. This has to be kept in mind always by the content writer to affect the best conversion rates. It is a good idea for the content to project the benefits that the person who takes the action will get. Always start with market research before penning the content. This goes a long way and serves to increase conversion rates.

Taglines, headlines and slogans that you place on the website must be customer-centric. Content should be keyword-rich but not keyword stuffed. This engages the audience to the extent that it persuades them to take action.

Calls to Action (CTAs):

According to industry experts, call-to-action is most effectively visible when there is no overcrowding on the website. Placing the call to action near the top of the page or at the end of a few paragraphs is seen as effective web design that supports more conversions. It is important to get very specific with the action that needs to be taken when using CTAs. Go all out to make the mental connection that urges the person to take immediate action.

Colours and Conversions:

If you believed that colours play only a small role in increasing conversions, then you are wrong. Colours evoke emotions and they do that strongly. Anybody that wants to buy something makes an emotional decision. The right combinations of colours, therefore, serve to optimize conversion rates.

As an example, it is better to colour CTAs in deep contrasts so that they stand out from the rest of the text. Industry standards should be kept in mind when assigning colours. Error messages can be and usually are displayed in bold red colour.

Relevance of Fonts:

Next, it is about the fonts. Some fonts just cannot be put on websites. Flashing text is not taken well by viewers. White on black is not a favoured combination. The line height defines the clarity with which the fonts appear on the website. If you use the wrong fonts, users can skip your website completely. People like to use and choose from websites that create the best experiences. Therefore, remember these points if you want to increase conversion rates.


People like visual content. Big images load slowly and too many images can crowd the site and tire the eye. It is better to use photos that you have shot than stock images. Infographics are currently very popular. So are illustrations. Displaying key information in a humorous way is a method to impress visitors to the site. A full-width image serving as the main website picture is always good.

All these suggestions will help you to build a good website. This list is not exhaustive but you know what you like in a website and what annoys you when you browse through other websites on the net. Design yours keeping these aspects in mind.

This resource was published by
12 January 2018


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