5 Tips for Designing Your Website For Conversions

A number of design trends have come and gone over the years. From sleek, multi-media Flash sites to minimalist modern designs, site owners have a number of choices on how to present their content. While these trends come and go, there is one core design principle that remains: when you make designs that are appealing to consumers, then your business outcomes will be better off in long-run.

The key to any conversion optimized design, therefore, is an effective, natural call-to-action. Whether you are selling products or offering services to prospective clients, your website should have a clear display of the benefits of your offering(s) and an easy way for the site visitor to get started:

Make it Easy for Your Site Visitors to Connect

If you are operating an on-line store, you want to make the checkout process as streamlined as possible: by eliminating fields and unnecessary forms, you make their path to final checkout much more probably. In the same way, lead-based services should allow consumers to get a call-back so they can connect with a sales person who will improve the probability of a sale. If payment occurs via your site, ensure the visitor that their information is secure and protected.

Ensure that Your Graphics Make Actions Noticeable

While it may seem like a minor detail, the actual presentation of the call-to-action can make or break your conversion rate, especially if you’re sending the visitor to another page. A simple textual “click here” no longer suffices in a multi-media world. Instead, consider clean graphics that make it clear how the visitor can take the next steps.

Use A Clean, Appealing Design

Resist the temptation to clutter your site with difficult to navigate Flash animation, and instead design your site for easy navigation. Any site should be both visually appealing to the eye, as well as having a clear navigational path.

Review Your Analytics and Optimize Your Site

While working from best principles is an important first step, to truly optimize your conversion rate, you’ll have to review your analytics data. In particular, a number of website optimizer tools, from vendors such as Google (free) to Omniture (expensive), allow you the ability to test the conversion effectiveness of different layouts, presentations and designs.

Reach Out to Visitors By Building Community

Rather than focusing on maximizing first-time visitor conversion, consider building up community-based tools such as newsletters and holding webinars so that you can build long-lasting customer relationships.

This post comes from Maya Richard, who primarily blogs about dial up internet



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Published: September 12th, 2010 by Chris Chong | Categories: Search Engine Optimization | Tags: Graphic Design, Search Engine Optimization, Web Design
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