Web Design: Issues to Avoid and Improve Conversion

What is a profitable web design? How do you make your online marketing activities more valuable? People are often confused by the fact that wide brand exposure (reflected in ‘click-through-rate’ and ‘impressions’ in ‘AdWords’ Quality Score) means they are doing a great job in generating leads and therefore see it as a positive return on investment. However, these ‘leads’ don’t always lead to an increase in email subscription or sales. In other words, getting more traffic to your website does not always mean generating the right leads and more importantly, converting them into actual customers. You will find a lot of tips and tricks on overcoming these issues, while the following three important ones are often ignored by many business owners.

  1. Smaller changes contribute to bigger conversions.

What are conversions? You may have the misunderstanding that only subscribing to a newsletter or making a purchase a ‘conversion’ happens. This is simply not true. There are a few examples of smaller conversions that play a big role in overall conversion:


Conversions Related to Navigation:

When people click on to a website and find products that they are interested in, they may want to view a detailed product description through the link of the product page or apply for a free trial. These ‘micro’ actions should be noticed as people who view product descriptions and use the trial have a stronger purchase intent.

Conversions Related to Interaction:

Businesses are paying a lot more attention to interacting with customers today to strengthen the user ‘stickiness’ and loyalty.

Customers smaller actions, like just adding a product to the cart, watching a promotional video, clicking ‘like’ on a social network, etc. should be considered. It is beneficial for businesses to improve the customer experience in these activities through web design focused on conversion.

Conversions Related to Engagement:

Some visitors just click a link and leave when they do not find the content they need or looking for. Others may find what they are looking for, however, due to the lay out and the way it is presented, they can often leave because they are simply bored. Therefore, it is important to monitor the level or engagement of visitors, like the time on site, number of pages viewed, visit frequency, etc to get a better understanding of how users are actually behaving whilst on your website, giving you the data to make adjustments where needed. 

Although smaller conversions don’t always result in bigger conversions, they should be mapped out so you don’t miss any possible opportunities to convert them to real customers.


  1. Personalized experiences direct users towards final decisions.

Tailoring your content to various customers based on their particular characteristic and preferences helps to break down the complexity into insightful and give them a better understanding of who you are and what value you are providing them as a business. Moreover, it is an effective way to target different customer segments.

Customizing web design for different ‘buyer personas’ allows them to select their experience that works best for them.   For example, let’s say that you sell stationery. Your website visitors might include white-collar employees, undergraduate students, primary students, etc. Are you serving any of them well if you give them an identical user experience? The answer is, most probably not. You should design your website based on customer characteristics and demographics.


  1. Design trends drive expectations and conversions.

You may think that web design trends usually mean that a lot of websites look similar, however, this most definitely is not a bad thing. The reason behind trends is that they actually meet users’ needs and habits, which is why web design experts need to stay on top of them. Popularity is an indication that many people respond with trends in a positive light, whether you like it or not.

This doesn’t mean that you have to embrace every new or emerging trend in the web design industry, but you may, as a result, risk losing potential customers because your website does not contain the trending web design elements they have been exposed to and therefore expect.  Always ask yourself the following questions in your design:

  • What information is too difficult for someone to find?
  • What do I want users to perform when on my website and how easy is it for them to do it?
  • Do the visual elements on my page help with UX?

If you know web design trends well and choose those fitting your website and overall business strategy, visitors may linger longer and you will therefore generate more conversions.





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