Your website’s content, design, and copy have a huge impact on conversions. They affect whether customers trust your business, how long they stay on your site, and whether you can turn them into paying customers. 

Understanding what’s broken in these three factors of your website is the first step toward creating a high converting website. Here’s how you can improve your website’s conversion rate by tweaking these factors: 

Focus on Visual Design for Great User Experience (UX)

Investing in sound visual design will do wonders for your website. It ensures that visitors have an easy time navigating the site, which increases their time on the site. They can find what they’re looking for with ease. Most importantly, they’ll stick around long enough for your web copy to convince them to convert. 

The impact of great visual design is further emphasized by these three statistics:

• 38% of web visitors will leave websites with unattractive content or layout. No one’s willing to stick around an unsightly site. 
• Users will form a first impression of your website within 50 milliseconds of visiting it. They decide whether to stick around or leave your site within a snap, making great visual design even more important. 
• Websites with great user interfaces (UIs) convert 200% more than those with lackluster UIs. 

Luckily, improving user experience is possible by making intentional changes to your visual design.

Key Elements of Aesthetically Pleasing Websites

Your website’s design elements affect a lot, from website readability to search rankings to conversions. Focus on optimizing your site elements to make it more user-friendly. 

You can start with site elements like: 

Color

Colors evoke emotions. Here are the emotions that five different colors convey:

• Red: passion, love, excitement
• Blue: peace, hope, wisdom
• Green: nature, freshness, growth
• Yellow: hope, danger, joy
• Purple: mystery, nobility, glamor

This means that every color choice you make matters. While using your brand colors throughout your website is a rule of thumb, how you spread these colors throughout the site matters. For instance, if you want to make people excited to convert, using red CTA buttons might do the trick, especially if red is among your brand colors. 

Ensure that there’s enough contrast between the color choices on different website elements to make your site easy to read.

Layout and User Interface

Always keep your layout simple. 

For starters, ensure that visitors have an easily navigable website menu. If your site has multiple pages, consider using dropdown menus in your navigation bar to tuck away extra menu choices. This helps declutter the top half of your site. 

Ensure that you’re using fonts that are easy to read. Your CTA buttons should be large enough to press but not too large to be obstructive. Lastly, avoid using intrusive pop-ups on your site since they can annoy site visitors. 

Mobile Responsiveness

Your site’s mobile responsiveness is a huge conversion driver, considering that as much as 70% of web traffic comes from mobile devices. 

The last thing you want is to have customers struggle to see your site content due to poor mobile responsiveness. Your site might struggle to load quickly. It could also showcase distorted content, which will only lead to you losing leads. 

To improve site mobile responsiveness, test how your site appears on different mobile devices and browsers. Do your CTA buttons appear too big? Does the font appear too small? Do web pages get stretched or minimized on different screens? 

Make changes to ensure your site responds seamlessly regardless of your visitor’s mobile device. 

Load Time

Websites that load within the first two seconds have the highest conversion rate, and it’s not hard to see why. If a site loads fast, consumers won’t feel frustrated finding the content or products they need. 

There are multiple reasons why your site might not load quickly, from using an unreliable hosting service to having unoptimized images. To improve your site’s load speeds, consider the following:

• Working with a reliable web host
• Compressing your images
• Leveraging browser caching
• Avoiding website redirects

SEO Optimizations

SEO and user experience go hand-in-hand. Improving either of the two will always improve the other. Since we’ve addressed a number of UX optimizations already, we’ve mentioned most of the SEO optimizations you can make to improve site UX and design. 

Here are the few we didn’t mention:

• Get an SSL or TLS certificate to secure your site
• Improve your site’s core web vitals
• Ensure your site offers user-relevant and high-quality content (inclusive of keywords relevant to your business)
• Ensure consistent branding throughout the site

If you’re looking for inspiration on what great visual design looks like, visit the Mixpanel, Glide, and New Form websites. 

Use Compelling Website Copy

Your website copy needs to be based on your product/service and your audience. 

Users should walk away from the site having clearly understood what your product/service is, what it does, and how it’s different from the competition. Instead of discussing product features, focus on the benefits users can gain from them.

For instance, instead of saying that a laptop has the latest generation CPU, talk about what having that much power will mean for the user. You can say that they’ll game better on it or even edit videos better. Users want to know how a product/service will solve their problems.

Commit to understanding your users. What are their pain points? What kind of job do they do, and what’s their typical way of speaking? What’s their gender and age group?

Getting specific about who your target audience is will help you write copy that speaks directly to them, increasing the chances of conversion. 

Three websites that use compelling copy are Rolls-Royce, Trello, and PlayStation. All three clearly understand their target audience as seen in their choice of copy.

Invest in Content Marketing

Quality content should leave the audience inspired, educated, and/or entertained. Most importantly, it should be relevant to the user’s search intent. 

For instance, if a user is looking for information on the best laptop to buy for a student, writing a guide that compares the best laptops for students will make your content relevant to the user. 

Don’t limit yourself to one type of content. Feel free to mix short and long-form blog posts. You can also use other content formats like graphs, videos, and images as they might convey your message better than words will. For content that needs a deeper dive, consider using e-books.

While it’s advisable to promote your products in your content, avoid making your content overly promotional, especially for content meant to be educational. You can add a CTA at the end of the content or comment on how your product solves a problem, but don’t make it the main agenda of the content. Nurture visitors into converting with unbiased content. 

Ensure that you include enough trust elements in your content to earn visitors’ trust. Site visitors will think of you as a credible source of information when cite statistics, data-backed claims, and social proof signals like reviews. 

Most importantly, create a strong content strategy. Great content strategies address multiple questions, from what customers want to read to how you can outdo the competition. Ensure that your strategy also includes a content calendar to help structure how and when you produce and publish quality content. 

Set KPIs to Help Improve Conversions

Creating websites that convert takes some trial and error. What might work for one website won’t work for another. In some cases, what made you achieve high conversion rates yesterday might not work today. 

That’s why you need to carefully track different website metrics. Setting the right KPIs helps you collect enough data to tell the story of why your website is performing as it is. 

Consider tracking KPIs like:

• Conversions: These are the number of visitors that take the action your web pages were designed for. For instance, a web page might be designed to encourage subscription, compel a purchase, or offer users a demo. High conversion rates mean that you’re doing something right. 
• Bounce rate: This metric measures the number of visitors that visit your website and leave without converting or interacting with any other pages. A high bounce rate means you might have an issue with your web copy, load speeds, or overall design, to name a few issues.
• Load speeds: Keep site visitors happy by improving site load speeds. You can track your load speeds with tools like PageSpeed Insights. 
• Traffic by source: This metric tells you where your traffic is coming from. You can classify traffic based on device, campaign, channel, or platform. Tracking it will help you identify the traffic sources that are working for you and those that need tweaking. 

Accelerate Your Growth With Myosin

Creating high-converting websites starts with making intentional choices about your visual design, copy, and content. It also involves tracking the right things to improve conversions. Consider using the tips above to turn your website into a conversion magnet. 

If you want a growth marketing partner that’ll help drive up your website conversions and overall revenue, contact Myosin today.