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Is your current Web Design pulling down your Conversion Rate?

Hi there.

So, you have a website. You spend alot of money engaging a company to design and develop it. You then spend a huge bomb of money marketing your website. You do get alot of traffic to your site but you feel that the conversion to actual sales is lacking. Do you think your current website design is affecting or pulling down your conversion rate? The thing is, have you tried putting in a different design or a different landing page to test?

If you haven't try, you never know.

Do you know that by making the smallest of changes on your website, it could mean a whole lot of difference to your pocket. Don't believe it? Take a look at some past case studies on conversion tracking using data intelligence:

When you change a button's color from green to red, it led to a 21% increase in conversion rate! This is huge! Soocial also experienced a 4.2% increase in conversion just by changing its site text from "Sign Up" to "Sign Up: It's Free." In fact, they're still doing testing on their main site. If you visit their page now, it now reads "Sign up for free!".

Unless you do various testing of your website's design, (or for that matter, if you engage a digital agency to do it for you), you'll never really know which piece of your website is pulling down your conversion rates. Like anything in life, the first step is the hardest. Take the step to let go of your current site design. Plunge in (calculated risk) and see if it works. If it doesn't, what's stopping you from changing back?

1) Let go of your emotional attachment

Yes, that web design may have been on your site since you started it 3 years ago. You're so emotionally attached to it because that website made you $x. But you know what? Its probably time for you to give that design a rest. Let it go. The color scheme, website content, font type, font size and etc are just emotional burdens. You like it but that doesn't mean this is currently performing at the best level for you.

Nothing is sacred without limits.

If you are unable to step back and be really objective about your goal, then it's time to bring in the professionals. Hire a professional SEO company that can provide you with an effective, honest and affordable plan to get your website back to where it should clearly be. The digital marketing experts should be able to clearly identify some common spots on your website and they'll probably also suggest some changes to you without any emotional attachment.

2) Have you tried Google Website Optimizer?

You should get yourself extremely familiar (or at least comfortable) with the Google Website Optimizer tool. It will be your best friend in no time. Did you know that this tool allow you to experiment with 2 different site designs by sending random traffic to both sites and yet being able to report the thorough analytics?

If you're looking for a simple control over your current design versus a tweaked design (variable), then you should probably choose the A/B experiment.

Looking for something more fun? Try the multivariate experiment! :)

3) Look for common optimizers

The best part is, you do not have to start from scratch, from nothing.

You can follow the improvement other companies have made and take the cue from there.

In a nutshell, iClick Media Pte. Ltd. suggests that you can do the following and also list down, the possible improvements you can get.

  • Add an arrow to applicable buttons can lead to a 20% improvement in your conversion rate.

  • More than 50% of the top Internet retailers use “Add to Cart” over other popular purchasing messages, including “Add to Shopping Bag,” “Add to Shopping Cart,” or “Add to Basket.” Don't ask us why, it just works.

  • Bigger buttons are better: We suggest having button sizes of at least 225 pixels by 45 pixels.

  • Adding security trust badges, such as those from Verisign, can bring a major boost to your conversion rates.

If you're not sure, strip your website down to its most basic purpose: to direct and funnel web visitors into a chosen pathway. At the end of the day, your site design’s main purpose isn’t to look “pretty” or “sleek” or “modern” or “cool.” Its job is to bring clear results for your company. When it’s time to count your profits, it doesn’t matter how pretty your typography is — what matters is that your business is growing and thriving.

Until you test and retest that design, you’ll be forever underestimating your site’s true potential.

Want to know how your web design stacks up? Contact iClick Media for a professional site audit. And while you’re here, check us out on Facebook!