How To Design A Website That Converts

In today’s online market, you need to design a website that converts to stay competitive and to stay in business.  Having a poorly designed website that isn’t focused on conversions just isn’t going to cut it.

In this article, I first dive into what is a conversion rate is and the different types of conversion rates you need to focus on.  Then I discuss how you can improve your website conversions.  And finally, I talk about conversion focus web design along with web design elements you need to improve your website conversion rates.

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What Is A Conversion Rate?

Conversion rate on a website can mean different things depending on a the website and the purpose of the website.  Two of the most common types of website conversion are sales conversion and lead conversions.

Sales Conversion Rate

When most people talk about website conversion they are usually referring to sales conversion.

Sales conversion is based on the number of people who buy or make a purchase on your website compared to the number of visitors that come to your website.  The higher the conversion rate, the more money you can make from your website.

When calculating sales conversion it is important to calculate the overall site conversion rate and the conversion rate per page or sales item.  Then you compare each page against each other and against the overall site sales conversion rate.

This allows you to eliminate those products that don’t have high conversion rates and keep those that do.

However, you also need to evaluate your sales conversion rate to actual revenue.

For example, if you have a product page that has a 5% conversion rate for a $19.99 item and another product page that has 1% conversion rate for a $199 item, you may still want to keep the 1% converting product.

For every hundred people who visit the $19.99 product page, you will earn $100.  For the $199 product, you will earn $199.  So you earn $99 more on the second product even though it has a lower conversion rate.

In this case, you may want to look at the elements on the lower priced product page that could be contributing to sales vs those items on the higher price product page.  Then you can make updates to the higher priced page to try to increase sales conversions.

Of course, people are more likely to purchase a lower priced item then a higher priced item.  So, you may want to compare high priced items against each other too.

Lead Conversion Rate

Another type conversion on a website is lead conversion.  In this case, the conversion is initially calculated not on sales but on the number of prospective customers you acquire.

Usually, lead conversion on a website is based on the number of visitors who fill out a lead generation form with their email address and other contact information.  But it could also be an offline event like phone for information or visiting a physical location.

At that point the lead enters your sales funnel.  You then try to convert those leads to sales.

You can then determine sales conversion based on the number of leads.  And you can also calculate it based on the number of visitors.

For example, you may have a 25% lead conversion rate.  So, out of a hundred visitors to your website, you have 25 people who become leads.  And if 5% of those leads become customers, you have a 1.25% sales conversion rate based on visitors.

So, out of one hundred visitors you have a little more than 1 sale.  Increase your lead conversion or your sale conversion (or better yet, both!) and you can increase your earnings.

What Is A Good Conversion Rate For A Website?

Determining what a good conversion rate for a website is based on many factors.  Every industry can have its own standard.  And even then, it can vary between companies in the same industry.

More important is whether or not your conversion rate is increasing.  And if you are taking deliberate steps to improve your conversion rate.

You need to take a baseline of your current conversion rates and then use that baseline to determine if your conversion rates are increasing or decreasing.

If your business sales is cyclical, it is better to compare conversions rates based on the previous year’s monthly rate vs month-over-month.

Ultimately, the best website conversion rate is one that allows you to make a profit while serving your customers with high value or high quality products.

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How Can I Improve My Website Conversion?

So now that we have talked about what a conversion rate is and the different types of conversion rates, you may be wondering how you can improve your website conversion.

There are different website conversion tactics depending on which type of conversion you want to improve, sales conversion or lead conversion.

How Do You Increase Sales Conversion Rate?

To design a website that converts for sales you can take some of the following actions:

  • include high quality images of your products with different views
  • include compelling and visible call-to-action buttons
  • use a sales funnel (more below, so keep reading!)

How Do You Increase Lead Conversion Rate?

To design a website that converts for leads you can take some of the following actions:

  • limit the number of form fields (you email address only, if possible)
  • include compelling and visible call-to-action buttons
  • give a high value free offer
  • use a sales funnel (more below, so keep reading!)

Conversion Focused Web Design

I discussed some of the web design elements that convert for sales and leads in the “How Can I Improve My Website Conversions” section above.

In this section, I’ll discuss what is a conversion centered design and why it is important.  Plus, I’ll cover web design elements that convert.

What Is A Conversion Centered Design?

In the early days of the internet, website design (the look and feel of a website) was not a high priority.  But over the years, the need for a good looking site that is easy to navigate became important.

However, having a beautiful website doesn’t necessarily mean you will have a highly converting website.  In a lot of cases the sales message gets lost in the layout and design and decreases the ability for a website to convert.

That is where conversion centered design comes in.  Conversion centered design is website design that is focused on the web design elements and website conversion tactics that increase sales and leads.

Web Design Elements That Convert

Below I discuss web design elements that convert and are key to conversion focused web design.

Website Usability

Website usability is key to website conversion.  If your website is hard to navigate or doesn’t attract user attention, then many of the following web design elements could fail to convert.

So, be sure that your website follows standard website usability principles.  Read more about website usability.

Compelling Headlines

Use compelling headlines that offer curiosity and keep the visitor on your page.  These headlines should keep the visitor reading your page and ultimately clicking on your call-to-action buttons.

Bullet Lists

Use bullet lists with benefits and features of the product or offer you are selling.  This makes it easier for the website visitor to read vs. paragraphs of text.

You can include more in-depth sales copy below the fold if necessary (See “Above The Fold” below).

Call-To-Action Buttons

Make sure you are using call-to-action buttons.  If you aren’t telling your website visitors what to do or the actions you want them to take, they are less likely to convert to lead and buyers.

For example, on a lead generation page, using a button that says “Submit” can be less effective then a button that says “Click Here To Download Your Free Report”.

Also, you want to make sure your visitors see your call-to-action.  Use large buttons with white space around them in a contrasting button color to the rest of the colors on your site.  This draws attention to them and makes them more likely to be clicked.

Above The Fold

Try to get your compelling headlines, bullet lists, and call-to-action buttons “above the fold”.  Make sure that your visitor doesn’t have to scroll in order to understand your offer and to see your call-to-action button.

Sales Funnels

Sales funnels take the above web design elements that convert and put them all into a set of pages meant to guide the website visitor to making a purchase or becoming a lead.

Sales funnels typically have a landing page that has only one purpose.

So, unlike a traditional eCommerce website where a page has many products listed and many ways to navigate away from the page, the landing page’s only purpose is to do one thing: click on your call-to-action button so that your visitor converts to a lead or a buyer.

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Final Words On How To Design A Website That Converts

As you have read, there is a lot to website conversion including the different types of conversion like sales conversion and lead conversion.

It is important to have a baseline of your current conversion rate so that you can see if you are making improvements over time.

You can make improvements to your conversion rate by using conversion focused web design that includes compelling headlines, bullet lists, and call-to-action buttons that are visible above the fold on your web page.  Combine all these into a sales funnel for the ultimate website design that converts.


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By |2018-12-17T16:14:37+00:00November 30th, 2018|Make Money Online, Website Design|0 Comments

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