If you ask me, there’s no better way to grow your business than by harnessing the power of digital marketing. Most online advertising strategies and campaigns share the following objectives:
• Increase brand awareness.
• Acquire new prospects.
• Capture interests and convert.
• Retain customers.
• Maximize revenue.
• Efficient ad spends.
While successful online advertising can drive quality traffic to your website, poor web design will bounce your traffic and offset your conversion rate. Driving quality traffic to the site and messaging to the right audience is critical. However, bad user experience can upset customers.
Without a good user interface/user experience (UI/UX) design, relevant content creative and personalized experience, it’s hard to convert even with high-quality leads. I find that improving web design is the key to improving the online conversion rate. Here are some basic tips and tricks that can take your design to the next level.
Navigating a website is like exploring a mall. A clear path, signage and a directory can guide you to what you are looking for in the quickest way. Same for browsing a site: The fewer clicks and steps, the more likely you will be to stay on the site and find what you’re looking for.
Online navigation has a direct impact on the bounce rate and conversion rate. Provide your visitors with a good path to navigate the site and you will help to push them further through the conversion funnel.
Prominent Call To Action
A prominent call to action (CTA) will guide your visitors forward to the next stage of the funnel. However, where to locate your CTA requires some thought.
First-time visitors are not ready for any actions until they learn about your service or products. You need to prepare them for the call to action and help form their desire for a return visit to your website.
Returning visitors may be more engaged with content that reminds them of what they were interested in during their last visit. A call to action near personalized content may trigger their click.
Loyal customers are often looking for convenience. They are familiar with your site and know what they need, and they want the maximum level of convenience. Identify a consistent location for a clear call to action. Avoid having multiple CTAs around the same spot. Adding visual conflict and decision points for customers will very likely negatively impact your conversion rate.
It’s important to optimize your content and your website as a whole — shorter forms, a convenient checkout process, a clear navigation path, a prominent CTA, etc. In other words, simplifying your site’s UI/UX is the key.
When designing for the small screen, less is more! Google’s mobile-friendly test is a good first step to benchmark your website. However, being mobile-friendly may not be enough to meet today’s market needs. Having a mobile-optimized site or a website with a responsive design will maximize your customer’s digital experience on mobile.
At the forefront of any digital endeavor should be your website — the virtual storefront of any organization. It is often on the company’s site that a consumer will decide whether they are impressed with the organization’s offerings or if they would prefer to take their business elsewhere. This is why it is imperative that a website be sleek, modernized, mobile-compatible and user-friendly.