13 Principles Of Web Design That Will Increase Your Conversion Rate


A website is a necessity for the success of any business today. This has arisen from the massive influx of consumers who turn to the internet in search for the best products available on the market. Nonetheless, having a website for your organization or company is not enough for you to claim that you have “online presence”. It is also essential that you ascertain that your website features the qualities of a good website that draws the attention of more consumers to your business.

Do you want to increase the conversion rate on your website?

Converting browsers into buyers

Good first impressions can convert window shoppers into paying customers. To prevent people from clicking the back button quickly when they land on your store pages, the pages should look as though you have all that stuff what they had been looking for. Ease of navigation and quality search functions help customers find what they want quickly and easily. Not everyone knows what they want, so the more information that is available to them – in the form of reviews, articles or buyers’ guides – the more likely they are to be able to decide that you have exactly what they need.

First, what is conversion rate?

The conversion rate is the percentage of visitors who have made a purchase from your company, versus those who have not and is one of the most important numbers in any business. Making your site easier to use is the easiest of many ways to increase your conversion rate. Web usability can be defined as the study of improving a website’s ease of use by means of established conventions of design such as decreasing load time, avoiding negative language and increasing the clarity of your messages.

Let us look at some of the principles that can give you amazing conversion rates:

1. Perception, Style And First Impression Design and style are the two of the major lifelines of your site, and the first impression is crucial in the online world. You nearly have no time to create the first impression before the customer goes out. The perfect format, powerful visuals, and attractive photography all help in engaging the customer to your website. A great style is the first phase in displaying how first-time customers view your company. For example, a modern and spotless design shows that your organization is professional and present. Get inspired by some of the best website designs according to DesignRush.

A classic design layout may mean that your organization and your business has a strong foundation. A robust design displays your company’s power and how best it can work on challenging jobs. You want your website to create a good impression of the business’ qualities and values.

2. Informative Content Make certain that your website contains good and valuable contents that will provide basic information about your product to your visitors. Internet users have a very short attention span and they will not squander their precious time staying in a lame website that offers nothing. It is indispensable that you provide a unique user experience for every visitor that comes to your page. Having an engaging content in your site is a great way of sustaining a steady rush of traffic to your site. You can also use sights, video, sound, other forms of interaction.The more you engage your clients, the more you will better your chances of converting a sale or getting new leads. After all, not everyone is a ‘reader’.By using the right combination, you may be able to boost your conversion rates very quickly.

3. Typography, Font style, Size, And Color The most important feature of a website design is its content. The style and size of font matter the most. If you fail to choose the appropriate font style or size then it will be highly difficult for your target customers to read what is written on your website. These kinds of errors drag the interest of the visitor from websites since people don’t want to waste their time as they have plenty of other options available. They’ll surely move to another website in order to find their desired product and that website could be of your competitor as well so, choose the right font and grab your target customers. The color is also one of the underrated aspects of web design but it plays a vital role in the overall usability, conveying the meaning of a brand as well as the mood of the site. Different color combinations may evoke different reactions and emotions.While choosing a color for your website, choose a combination that brings out the emotion that your brand wants to convey.Use contrast to keep headlines, text, and call to action buttons readable and noticeable. In other words, the background should be in high contrast with the button and font colors, for example, a black text with a white background and the things that you want to highlight should be in colors that stand out.

4. Know Your Audience When designing a website, it is important to know your target audience. Are you designing a website to target male customers only or is it designed to target people of a certain age group? Many customers can end up doing window shopping on your website which can reduce your conversion rate. Remember to provide your target audience with quality over quantity while designing the website.

5. Create a User-Friendly Navigation Just as you should tell your visitors about your business model in 10 seconds, the same way you should also make their lives easier by providing them with easy and user-friendly navigation, so they can find the required information quickly and easily. If they face trouble finding the required information or products, they are likely to close your site instantly.

You need to consider the fact that not all internet users are computer savvy. If you want users to come back and visit your site regularly you have to make certain that all the information they need to know and they would be interested to know is available on hand. Even those individuals who are knowledgeable in computer and websites will not bother to stay in a disorganized website. Therefore, a user-friendly navigation is crucial to your website’s success.

