It’s the fundamental goal of any online orientated business to convert more customers and gain more sales. However, it can feel like a complex and intricate game of cat and mouse trying to understand your customer base.
Often the balancing act of reinforcing your brand awareness, offering a quality service and communicating to your customers can be overwhelming.
Many of the businesses we work with utilise specific web design techniques to increase their chances of converting a customer to purchasing some of their products. Our talented web designers use a flurry of skills but here are just some of the ways we help encourage customers to convert using website design.
Web Design Musts For Gaining More Conversions
Simple Site Design
Keeping your website simply means that the journey a user should take is easy and effortless. By simple we don’t mean basic, your website should clearly and concisely communicate your brand’s message and show your products in the very best light possible.
We all know at this point that certain web design elements cause us as users an issue. Too many pop-ups, slow loading speeds, harsh colours and overwhelming animations are some of the common pain points that put users off what really matters, your brand. By simplifying the user journey, you instantly engage a customer much more easily and send them down the right path on your site.
The user journey is as it states, the path a user takes through your website. The way in which your customers navigate your site is extremely important and is deeply rooted in the user interface (UI) of your webpages.
Ensuring that there is a clear flow and natural way to move through a page, using well placed on page elements such as calls to action (CTAs) and images where appropriate.
The examples above showcase 2 clear ways that a user will flow through a webpage on a mobile device. One clearly has wave-like elements that drop vertically on page to guide the user’s attention down to control the end result which could be products or a CTA leading to products.
Notably the other utilises negative space to draw your attention to a specific area. One filled with unique selling points (USPs) and useful information.
Easy Route To Purchase
Once the user journey is established it’s important to ensure that the route to purchase is as quick and easy as possible. This isn’t to push the idea of purchase on your customers but more to allow them every opportunity to buy your products. Highlight the fact that the products on your website are available to buy directly from the page they are on.
This means using techniques such as buy it now & One touch purchase buttons underneath hero products to make the user experience (UX) as easy as possible for your customer to purchase.
Many of the most successful online businesses are very much straight to the point when it comes to selling their products. With hero product pages having instant CTAs to purchase their items and directing them straight to the checkout page.
Landing Pages & PPC
Webpages that focus on a specific service or product really champion one group of items for example a specific line of sweatshirts. These pages are perfect for directing a customer to a very specific type of product where they are able to find all the information they need about the item they’re looking for.
This is a fantastic way to encourage a conversion as you have very clearly laid out the relevant USPs accompanied by well-placed buy it now CTAs. The landing pages once built are ideal for specifically targeting PPC Google ads at a particular promotion or product type.
Sweatshirts Landing/ Hero Page
PPC Campaign On Project X Sweatshirts
Target Existing Landing Page
Clear & Obvious CTAs
Landing Pages & PPC
Aside from the outlined customer journey above, when a customer comes across your site through any channel, it is important that they can quickly and easily understand how to navigate your website.
This means developing a UI that clearly leads somewhere at all times. Your content should work to increase your brand presence whilst communicating your products or services. Ensuring you have a clear site & category structure is crucial to your customers finding the information they desire. The smoother the UX, the more likely your conversion rate will increase.
Not only is a well developed UX good for your customers but it’s also a ranking factor for search engines. This means that by designing a good web page UI & overall UX allows the crawl bots to scan your site more easily. This will help your website rank for the relevant keywords faster and easier giving your domain much more authority in your field, thereby improving the overall SEO of your online shop.
Using Calls To Action Correctly
The key to seamless on- page navigation, good CTAs are vital to gaining more sales through your e-commerce website. From commands such as find out more to more conversion-related buttons such as purchase project x sweatshirt here. Depending on where on the page your CTA is and what you are trying to achieve with it really determines the type of button used.
Our website designers use many different types of CTAs to communicate the next part of the journey to your customer base clearly. Using techniques such as UX writing to match your brand’s personality can really help to personalise the shopping experience for your users and lead to a more comfortable buying experience.
Contact Us For More Information On E-Commerce Web Design Plymouth
As experts in website design, SEO, PPC & other aspects of digital advertising, our team is more than equipped to design a fully bespoke e-commerce website for your small to medium-sized business in Plymouth. We strive to increase your brand awareness whilst giving you a fully functional and secure platform in which to advertise & sell your products online.
Contact us to enquire or for more information on digital advertising in Plymouth.