Why do you need design for your brand? It is not because you have a very special esthetic taste which you want to share with others. And not because you have skills and time to design something nice and unique. The goal behind all that is to “sell” you brand, to convert your design into sales or any other action you want your audience to perform. That’s why you aim to develop such a design that will lead to higher conversion rates.
Great, we are clear about our goal. So now it is a right time to give you some useful tips for developing a high converting design for your brand. Let’s start.
Obviously there is no one best design. What can be good for your company can ruin someone else’s reputation? Imagine, for example, Pope Francis behaving like Kanye West, and other way around… Better not! 🙂 So, first of all, you should be clear about your target audience, its tastes and preferences. This is the essential information to start developing your design with.
Tip #1 – Improve your speed.
A 2006 study by Akamai shows that web page load time is extremely important for the conversion rate. Thus, web pages that load quickly (1-3 seconds) make a much better impression of reliability and professionalism than slower websites (4+ second loading time). As a result, 25% of website visitors abandon the page just after 4 seconds of waiting. Convert that into the conversion rate for your business and you understand how much you lose.
Moreover, site speed improves search ranking which directs more traffic to your website. The more people visit your site – the more conversions will be completed, logically.
So your task is to check how quickly your site loads with any site speed tester available on the web. If you find that it is far from an optimal number, it is time to optimize your website. But there is no need to delete all the images from your web page. Professional web developers know the ways of optimization, so just find a good team to help you.
Tip #2 – Make clear calls to action.
Great design is important. But it should also help you make your message very clear for your audience. When the message is clear enough, it increases your conversion rate. So don’t just stop at nice designs that describe your product or service. Take one more step – and indicate exactly what your visitors are meant to do. For that use calls to action. They are most often designed in the form of buttons or forms. To be successful they should stand out from the rest of the elements on the web page and have actionable copy to describe exactly what they do. Not higher maths – just find an experienced designer who can help you with that.
Tip #3 – Create a good user experience.
Usability should be a priority in every part of your website, from home page to Terms & Conditions, from navigation to purchase process. Each step should be as simple and intuitive as possible. To achieve that each element of your website should be easy to find, all buttons should be clickable and there should be minimal steps in the purchasing process (no one wants to spend hours to place an order on your website). A good overall user experience makes your customers happy and your sales growing.
Tip #4 – Build trust
Trustworthy design will help you convert your visitors into customers. What you need to do for that? For example, create a good returns policy and display your SSL certificate during the checkout process (if there is one in your website) so that customers know that your company will protect their personal information. Additionally, customer testimonials are important as well since they build confidence in your potential customers for their buying decisions.
Tip #5 – Be consistent.
Consistency over devices works not only for Chrome browser. It is an important contributor of usability, and finally success also for your website. Design consistency simply means that it should be the same style of interactive elements (buttons, links, etc.), a coherent visual design and steady loading times. So rather than invest all your resources solely into your home page, think also about other pages, like product/service pages – because that’s where visitors spend most of their browsing time.
So finally, what’s the formula of a great success? Speed + Clarity + User experience + Trust + Consistency = High converting design. Not that difficult, believe me! Just analyze what you already have, thing how to improve that and act!
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