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There is no denying the fact that every business owner wants a website that helps in increasing the sales of the business. It is true for all types and sizes of businesses. Therefore, they come up with exciting ways to encourage users to visit the website and then buy products. Moreover, most users decide whether they want to buy a product/service from your website or not in mere seconds.
Several factors are considered by users when taking this decision. For most users, the overall design of the website factors heavily in their choice of buying a product/service. Therefore, your website design will determine your ‘conversion rate’. In simpler terms, conversion rate refers to the number of users visiting your website and going ahead to buy products.
The ideal situation is that a website must have a conversion rate between 1% to 5%. However, the percentage varies from business to business. Some businesses will have higher conversion rates than others. If your website has high traffic, i.e. a lot of users visiting the website but a lower conversion rate, you need to undertake a website audit to understand the reasons behind it.
This article focuses on informing users and businesses how a good website design will improve the website traffic and then convert that traffic into sales.
First Impression is Design Related
It takes just 0.05 seconds for an average user to form an impression about your website. This impression will determine whether the users will keep browsing the website or not. If a user leaves a website within the 0.05 seconds, businesses should not expect any sales. Moreover, according to a study, 94% of the first impression is design related.
Therefore, if your website design is poor, users will form a poor first impression of your website. Furthermore, 88% of users are unlikely to return to a website after a poor first impression. Therefore, businesses must understand that an investment in website design is critical to their success.
Focus on the Key Elements
A study was conducted which tracked a user’s eyes and how much time they spent on the different elements on the website. The study found 6 elements that users spent the most time on:
1. Business Logo:Users spent on average 6.48 seconds looking at the business logo.
2. Main Navigation Menu: 6.44 seconds were spent by users viewing the menu.
3. Search Box:A little over 6 seconds.
4. Main Image:On average users spent 5.94 seconds.
5. Content: 5.59 seconds were spent by users going through the website’s content.
6. Bottom Part of a Website: Users spent about 5.25 seconds.
A good website design gives important considerations to these 6 elements. Hence, a professionally designed website design will provide users with excellent user experience and lead to a higher conversion rate. Moreover, users are likely to keep returning to the website and recommend it to others.
Navigation
An essential aspect of website design is navigation. As mentioned above, users spend 6.44 seconds on the navigation menu. If users are unable to find the page or product that they are looking for, it will affect their user experience. A HubSpot survey reveals that 76% of users regard the ease of navigation amongst the top features a website must have.
Users usually leave the website if they are unable to find the product or information they are looking for.By removing unnecessary pages and making information easier to find, websites can improve their traffic and convert that traffic into sales.
Content
Without a doubt, one of the most critical aspects of website is the content. Good content will help you to get your message across your audience effectively. The content must be relevant, rich with appropriate keywords and customer focused. The font must also be appropriate, and Google has a long list of fonts to meet the needs of different users.
Graphics
The web graphics also help improve your traffic and ultimately your sales. Always use JPEG pictures for your website as they offer the highest quality. Secondly, rescale the images according to the website. Similarly, make effective use of videos for your website. Graphics can communicate a message better than anything to your customers.
A short video highlighting the key features of your product or service will save the users valuable time. It must be noted that a good web design makes effective use of the whitespace. Instead of bombarding the webpage with content and graphics, a proper level of whitespace must be maintained.
Conclusion
These are only a few factors that highlight the importance of a website’s design in increasing the traffic and sales of a website. Website design has numerous other factors which can help you increase your traffic and sales. Nevertheless, businesses must start investing in their website’s design if they wish to see their performance improve.
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