6. Be Realistic In Describing Qualities Of Your Organization Some of the people carry a perception that if one wants to make one’s website appeal the target audience then one must elaborate the qualities of his/her organization. This is a good approach but one must keep in mind that there is a very fine line between elaboration and exaggeration. At the time of developing content for the website, few organizations cross this line and enter into the world of exaggeration which the target customers are able to figure out easily by looking at the quality of their products or services, therefore, you should portray the authentic picture of your business.

7. Simplicity and Consistency Are The Keys Keep your website design consistent and aligned. Your preferred color scheme or theme does not really matter as long as it is related to other elements in your website. Incoherent themes, color schemes, and content may bring disorientation to your visitors. Simplicity is very important when it comes to increasing conversions. When you are creating a page, always ask yourself whether there is a way to make it simpler. The result will usually be more pleasing, and it will always make your conversion rates better.

8. Make Your Visitors Feel Welcome Provide your website a friendly and warm mood. Sway your visitors to read more and rummage around for more information on your page. Make certain that you offer feedback forms and a contact page in your website design in order that visitors can get in touch with you with convenience. Reach out to your readers and pay attention to their suggestions and opinions. Make sure it clearly conveys the tone of your business.If you are selling tops online or magic tricks, then you can use bright colors with a refreshing layout. However, if you are selling surgical items then you must create a serious tone. You can’t show clowns on a site that is selling surgical items. So, you need to keep your market in mind when you create the design to ensure that they don’t get disappointed. The irrelevant theme will only make you look unprofessional and no one likes to buy products from businesses that don’t look professional.

9. Keep Away From Hideous Images or Backgrounds Make sure that your site does not display ugly and outrageous images or backgrounds. Keep in mind that your website is not a canvas; therefore you need to consider other factors apart from artistry. Make sure that you do not over decorate your website. Moreover, make certain that it looks engaging and not irritating to the eyes of the users. When planning a website design, ascertain that the images are interesting and the text is legible enough.

10. Mobile Friendly Responsive Website The trend of opening the web pages on mobile phones and tablet phones is regularly increasing and this may be nearly 50 % of the internet use. If your website is not opening on mobile phones and tablets then you are just going to miss half of the targeted visitors or customers online and this may result in fewer conversion rates in your business. If you are using WordPress kinds of platforms then there are plugins available for free which can make your website responsive and able to run on any available technology platform.

11. Speed Is The Key To More Business Another thing you ought to consider is the loading speed of your website. If your site is taking a considerable time to load then it is likely that your visitors will probably be irritated and not stick around to explore your website. Also, the search engine ranking will be decreased thereby decreasing the web visitors considerably. Make sure that your website loads quickly and you will have a clean code with optimized images.

12. Call-To-Action Line One of the most common mistakes is designing a website with an ineffective call-to-action line which can drive away the visitors. Imagine a situation where you are not able to find out a way to buy their services or contact the company. What would you do in such a situation? You would obviously navigate away, right? That may be a potential reason why your website is not converting customers. When designing a website, always remember to have an easy to access call-to-action line present throughout the page.

13.Testing Is An Important Part Of Your Web Design You can work toward increasing your website sales by testing your website design. You can do this first by checking out your competition in your target market. This can be done by looking at your leading competitors and seeing what they are doing with their websites. They would know what is working and can shorten your learning curve. After you have done the above you can revisit your site design and content and see what you can do to improve it to match the profile of your customer. While you are doing this you will look at many variables and decide which you would like to test by creating a multivariate test. A multivariate test is done by selecting many different portions of your site design and content to be tested and using a tool which will present your website with the changes to each variable along with tracking information of what customers did for each variable change. The changes which increased conversion of visitors to paying customers are the ones you will keep while discarding those that were less successful.


Conversion paths are the foundation to generating leads from your site and they have to pull together every aspect of good web design to achieve that. A conversion path is a voyage a visitor takes to change into a lead eventually. You need to have clear paths on your website while keeping in mind the needs of the visitors. The reality is that all these small things build up to raise the amount of your conversion. It’s more than any one single thing alone. When you carry out changes to your site, make a note of what you are doing. Make changes, one or two at a time to check the effect of that over a period of time. As every site is different from the other so the techniques that are working on one site may not be working on the other. You need to tailor your changes to what your customers want. Professional website developers have the experience and knowledge to know what works, and what doesn’t work. And that’s why they are there. A non-expert who thinks he or she can create an effective website is really taking a huge risk which can be detrimental to the business.

Thank you for reading!

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