How Web Design Increases The Conversion Rate

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How Web Design Increases The Conversion Rate
Srdjan Kali

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Srdjan Kali

Jan 25, 2019

What is it that draws people's attention?

In the field of digital marketing, this is considered as a hard question and, as you can guess, it is not easy to answer.

One of the important parts of a website that helps to increase the bounce rate and directly affects the conversion rate is certainly - the landing page.

Like the page to which a particular ad leads, the landing page is often the most important page for commercial sites, as it is expected to bring profit or other desired benefits. If you attract a visitor to that page so that he wants to explore further, you will be on the right track to success.

If, however, your landing page manages to increase the percentage of conversions, or the number of users who do exactly what you want on your site - sign up for a weekly newsletter, download promotional material about the company, or find exactly what interests it and order it or buy, then you can say that you really succeeded in the intention.

When it comes to connecting the digital marketing and user attention on the Internet, there are three important items:

  • attracting attention
  • maintaining attention
  • focusing attention

You will attract attention with an intriguing text title, glowing photo, or an interesting advertising solution that will lead you to the site's target page, you will retain it with attractive content on a page that meets the expectations set by your ad, and you will focus on the overall look of the cover page or any other page on the website.

HOW TO DESIGN AN EFFICIENT TARGET PAGE?

When designing a site, you can also benefit from the so-called designing for human attention. Some of them can be found in an electronic book titled "Attention-driven design: 23 visual principles for designing more persuasive landing pages", which is available in PDF format for free download.

These are some of the items that are noted in the book as unavoidable when designing a website in a way that will attract and retain the attention of the visitor.

Moving images - A number of studies have shown that any kind of movement or movement on the page quickly draws the attention of the viewer, whether it's a video that is automatically released or an animation that calls for action. One should pay attention to the extent to which the gestures are represented and in which places they are on the side.

Contrast - visitors will easily look at something that is in sharp contrast to the rest of the page. This can be achieved by simply using a color that jumps out of the overall tonality on the site.

Highlighting - everything that is on the site underlined, framed, written in a larger font or in any other way emphasized, will certainly be noticed.

Whiteness - empty space is a very important element of web design. The whiteness gives space to the contents to breathe, and if a particular product, say, surround the whiteness, you will put a focus on it.

Anomalies - what in a way differs from the rest of the content and does not fit in the whole, it will surely attract attention. In this way, it is possible to extract targeted content, but make sure that something does not turn out to be as important as a mistake.

Consistency - whichever access to design you choose and in any way to represent content on the site, stick to that approach and do not deviate from it.

Repeat - keeping in mind the fact that repetition is the best way to remember, on one side it is advisable to repeat words, sentences or calls to action (CTA) several times that you consider important.

Alignment - you can center the content, you can align it on the left or right margin, you can set a different alignment for a particular group of pages, but whatever you choose, try not to deviate from it (see also: consistency).

Grouping - interconnected content should be grouped together. However, there is a need to find a measure, because it is not good if too much content is concentrated in one place.

Symmetry - balanced and symmetrical appearance will contribute to the positive impression of the viewer. It is not necessary to have everything on a single site in symmetry, but it will not be good even if the content is too ambiguous or chaotic.

I hope we've helped you with your research. There are many more interesting topics on our site that can help you. Do not hesitate to study them.

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