Converting visitors into leads (or customers, in the case of eCommerce businesses) is one of the crucial reasons for putting up a website.
Creating a strong web presence, informing your customers about the products and services you offer, positioning yourself as a market leader; all these are just various components for achieving this goal.
So, it’s no wonder that more and more businesses are concerned about improving their website conversion rate (by any means necessary)!
From spending a bomb on PPC campaigns and social media retargeting till extensive content marketing, businesses today are ready to make focused efforts towards improving conversion rate.
Here, the User-Interface (popularly known as UI) of your website is often overlooked!
While extensive marketing efforts are definitely great for driving traffic, the website UI is THE conversion superhero who can make your sales graph go significantly high!
Well, that’s exactly why you NEED to start thinking about your website UI!
Consider your website as a brick-and-mortar store.
A visitor just saw some great advertisement or heard some awesome review of your store and stepped in to check it out. In case you are a B2B seller, chances are the visitor will take some time to make the purchase decision. In the case of a B2C business, there’s a good chance that she’ll simply purchase the products depending on her requirements, your offerings, and the overall in-store experience.
Here, as a business, your primary goal is to:
So, what are the vital factors that you need to improve on to achieve these goals?
Well, when we are talking about websites instead of brick-and-mortar stores, UI does the exact same things!
Sure, you do!
I mean, who would spend hard-earned money to build a website that does not even look pretty?
But, UI goes much beyond amazing pictures and beautiful font face!
Oftentimes, the subtlest elements have great potential to turbo-charge your website conversion rate.
So, here are some subtle UI tweaks to give a boost to your website conversion rate.
Having a responsive website is not enough anymore!With more than half of all internet traffic generating from smartphones, it is not enough to create a responsive web design anymore.What looks great on a desktop may not look pretty on a smaller smartphone screen.
Thus, optimizing the web design for your mobile users can improve conversion rate manifold.
Creating a separate mobile website can be a great way of putting your best face forward to your mobile users too.
In case you are running an eCommerce business, you may take a leaf out of Amazon’s book and launch a mobile app for optimizing your mobile UI and in turn maximizing conversion rate.
Well, you may have an amazing website, but if it takes ages to get loaded, it is no good at all!
40% of users abandon a website that takes 3 seconds or more to load.
So, if your website loading time is not fast enough, chances are, it is already affecting your website conversion rate.
Ensuring that your website has minimal loading time is the key here.
Compressing your webpages and enabling browser caching are two effective ways of minimizing the loading time of your website.
Your visitor is more likely to form an opinion about your website (and in turn, your business) in the first 50 milliseconds!
Yes, that’s exactly the amount of time you have for creating the first impression (which most often become the last one) on your visitor.
That is why, the above-the-fold area plays a crucial role in improving conversion rate of your website. This is the prime real-estate that you MUST OPTIMIZE.
What can you do to make it irresistible?
Ideally, this area should highlight the very essence of your business and offer irrefutable credentials that compel the visitor to scroll down and find more.
Here, you may be tempted to cram as much information as possible. Nothing can be more annoying than that.
The mantra here is to keep it simple.
Ensure that your above-the-fold area displays crucial information and have an element of curiosity.
Zoho offers a great example here.
The above-the-fold area sums up what ZOHO does for you, includes a call-to-action (i.e. sign up for free) that showcases confidence and informs visitors about all their featured offering!
If your visitors cannot easily find the product or service she is looking for, she will leave and get it from another website.
Unless and until you are operating in a monopoly market (which is pretty rare, considering today’s business scenario), this is the exact situation you are going to face and your website conversion rate is going to take a hit.
But, before you sit down with your web designer and work this out, take some time out to understand your audience and your offerings.
The crucial question here is: what is the primary thing my visitors are looking for when they land on my website?
Once you have figured it out, build your website around it!
If you are an eCommerce business, people are landing on your website for great products at awesome rates. So, build your website in a way that displays those amazing products and irresistible deals prominently.
If you are a service provider, make sure displaying all your services and how they can help your users in a clear and concise manner.
‘Less is more’ is the mantra here!
Google is THE perfect example of mastering this game.
People primarily land on Google to search information! The company understood this and built a home page that removes all distractions and focuses on the most important element- the search bar. Rest, as they say, is history!
CTA is a highly over-discussed topic! Granted.
But, all the discussions and hype surrounding CTA are completely justified, considering the humongous effect it has on your website conversion rate.
It is THE superpower of your website UI!
However, scattering your webpage with any CTA is definitely not enough to see a result.
Making your CTAs result based (not action based) can go a long way in improving conversion.
Does your CTA read something like ‘Call Us’, ‘Download Here’, ‘Know More’?
Well, how do you feel about being directed towards actions by a third person? Forced? Burdened? May be a little outraged even?
Aren’t these generic CTAs doing the same to your visitors?
Instead of focusing on ‘actions to take’ highlight the ‘benefits to reap’ in your CTA to make it more appealing to your visitors.
Instead of ‘Call us’, use ‘Talk to an expert’; instead of ‘Download here’, use ‘Get it now’!
The idea is to highlight the benefit the visitor will be reaping, instead of telling him what to do.
Here, instead of using ‘Get in Touch’ or ‘Contact Us’ the CTA highlights the benefits of getting in touch which is to grow your business.
Sliders are awesome for displaying a lot of information without making your webpages super lengthy.
A lot of great websites use sliding banners for making the most of the above-the-fold area. However, overdoing sliders is one of the biggest UI mistakes you can commit.
While sliders are dead useful, more than one auto-slider in one webpage can create serious visual discomfort and make users bounce back.
Another consideration is slider duration!
If you are putting up an auto-slider, it is essential to give the visitors time to read the content on it (before sliding it off). The more content you put on the slider, the more time it should linger on.
Amazon (like the pro they are) nails the auto-slider!
The slider banners are used to display their latest offers across various segments. While each banner duration let visitors read the content comfortably which is 5 secs in this case (yes, I measured), there are two arrows that let visitors go back to the previous one or fast forward to the next one.
Depending on the nature of your business, you may have a number of ways, such as registration forms, contact forms, sign-up forms etc, to collect the contact information of your visitors.
Now, getting your visitor leave their contact information is one of the primary goals for the existence of your website. I get that.
However, don’t go overboard with data collection.
After all, how enjoyable (and perhaps more importantly comfortable) is it to fill up long forms with your personal information?
The way you present your web forms can directly affect your website conversion rate!
Present a small 2-second form to your visitor while offering great value in exchange (such as, free trial, an e-book, a report, membership etc), and she will be interested in leaving her contact details with you.
On contrary, present a lengthy web form asking for various personal information and you sure will scare your visitor away!
Letting the visitor sign-up with her social media profile such as Facebook or LinkedIn can be a great way to reduce the sign-up time and collect in-depth information.
The shorter the form is, the sweeter it appears to your visitors.
Piktochart has the right idea about a short and sweet sign-up form.
The Piktochart sign-up form lets visitors register with their Facebook and G+ accounts. In case, a visitor wants to sign-up with her e-mail id rather, it asks only three information- full name, email and password! In return of this information, the website lets the visitors create infographics for free!
More often than not, your website visitors do not even care (at least, consciously) what font face you are using and how much line spacing is there. They are concerned about one thing: to get the work done with minimum possible effort!
Thus, making your website UI based on results and not on actions can be a great way to improve conversion rate significantly.
Yes, there’s more to UI than button colors, font size and pretty pictures! Implement these subtle changes in your UI and see how it dramatically improves the website conversion rate.
For more insight and expert guidance in UI designing, get in touch with our UI/UX experts here.