6 Principles for Conversion-Focused Web Design

In this article, the experts at Isola explain 6 principles for conversion-focused Web Design. If you want to know how to increase your sales, the number of subscribers to your newsletter, or emails for inquiries, all you have to do is follow these simple tips of ours.

Before we delve into this new topic, though, let’s start with a brief introduction to what Web Design is.

What is Web Design

Web design is the discipline of developing a website to reach a specific audience. Its goal is to obtain useful conversions for the company, that is, valuable actions performed by users. These can be:

• The purchase of a product or service;
• A call for assistance.

Their nature varies, of course, depending on the brand’s activity.

Basically, Web Design can be seen as theunion of Web Marketing and traditional Design. From online marketing, this discipline takes actions such as:

• The creation and implementation of the site;
• The creation of content from a copywriting perspective,
• SEO optimizations on search engines.

The skills listed above are then combined with the principles of design. In fact, concepts such as balance, color, lines, shape, direction, and more must be applied in building a website to make it more functional, navigable, and high-performing.

The 6 principles of Web Design that help you get conversions

Now to the crucial part of this article. Here are 6 Web Design principles that can help you get more conversions:

1. Keep users’ attention with a single focus
2. Create consistency between paid ads and landing pages
3. Create a site structure in line with your goal
4. Create consistency between paid ads and landing pages
5. Captures the user’s visual concentration
6. Eliminates friction points in user experience

Below, we will look at each of the principles listed individually.

1. Keep users’ attention with a single focus

One of the main prerequisites for creating a design that can convert is to have a single , well-defined goal . In fact, this allows you to make every element of your page functional in achieving it.

Therefore, it eliminates all information that might be superfluous.
All kinds of distractions pull you away from conversion and make your site’s page more scattered. For example:

• Try not to include too many calls to action
• Don’t give users too many choices so as not to risk confusing them

Remember that keeping users’ attention is the first step toward a Web Design that can convert.

2. Create a site structure in line with your goal

After outlining the objective, put all the information into an effective and consistent structure. Providing the user with a clear and precise path is essential for achieving higher conversions.

This step is crucial to the growth of your business, as it allows you to show visitors the benefits of your product/service, before offering them to buy online.

But how exactly do you go about creating a structure that can convert?

Essentially, this is a very simple strategy of taking the user from the problem (starting point), to the solution (end point), thus increasing the likelihood of conversion.

You can take advantage of videos, text, photos, icons and more in order to achieve as consistent a structure as possible with your goal.

3. Do you highlight the benefits of your product or service?

Today, people’s attention spans online are getting shorter and shorter-that’s why text content is no longer sufficient to deliver the information.

To obviate the reading problem, simply include illustrations, photos and videos that can communicate the message immediately.

Why is this?

Because images are easier to remember and stick in the mind more.

Once you understand what images to include on the pages of your site, you will just have to be careful about consistency with the message to be communicated, in order to elicit empathy and emotion in the user, and direct them to purchase.

Let’s see how:

• videos communicate the message quickly, engaging the user and increasing the user experience of the landing page;
• illustrations lighten the textual part;
• Icons convey corporate values and benefits well.

4. Create consistency between paid ads and landing pages

Try for a moment to imagine that you click on an ad you found on Google and happen upon a landing page that is totally different from the one you imagined. The first thing you would do would be to close the page you just opened.

Do you now understand how important consistency between listings and your site’s landing page is?

When doing digital advertising you need to reassure the user and make them feel they are in the right place. By doing so, he or she is more likely to continue on the path that leads him or her to a purchase or action that is important to your business, and you avoid site abandonment as a result.

5. Captures the user’s visual concentration

Let us now see how to capture the user’s concentration visually through different aspects:

• CTAs (call to action) are calls to action offered to visitors in order to achieve your goals. They should be highly visible and should attract attention through color, animated effects and eye-catching copy.
• Contrast between elements on the page is important. In fact, bold and different text sizes are essential to make the user find the information they are looking for immediately.
• Negative or white space (part of the page that is not covered by textual and/or graphic elements), allows you to keep the focus on the elements that are important to you.
• Arrows and directional images (photos/images where the subject is looking in the direction of the text) shift attention to the significant elements of the landing page so that they are displayed first.

6. Eliminates friction points in user experience

An additional aspect to consider for conversion-focused Web Design is that concerningUser Experience and the elimination of friction points.

Let’s look at 3 aspects specifically:

1. The Contact Section
   Try to abbreviate this section with a simple contact form, but one that encapsulates all the most important information. Also, if possible, motivate the request for information: if you ask users for email, warn them that they will be put on the mailing list of the monthly newsletter, for example. This action, besides being correct, is also mandatory!
2. The mobile version
   Optimizing your site for mobile version is of paramount importance.
   To do this, you simply choose a “mobile first” approach. Also, try to make the design very simple and agile, eliminating sections that are not aimed at conversions.
3. Loading speed and accessibility
   Today’s users are less and less patient. In fact, if a visitor waits for more than 2 seconds for the page to load, he or she is very likely to abandon the platform due to “excessive waiting for loading.” So be very careful about the loading time of your site.
   Also check that the pages are usable for people with disabilities.

Applies the principles of Web Design with Isola

Is the Web Design of your site not converting as you would like? Don’t worry.

Choose graphic and web designers Isola to create personalized, professional and elegant graphic designs. Our web marketing agency is dedicated to empowering your communication with an approach that is both strategic and creative.

If your company needs a corporate image makeover, to build a brand identity or improve brand awareness, you can find in the creation of a website a great place to start.

What are you waiting for? Request a quote or consultation from us now!