The most aesthetically pleasing website in the world only converts well if users enjoy the look and functionality of the site. Determining visitor preferences and how to meet their needs is a huge part of building a successful site.
Website design requires juggling multiple factors. Designers must determine the best typography, find which colors users respond best to, add interesting images and use the right language for their calls to action (CTAs). Meshing all the elements into a website that converts requires experience and practice.
Here are some steps to transform blah designs into fabulous, high-converting pages.
1. Research the Audience
People need to know their audience. Today’s research tools sort through massive amounts of data and spit out reports and predictions based on past behavior and audience demographics.
Designers should tap into the power of artificial intelligence (AI) tools to get a handle on what their users like best. People trying to reach a new audience should use AI to predict their preferred elements. They can then create new landing pages targeting a specific segment.
Source: https://www.shabbyfabrics.com
Shabby Fabrics takes into account that most quilters are women and chooses a color palette accordingly. While the mauve hues may not appeal to men who quilt, they will likely overlook the design for the vivid fabrics displayed on the page.
The design utilizes a deeper mauve for the top information ticker and a lighter shade for the navigation menu to create a design hierarchy that grabs user attention.
2. Speed up the Site
Designers who want to please everyone should ensure the site loads quickly. People are busy. If a website takes more than a few seconds to load, they’ll likely bounce away to a competitor. Mobile users are growing more frustrated with slow-loading pages with the advances in connectivity and the higher speeds of 5G networks.
Some ways to make a site load faster include investing in the best hosting plan possible, caching images and reducing file sizes.
3. Highlight Key Features
Knowing the audience means understanding what they care most about. Gen-Z users may be in college or trying to save money to buy a home. They’re likely on a budget and will appreciate highlighted sales and clearance items.
Other audiences may care more about quality, personalization or loyalty programs. Designers should know what visitors seek when they land on the page and can highlight those items to make locating them easier.
Source: https://arranmorelighting.com
Arranmore Lighting & Fans offers users the opportunity to shop by room, style or color. An analysis of how people search for items on a website provides insight into how to best meet their needs and design a site they’ll respond to.
The website also has a featured, colorful box on the home landing page showcasing the end-of-year clearance event. Designers can highlight inventory they wish to move in a similar way.
4. Improve Mobile Responsiveness
Revenue from mobile apps will reach $613 billion by 2025. People spend more time on their smartphones and buy from them more frequently than pre-COVID. People who want to meet user preferences must ensure their websites are mobile-responsive.
Test the site on different screen sizes and ensure they adapt and everything is readable. Consider how someone interacts on their phone versus a desktop computer. They need a button large enough to tap with their thumb or forefinger. They should also be able to automatically fill out forms so they don’t have to type on a tiny keyboard on their screen.
5. Select Visually Pleasing Colors
A pretty design is pleasing to all users. How do designers determine which colors work best, though? One rule of thumb is to limit the number of choices to three or so. There’s no need to include white or black in the equation.
Consider white space and balance. A bold red next to a brilliant blue and dark purple text could make the site unreadable. There should be a nice contrast and accent colors to create an aesthetically desirable design.
Source: https://www.semrush.com
SEMRush uses bright colors but creates enough contrast to keep the overall look readable. The deep purple background has geometric accents in the corners in a medium purple and green. The text is a neutral white to pop against the darker background. The entire impact is bright, exciting and usable.
6. Listen to User Feedback
Designers should ask users what they prefer. They could send out a survey and ask for feedback on their website design. It’s hard to know what people want unless they’re asked. Let them vote on two different looks, have input on color palettes and say which features they want to keep and which can go.
Marketers can also pay attention to heatmaps and see if CTA buttons or pages aren’t converting well. Do people bounce off the page within a second or two? Adjustments may be needed to keep them on the site longer.
7. Make Images Relevant
Photos and illustrations help add to a design’s overall impact n. However, if they aren’t relevant, images can detract from the message. Designers should seek unique visuals that pull the reader in and further explain the information on the page or add interest.
Images can move the reader’s attention where it should go. A person pointing toward a CTA button or looking to the right where the text is can encourage the user in the proper direction through the sales funnel.
Source: https://www.firewatchgame.com
Firewatch is an interesting product site for gamers. The logo sits at the top center of the page, and to the side is a man on a cliff looking out for a fire. However, he also faces toward the logo, drawing attention to it and showing the user what the game is about through the wordmark.
Adding illustrations and images and thinking through the subtle impact can give website designs an underlying element that drives engagement.
Run Tests and Listen to Customers
Determining what users want takes time. A/B tests can uncover which designs they respond best to. Designers should consistently try new things, ask site visitors what they think and add new elements to better meet their needs. A website that hits all the high points can lead to more conversions and loyal fans who share the brand with their connections.
Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.
