The importance of UX design for your website’s conversion rate
We preach good design here at Kevin Brown Design. After all, it’s what we do. But design is about more than making websites look beautiful. Design also impacts user experience and can have a significant impact on your website’s conversion rate. You might not realize it, but how your website is designed can be the difference between gaining hundreds of customers or gaining only two customers. Here’s more information on why good design is so important:
Good design increases customer satisfaction
Happy, trusting customers convert. It doesn’t matter what the conversion is (making a purchase or signing up for an email list); users are far less likely to convert if they are unhappy, especially if they don’t trust you or your website. Do you know what makes them unhappy? Bad design. Although sometimes seeing flashing pink and yellow banners can provoke a good laugh, and watching pieces of fruit fly across the screen at random intervals may inspire you to share the website link with your friends, these designs do not provide users with the type of happiness and trust that leads them to make purchasing decisions in your company’s favor. A large portion of consumers judge companies based on the professionalism of their web design, as well as their attention to detail.
The design is the guide
A well-designed website works as a guide. Not only does it make things easier to find for the users who came to the site with a specific purpose in mind, but it also can help to direct users to find the information they need or even to take specific actions you want to push them toward. With good design, there is a clear and obvious path to take. One that ends in an enticing call to action. Without good design, users risk getting lost. If they can’t find what they are looking for, they will likely leave the website unhappy and without converting.
Mobile design matters
Great web design takes into account all of the possible ways that a user could be viewing the website, which includes making sure that the website looks great on every device. As smartphone use increases, good design is becoming even more important for conversion rates. Customers are making purchases on smartphones more and more often; some customers don’t ever use a traditional computer. If your website isn’t designed with mobile in mind, you could be missing out on a huge number of conversions. In fact, when users are on a mobile device, their Google search results are based partially on the responsiveness of the website. If your site does not have good responsive design, you may be bumped down in the rankings.
Color impacts conversion
Good design uses color very intentionally. Color isn’t just a way to make elements of your website stand out and look pretty; it’s a way to influence user behavior. The difference between a high-converting, well-designed website and a poor-converting, badly-designed website can be the colors they use. Colors need to match both the brand and the action that you want the user to take. Blue, for instance, creates a sense of trust, whereas green is a relaxing color associated with wealth. Both are perfect for purchase buttons. Red, which creates urgency, is better used in clearance events. Of course, it is not as simple as choosing one color; the colors on your site need to work together to create good design and to draw attention to CTAs.
What to do now
If your design is not positively contributing to your conversion rates, it might be time to consider a refresh. Kevin Brown Design can help you redesign your website in a way that promotes amazing user experience and improves conversion rates. Get in touch today for a free consultation.