A high converting website is a dream come true for any small business. Even with minimal traffic, a high converting website ensures that you are making the most of all your visitors and effectively converting all those website visits into $$$.
As a general rule of thumb,
“A good website is one which makes users take a desired action”
This action could be anything from making customers add a product to a cart or share a particular article. A good web design urges them to do it without a lot of clutter or text to go along.
Consequently, good websites are one which are:
- High converting
- Easy to navigate
- Cleanly branded
Whether you own an e-commerce website or are building a forum for dog lovers, there are a few basic guidelines you can follow to ensure high conversions and revenue regardless of what scale you are running at.
1. Consistent branding & communication
If you are a small business or just starting out with a website yourself, chances you are driving visitors from all kinds of channels, without any steady stream. Regardless of the channel you bring visitors from, they shouldn’t find themselves perplexed by what your website is “saying” as against your marketing communications. i.e
“Ensure consistency across all channels and your website when it comes to your branding & communications”
This is intuitive and should be obvious, but a lot of small business owners find themselves wondering at the lack of conversions, largely due to a lack of user behaviour understanding and empathy.
“The best way to develop to user empathy, is to use your product and then use it again”
You can also ask for a few friends or colleagues to go through website and user flow to get an external opinion on whether they understood what you are trying to convey and sell. In practice, this means using the same brand palette across your website and keeping your communications crisp, relevant & consistent.
2. Clear Value Proposition, USP & Prominent CTAs
For any product that you want to sell or action, you want the user to take, visualise a clear customer journey and then put it down on your website. A lot of this goes back to understanding user behaviour and user empathy, as you can only get a grasp of the user decision-making thought process when you put yourself in their shoes. As a general rule of thumb, a customer journey includes the following elements.
Value Proposition → Unique Selling Proposition → Call to Action
First, clearly state what your website is about.
A community for Dog Lovers, By Dog Lovers
Follow it up by stating what makes you different from the competition. This ensures that your audience sticks around and stays to hear more of what you have to say on your website.
A Platform for you and your (p)awesome friends to meet dog lovers across the world on your own dedicated mobile app
Now you have your users’ attention, which is when you whip out the CTA and throw it in their face. Not really, that’s a bit too dramatic. But the gist being
Prominent CTAs=Increased Conversions
Here’s what your CTA can sound like
Meet dog lovers across the world now
3. Predictable Layout
The interwebs has been around for a while now, and more often than not there’s a version of the website you are building that is already online, if not several such websites in the same niche.
With these preexisting websites comes user expectation and familiarity. While most small business owners might disregard the notion of predictable layouts (We are building a bleeding edge business which is going to disrupt xyz sector), familiarity and predictability are a huge part of the human psyche. Thereby, they also play a major role in buying decisions.
“It’s simple human psychology to trust something you are familiar and consequently more comfortable with”
If you are building a forum, browse other forums in the same niche and try and integrate elements in a similar manner in your website layout. Consumers are much likelier to convert when they see feel the flow is predictable and what they expected.
4. Simplified Navigation
Building on the idea of predictable layouts, the way your users can move around your platform or website can affect conversions to a large extent. Ask yourself questions like:
- Is it easy for the user to reach the final checkout page?
- How many steps (clicks) does it take for the user to get to the desired action?
- Is it easy and intuitive for the user to get back to where they started or review a step after performing a certain action
The aim of your website should be for the
“User to be able to navigate from the landing page to the desired action in the simplest, most intuitive manner possible”
I hope this helps! 🙂