6 Web Design Mistakes That Could Kill Your Conversion
by Al Gomez
Social media may be HUGE nowadays, but nothing beats having a website. Unlike being tied to the changing algorithms of Facebook or Twitter, your very own domain gives you full control over your business. Plus, you can post anything and anytime you want! A personalized website also lends your brand authenticity, as some people are still not open to making purchases on social media.
Owning a website is definitely exciting. However, keep in mind that it’s there to serve ONE purpose: to earn you income. Therefore, getting those elusive conversions is key to a successful website. In order to maximize your chances, avoid these top six web design mistakes that could cost you your customers.
#1 Confusing Layout
Today, it’s not enough to offer a wonderful product or service for sale. It’s also important to give your target market a great customer experience (CX). This means making it as easy as possible for them to find what they’re looking for, buy it securely, and provide you feedback if necessary. In short: keep them happy.
Unfortunately, even the most experienced web designers commit the deadly mistake of crowding a website with all types of content. When people land on your page, they expect to instantly see what they’re looking for. If you’ve made it hard for them, they’ll leave.
Structure your pages by:
- Outlining your web design and its content (for those who have yet to create a website).
- Analyzing each web page for structural errors.
- Removing unnecessary or redundant content.
- Placing vital content where users can see them immediately (usually above-the-fold).
Study competitor websites to see what they’re doing right. Check if you can implement the same principles on your site.
#2 Unreadable Texts OR Unconvincing Copy
As much as pictures and videos dominate modern content, text or copy still plays a huge role in compelling people to make purchases. Alas, some websites have the habit of putting up oddly-shaped fonts that are hard to read. While we’re all a fan of beautiful, customized fonts, too much of a good thing is also bad.
Another common mistake is forgetting to use copy that sells. There are words, and then there are ‘words’. The latter are used by marketers, advertisers, and writers to make powerful campaigns. There are just certain words and methods of delivery that appeal to the human psyche, making things seem irresistible. Including these in your website will amp up your chances of converting curious consumers.
Power your copy by:
- Choosing legible font styles.
- Selecting the best font size for easier readability, especially on mobile.
- Researching on your target market to incorporate the right words in your campaign.
Never underestimate the power of words; they could either make or break your business.
#3 Poor Navigation
Think of your website as a guided maze.
If you properly implemented the right navigation tactics, your customers should effortlessly find their way towards the action you want them to take (to buy or to subscribe). If you made things confusing, they’ll hastily take the exit route – and probably never come back. While being creative and unconventional makes your site unforgettable, it’s NOT the best strategy to use if you’re a small business that simply wants to sell.
Lead your customers to the right path by:
- Providing clear call-to-action buttons.
- Ensuring links are easily seen and lead to the right pages.
- Checking for errors, missing pages, or misdirects.
- Not being afraid of white space! This keeps a good balance between space and content within your site.
Being straightforward, both to your audiences and to your goal, should reflect on your site’s design. Speaking of navigation, this brings us to the fourth deadly design sin…
#4 Missing Search Box
Sometimes, your website visitors would want to search directly for the information they need. They don’t want to use your carefully executed navigational links anymore. Offer them this alternative with a search box. Extend the gesture with advanced filter options for target results. Another benefit to having a search box is quicker answers, especially if you have a large inventory.
Websites that fail to include this feature usually turn off customers looking for specific items or info.
#5 Too Many Colors
Picking the right color schemes for your website is like a balancing act: on one hand, you want these shades to make your site visually-appealing; but on the other hand, it’s tough to stick to just one color combination. Remember: colors play a crucial factor in web design. They help highlight links and buttons, support a brand’s overall appeal, and even enhance a customers’ overall web experience.
Follow these golden rules when selecting your website’s official colors:
- Limit your palette to about 2 to 3 colors only.
- When in doubt, choose ONE color and then try different shade variations.
- Colors in your brand logo can also be utilized for added impact.
- Use free online tools like the Adobe color wheel as your guide.
In general, they should make a statement as well as complement the overall theme of your website.
#6 NOT being mobile.
In this day and age of smart devices, you can’t afford NOT to go mobile. According to Google, 82% of smartphone users turn to their portable gadgets before making a purchasing decision. Their phones have become their shopping assistants. Taking advantage of this opportunity will increase the chances of conversion – simply by being present where your customers are.
It’s not enough that your website is mobile-friendly though. Speed is also an issue. Make sure your pages load no more than 3 to 4 seconds, and that you have all important content in place. Do you have a large inventory of products or services? Perhaps you should consider having an app that customers can conveniently download. This strategy would definitely put you one step ahead of your rivals.
Kill Site Issues – Not Conversion!
Regularly performing site checks is a good way of ensuring that everything runs smoothly. Don’t forget to update important content such as your contact information or blog. If you’re still not getting the desired conversion rates, carry out a few tests to see which aspects of your site needs improvement.
Don’t know where to start? Consult a specialist about your problems. The more you delay, the less you earn. So start nipping those web design problems in the bud before it kills your profits! Ask a digital marketing expert today.
December 21, 2017