When setting up a business website, it’s crucial to converting your visitors into customers. So once you’ve identified your primary goal for the site, your main focus should be how to maximize your conversion rates.
For you to achieve the best conversion rates, it’s crucial to avoid the most common mistakes that can hinder your website’s ability to convert web visitors into leads and customers.
That’s why it’s worth it to invest in high-quality web designing team. Working with a team of professionals that have the expertise will guide you in all your web design needs, from a simple web redesign to creating a brand new site.
Now, to avoid committing the same pitfalls, we’ll discuss the ten web design mistakes that can kill your conversion rates.
So, let’s go over them, shall we?
Unclear Call to Action
CTAs sums up your conversion power in a single button. Here are the key elements and ideal CTA should have:
Color: The CTA button should stand out from the background so that it could quickly grab the viewer’s attention.
Design: Try to keep your design practical, yet simple at the same time.
Size: The size of your CTA should be large enough to stand out, yet small enough to be inviting to your audience.
Shape: Buttons should be rectangular, and enclosed in whitespace.
Location: The CTA button should be placed near your proposal and as the next logical step to the buyer’s journey.
Language: The type of writing that you must use must create a sense of urgency. Use a first person, timing words, and the active voice to achieve this.
Length: Keep the entire body of the CTA short and sweet. Ideally, you wouldn’t need more than 60 characters.
The key in CTAs is finding the perfect balance. Your choice of color, design, and copy should still largely depend on what your audience prefers.
You also need to study their purchasing behavior and psychology. That way, you’ll get to understand what fonts, colors, and shapes work best for you. You can test it a few times so that you’ll know what are the ones that give the optimal results.
Using weak or common images
Remember that the choice of image of your website should be timely and pixel-perfect. Initially, you might think of this as something that most web designers will get right, and you might be surprised that some of them don’t pick the right images for their site.
It’s a huge mistake of course because using weak, irrelevant or common images doesn’t resonate with your site’s purpose, or with your visitors. As a result, it hinders conversions.
Slow page speed
Nothing will kill your conversions more like having a website with slow load time. Here’s the thing ‒ nobody has the patience these days to wait for a page that takes forever to load.
In a survey, almost half of users expect a site to load within 2 seconds or less. If it takes more than three seconds, they abandon a site.
There are a lot of reasons that contribute to slow loading time, and the most common are:
- broken links
- bad coding
- use of too many plug-ins
- images are too large
- excessive use of flash
For you to decrease your page load time you have to:
- optimize images
- reduce HTTP requests
- minimize 301 redirects
- use server-side caching
Not Updating The Site
If your website is designed years back, then consider upgrading your existing design. With the emerging technology these days, it becomes easier for you to improve your design with new features.
The thing is, nobody wants to be in a site that hasn’t been updated for years. So if you’re receiving massive traffic in your site, but you’re unable to keep them, then all of it is wasted on nothing.
Chances are, if you have an old looking website, visitors will click away and move on with more contemporary looking sites.
So to keep your conversion rates alive, having a modern looking website is vital.
Unable to Distinguish Between Attractions and Distractions
The wrong use of design elements distracts visitors from your site message. Similarly, the uncontrolled use of a specific design element easily confuses a visitor.
Chances are, visitors are more drawn to less critical aspects of your site pages because of the wrong placement of particular elements. You might also have surrounded important visuals and buttons with irrelevant images that tend to distract their attention.
Therefore, when it comes to your design choices, think carefully. For instance, you might be convinced that a large background image on your homepage is an excellent idea. However, if it just interferes with the entire eye-flow, then you shouldn’t use it.
Choosing Style over Substance
Selecting an aesthetically pleasing design might seem like a good idea, but does it deliver your site’s message with impact?
Don’t just choose design elements just because you think that the design is “cool.” Instead, ask yourself ‒ does it meet your design standards? Will it result in better conversions in the end?
Not caring about SEO enough
If your site is experiencing a decline in conversion rates, then one factor that you must look at is your SEO. SEO optimizes your web pages and content so that they appear on search engines when users search online, using related keywords.
That’s why it’s crucial that you do keyword research that’s related to your niche. Also, see to it that all your webpages are meeting your web visitors’ needs.
When choosing a design for your site, it’s crucial that you remain consistent. For instance, if your content, headers, etc. have different characteristics and lack a sense of unity, then it’s going to look bad on your end.
For instance, if you use a blue subheader on one page and use another color on the other pages, it’s distracting. While it’s still possible to mix and match a couple of elements, it still has to be done consistently.
If you fail to maintain a consistent styling throughout your site, then you might suffer a negative reputation in the long run.
Social Media Unfriendliness
Social media is there for a reason ‒ it’s there for you to be social. So have you included social sharing buttons in your site yet? Have you started on a blog?
Your site design should be structured to be social media friendly. It means that visitors can easily share your content on social media.
So it’s time to bring on the social media experiences in your site in a variety of ways. Doing so improves site engagement, attracting more traffic, and boosting your conversions.
The Bottom Line
If you have committed any of these ten website design mistakes, then it’s high time that you consider a brand new design. Keep in mind that excellent web design is a must for any business because it attracts customers, and assists you with your search efforts.
You can also use the points we’ve discussed as your checklist so that you can fix these mistakes now and avoid committing them in the future. Remember that even a simple mistake has the power to ruin your conversions in the long run.
Kenneth Sytian is the CEO of Sytian Productions a web design company in the Philippines. He has been designing websites and developing web apps for more than a decade. He is regarded as one of the top influencers in web design and development in the Philippines.
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