5 Tips For Developing A High Converting Design

A guest post by Luke Clum

Understanding what your niche audience wants from your ecommerce business plays a big part in enabling conversions. But a highly usable and intuitive design is what drives conversion rates to their potential. Apply these tips to your ecommerce site to improve your conversion rate.

1 – Improve your speed

A web page that loads quickly (1-3 seconds) makes a much better impression of reliability and professionalism than slower sites do. Users want results fast, and if any part of your site loads slowly, they have more time to reconsider their purchase and abandon the page. Keep in mind that 25% of users abandon a page after just 4 seconds.

Site speed also improves search rankings, which directs more traffic to your site. A higher priority in search result ranking instills an image of legitimacy in the minds of online shoppers. And the more people that visit your site, the more conversions will be completed. To start, check how quickly your site loads with a site speed tester, and then decide if you need to make any larger steps.

2 – Make clear calls to action

In order for users to convert, the purpose of your site should be very clear. You can describe your product with a combination of images, videos, headlines and copy. But to indicate exactly what users are meant to do with your product, you need concise calls to action. These are most often designed in the form of buttons or forms. They should stand out from the rest of the elements on the page and have actionable copy to describe exactly what they do.

threadless web design

Threadless immediately encourages the user to take action.

3 – Create a good overall user experience

Usability is a characteristic that should be applied to every part of your online store. From navigation to the checkout process, make every step as simple as possible. Items should be easy to find, buttons clickable, and minimal steps should make up the purchasing process. If customers can easily enter your site, find what they want and check out quickly and securely, they’re sure to leave happy.

4 – Build trust

Visitors are more likely to convert into customers if there are marks on your site that communicate its trustworthiness. Create a good returns policy and display your SSL certificate during the checkout process so that customers know that your business will protect their personal information. Previous customer testimonials also build confidence in potential customers for their buying decisions.

Amazon Website

Amazon is known for its transparency and reliability because each item has customer ratings and reviews.

5 – Be Consistent

An important contributor to usability is consistency throughout your site. This means that it should be the same style of interactive elements like buttons or links, a coherent visual design and steady loading times. The same care you put into the design of your home page should be applied to product pages, because that’s where most browsing time is spent.

Free People Website design

Free People has a very recognizable visual identity and consistent usability throughout its site.

Use these tips to increase the conversion rate of your web design, and make use of this ecommerce platform webinar for more conversion best practices.

Luke Clum Luke Clum is a graphic designer from Seattle who specializes in print and web development. He loves coffee, hiking and alpine climbing in the mountains. Follow him on Twitter @lukeclum

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13 Comments

  1. Posted April 4, 2013 at 9:35 am | Permalink

    Lots of good points here Luke which made for an informative guest post. Definitely agree with all the points plus would add the inclusion of Google Analytics so that you can see how visitors are moving through the site plus which pages they drop off at.

  2. Posted April 4, 2013 at 1:11 pm | Permalink

    Good points Luke.. I’m an SEO freelancer but I also design and build websites for some of my clients so conversion is at the top of my agenda before I start any project. One of the biggest things that web designers and developers lack is an understanding of SEO and how things like site speed and technical & non technical on page aspects can affect a sites ranking. It pains me so much when a client comes to me with a beautiful site that is frankly invisible in the SERPS. Of course, it makes my life a bit easier to start from scratch, but web design businesses are missing a trick and not offering a decent service when they only focus on the design aspects.

    Attention to UX, SEO and Analytics (and using them – as Matt said above) are essential.

  3. Posted April 6, 2013 at 10:38 pm | Permalink

    these are all great tips. i specially agree with the tips on building trust. nothing more engaging than to gain customer’s trust and the potential of a repeat business.

  4. Posted April 8, 2013 at 7:36 pm | Permalink

    Number 3 is so crucial! It amazes how often UX seems to get ignored in the design phase. So many marketers are focused on trying to make things cool that they forget to make them functional. At our agency, we have our most green staffers do the UX testing. If a non-programmer, non-designer, can use a site without having to think about it, that’s a sign of a good user experience. Especially with ecommerce, the typical user should be able to get from start to a finished purchase without having to even think about it.

  5. Posted April 9, 2013 at 12:09 pm | Permalink

    Precisely said. Usually this problem can be seen with public relation websites that often go out of their way to impress with their sleek design styles and animation. Some sites don’t offer the ‘skip’ option which is not only off-putting but hinders the whole point of a good user experience!

  6. Posted April 10, 2013 at 1:00 pm | Permalink

    Lots of good points here Luke which made for an informative guest post. Definitely agree with all the points plus would add the inclusion of Google Analytics so that you can see how visitors are moving through the site plus which pages they drop off at.

  7. Posted April 10, 2013 at 2:51 pm | Permalink

    Really great post. The only thing I would add to this is to use A/B testing, especially when using call to action. You would be surprised with the things you’ll discover and your convergence rate with just one simple change.

  8. Posted April 23, 2013 at 7:35 am | Permalink

    it is good concept and grate thinking ots connected with beneficial details right here Lomaz which in turn manufactured for a helpful invitee submit. Definitely acknowledge considering the details in addition would certainly put the particular introduction connected with Yahoo and google Analytics so as to observe how site visitors are generally shifting throughout the website in addition which in turn webpages they disappear with.

  9. Posted May 2, 2013 at 11:16 am | Permalink

    Surely you should mention ‘Reponsive Design’? Nearly 38% of our traffic is now from mobile devices. Ignore the growing trend for mobile at your peril I bet your competitors aren’t.

    Otherwise I concur with your other observations. Especially about being consistent. People will come back for more if you produce good content.

  10. Posted May 6, 2013 at 1:41 am | Permalink

    Point #2 is the one that I had to “get” before I ever saw any progress in getting clients from my website. In fact, I still struggle with remembering to end a blog post with what I would like the visitor to do. Sometimes I think I should have a “blog post checklist” that includes the reminder to have a CTA. Thank for the reminder.

  11. Posted May 6, 2013 at 4:04 am | Permalink

    Great read but i find that showing reviews doesn’t convert as well as not showing them for me anyway. I guess its a trial and error thing, some people complain about issues that not even related to what they ordered lol

  12. Posted May 6, 2013 at 8:02 am | Permalink

    The growing popularity of Magento on the E-Commerce scene makes point 1 stand out. Magento requires some very specific system and internal configurations to run at just an acceptable level of performance as outlined by their own series of Magento performance whitepapers. Yet take a look through some of the Magento showcase galleries and 90% of the sites featured run at a snail’s pace —I know from my own experience that many of my own prospective E-commerce clients have heard of how great Magento is; they know it’s open source; but unfortunately some blindly underestimate such factors as dedicated hosting —opting instead for standard ‘off the shelf’ hosting solutions… and just as you describe the site’s conversions suffer due to poor performance.

  13. Posted May 6, 2013 at 2:21 pm | Permalink

    Building trust is a the best way, build something people trust. And they will always come back!

    Great article.

    George

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