10 Tips to Boost Conversions on Your Website
By Wes McDowell
These ten trends in website design and user experience design are also visualized as an infographic at the bottom of this post.
1. Full-width images
Studies have shown that whenever you take smaller photos and replace them with something big and bold it’s kind of an interruption. People stop and take notice, and they have led to higher conversions because of it. Now if you wanna take this even further, they do recommend using images of people. Happy, smiling people. That just connects for some reason. People want to see other people. Another thing to do would be to swap out a large image with a large ambient video. Just make sure it’s not too distracting, but it can really get the point across as well. Another cool alternative to a still photo is a cinemagraph. A cinemagraph is basically a still image with one element of it that is moving. There is a lot of software out there that will help you build one yourself, and they actually look really cool so it’s something new to try.
2. Split-screen layouts
I’ve been seeing these pop up a lot lately and it’s where you go to the home page and it’s just split right in two. Now this is good if you have more than one product or service or overall category, and it’s really good to split those people off right away, as soon as you can into whichever side of the website that they will most likely convert. So it’s not going to make them convert right there, but you’re funneling them to the right spot where they’re primed to make a purchase.
3. Monochromatic color schemes with a contrasting call to action
This one is pretty easy to figure out. If you’ve got a website that’s largely black and white, or any kind of subdued color, and then you have a call-to-action (CTA) button that is really bright and pops out from it, of course it’s gonna get extra clicks, because it’s just much more visible, and that’s what people want to see.
4. Prioritized navigation
I think we all know the principle that given too many options, people are likely to choose nothing at all. In fact, they’ve done studies, and given too many options people are actually ten times less likely to convert. Those are not good odds, so here’s what you can do to fix that: Take your top couple pages that you would normally put in your navigation and put them up there, hide the rest in some kind of hidden menu icon, and then take your main call-to-action and style that as a button. When you do this, you’ve successfully prioritized where exactly you want your users to go.
5. Minimal lead capture
Any time you have a page that’s dedicated to, let’s say collecting an email address, it’s great to just have that little one form field and some compelling copy (a good headline and good sub-headline,) and that’s it. That way, they know what they’re supposed to do, and you’re more likely to get that email address.
We’ve been seeing video increase over the past couple years, and it’s only getting bigger. The main thing that stands between you and a conversion is trust. But a well-done video breaks down those barriers, and allows people to kind of get to know the personality behind the company, and what you’re all about. Videos are really great for welcome videos, or testimonials, or product demos. It depends on your businesses, but there’s always gonna be a way to use video to your advantage.
7. Sticky call-to-action buttons
It is very important whenever you have your to call to action, you want it to be visible at all times. So a lot of people will keep it up in a sticky header, so as you scroll down the page, it always remains at the top. Or you can put it in a sticky sidebar, or on mobile, I recommend styling it as a sticky footer. That way, at the bottom of the screen, you’ve always got that CTA you can click.
8. Card design layouts
This is a Pinterest inspired design, but it’s very visual, and allows people to quickly go to whatever interests them the most, and allows them to quickly rate it, or actually go to that page where they are much more likely to convert.
9. Single column call-to-action
If a website has multiple columns, studies have shown that if you interrupt that flow, and you have a single column CTA section with a compelling headline, sub-headline and CTA button button with plenty of white space around it, people will stop and take notice. Especially if the copy is good, they’re definitely going to be more inclined to click and convert.
10. Personalized user experiences
Think of sites like Amazon.com. Whenever you go to Amazon, they show you what you looked at last time. Most people don’t make a purchase the first time they go to a site, and Amazon knows that. So they will always show you the last couple items you looked at. This is very personalized, and they know your browsing habits, they know what you’ve seen, and by showing them to you again, they know they’re much closer to making that sale. So if you can use this in any kind of way for your business, it will definitely increase those conversions.
2016 Web Design Trends to Boost Conversions – An infographic by Website Designer The Deep End
The 2016 Web Design Trends infographic was produced by The Deep End Design. Shared with permission.