Customers can be finicky when it comes to the things they like on websites and the various elements that influence their behaviors. And while everyone is different, there seem to be some common threads that marketers can latch onto in order to increase conversions and reduce bounce rates. Are you aware of them?
1. Color Scheme
A website’s color scheme is often dictated by the company’s colors and logo, but there should be more to it than this. Color psychology is a very real thing and the choices you make can directly influence how people respond to your website and the subsequent calls-to-action.
Think of your website like a home. Just as wall colors are chosen based on the room’s purpose, web pages should be chosen in the same way. Green is used to promote a sense of calmness, while red increases urgency. Gray ads refinement, while blue is seen as cool. Every color evokes a certain emotion and you need to adjust accordingly.
2. Shapes and Symbols
Just as colors have a profound impact on conversions, so do shapes and symbols. This idea is especially relevant when it comes to logo design and the choice regarding when and where to utilize your logo.
As Creative Bloq explains, circles, ellipses, and ovals project positive emotional messages – such as relationships, love, and friendship. Straight edge shapes, like squares and triangles, are correlated to balance. This also extends into typography, as there are differences between smooth characters and jagged, angular fonts.
While you can’t afford to be hypersensitive to all of these issues, do keep them in mind. It pays to be aware of what’s happening on a detailed level.
3. Simplicity and Minimalism
The internet is a noisy place. There are millions of websites, blogs, and landing pages. The last thing a person wants to do is click on a busy website that’s filled with complicated color schemes, images, typography, and buttons. In all likelihood, the first thing they’ll do is hit the back button.
If you want to give your website a boost in conversions, you should begin simplifying. Aim for a minimalist layout with plenty of white space. Trim all superfluous elements and only focus on one call-to-action per page.
4. Page Loading Speed
If there’s one thing that affects website conversions more than any other element, it’s page loading speed. According to this infographic, 47 percent of ecommerce shoppers expect web pages to load in two seconds or less. And for each one-second delay in response time, there’s a seven percent reduction in conversions.
There are a number of ways to speed up your site, but you should start by removing unnecessary elements and optimizing images. Remember, less is more in web design.
5. Social Proof
Finally, social proof plays a big role in conversion rates. This is especially true if you sell directly on your website. Today’s customers want to know that they’re making the right choice and prefer to reference supporting information. You can aid them in their pursuit by providing elements on your site.
Examples of social proof include testimonials, reviews, ratings, guarantees, and case studies. The more you can provide, the better! If you don’t give them information to make a decision, they’ll go elsewhere to find it. And once they go elsewhere, you’ve lost control.
Putting it All Together
While it’s impossible to assume that all website visitors react the same way, your web design efforts should always be tailored to the majority. This means paying careful attention to things like color scheme, shapes and symbols, page loading speed, simplicity, and social proof.
Heed this advice and your conversion rates are sure to soar.