How Web Design Can Turn Browsers Into Buyers

Sep 04, 13 How Web Design Can Turn Browsers Into Buyers

Anyone in business today knows the value of a website. It’s the way to be found. But more than that, it can help you earn new customers on the spot; customers who might otherwise pass you by. Surprisingly to some, it’s not totally about being ranked number one on the search engines, though that does help. Getting traffic to your site is, of course, necessary for gaining new customers, but what they do on the site is actually more important to your bottom line. This is where your web design becomes critical. It will either turn those browsers into customers or it will turn them away.

We’ve compiled some of our top tips for turning website visitors into buyers. How does your design stack up?

A Word About The Website Conversion Rate

If you’re working with a web design firm, you’ll hear the term ‘conversion rate’ tossed about. This term refers to the number of website visitors that actually buy something from your site. It is a more effective measure of a site’s success than simply measuring the number of visitors the site receives because not all of those visitors end up buying.

5 Web Design Tips To Increase Your Conversion Rate

Explain What You Can Do For The Customer. Nothing is more annoying to a website visitor than having no idea what the company does. If they can’t immediately figure that out, they’ll leave. Clearly communicate what you do on every landing page. Think like a customer. What do they want and need to know before they can make a decision to buy your product or service? Provide that information and make it easy to find.

Present a Clear Call To Action. Make sure customers know where to make their purchase or complete their order. Use terms that make sense for the desired actions. If you want a customer to make a purchase, use terms like “Shop Now” and “Buy Here” and make it easy to find the link to do so. A big red button may sound cliché but it works. You don’t need to get that obvious, but you get the idea.

Make It Easy For Customers To Buy. Do not make your site overly complex. The harder the site is to use, the less people will use it. Website visitors want to make a quick decision and a quick purchase and then move on. If they can’t find what they need right away, they’ll leave. Don’t make them jump through hoops to find the page they need and don’t make them sign up for newsletters or request loads of personal information before they can even complete their purchase. Ask for the bare minimum of what you need to complete the order and make sure it is crystal clear how to add products to the shopping basket.

Establish Trust. Fears of identity theft and security breaches make many people wary about shopping online. To ease their fears you need to gain their trust. Make sure your web design includes pertinent information about your business such as an actual street address and a phone number with real people answering the phone. Be sure to include your privacy policy, shipping procedures and your SSL certificate and VeriSign Secured logo on the site, if necessary. Professional web design will convey a professional image, which can help make site visitors feel more comfortable sharing their personal and credit card information on the site.

Get Rid Of Clutter. Many businesses want to put as much information as possible on every page. The thinking is probably that more information is better at helping visitors make decisions, learn what they need to know and establish trust in the company, but it can backfire. Too much information can overwhelm the call to action or the product listing itself and turn buyers off. If you don’t need it on that page, don’t include it. There’s a reason “less is more” and “keep it simple” are still popular phrases and philosophies.

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