Optimization matters … whether it be product landing page font colors or even something as simple as line spacing on your website copy. But those “small” things are just one part of the bigger picture which matters a whole lot more. Different web design elements work together to create your company’s website design, which can turn people off or encourage them to sign-up, register, purchase, or take any desired action.
To figure out which design is best for your brand, A/B testing is key. In marketing, A/B testing is jargon for a randomized experiment with two variants, A and B, which are the control and treatment in the controlled experiment – a form of statistical hypothesis testing. When it comes to website design and landing pages, studies show that you should test at least a minimum of four different variations, but 10 is optimal, if you want the highest conversion rate of qualified leads possible.
Get started with these five tips in mind:
Feature Unique Offers
Messaging matters, and unique offers even more so. That’s because any company can offer 25% off the first purchase, a free consultation, or complimentary download. You don’t want to offer the same incentive everyone else does, because–simply put–that doesn’t incentivize people to fill out a sign-up form if they can click to another site and get something a little more enticing. Not sure what sort of unique offer to feature? Just ask your potential clients through social media sites or email newsletters, for starters. Again, this is where A/B testing can really help you out.
Utilize Directional Design Cues
It almost seems silly, but it works: use arrows or pointers to direct your website visitor’s eyes. Arrows can point to detailed registration forms to gain qualified leads. Or you can get creative and use a cartoon that is pointing to the information you want your potential customers to see.
Make it Beautiful and Functional
This seems intuitive, but it id surprising how many websites fail to focus on this simple component. The first page people see on a website should include crisp, beautiful imagery that showcases content representative of your company. The most up-to-date information possible is also key, and phrases like “new” or “latest” may help show potential customers that they’re getting the most relevant information when they complete a registration form or survey.
Engaging content an also often work quite well when it comes to conversions. One way to do this is to ask qualifying questions, before the sign-up form even appears on the landing page. Not only will this ensure leads are qualified, but it makes online visitors feel even more special and exclusive. And when they feel special … they’ll like your company more.
Keep It Simple
Simplicity might sound like it’s the polar opposite of a website featuring beautiful images, but it doesn’t have to be. For starters, one large beautiful image in a simple design, such as on the Spool Tuning company website, is simple yet engaging. That said, some websites — depending on the services or products they offer — don’t necessarily need images and can benefit by embracing simplicity. So, when does simplicity work? When you want people to know what your company is about in the blink of an eye. One way to do this is to section off the value proposition.
Your company website may be one of the first contact points a potential customer will see. As such, design matters and your primary objective should be to make it the best it can be. While it will take time and effort to do so, when it results in a significantly higher conversion rate, it will be worth it.
This article has been edited and condensed.
Savannah Flynn is a public relations specialist for WebpageFX, a full-service Internet marketing, web design and web development agency offering integrated web solutions for medium to large sized businesses across the globe. She has a passion for online marketing and PR.
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