— Good Web Design (@goodwebdesign) May 17, 2020
Everyone wants to boost conversions on their website. Marketers and designers know that optimizing small parts of your design can make all the difference.
Why is it so important?
Imagine if you could get $10 from every customer that comes to your website instead of two. Is that important to you? Of course it is. This is why optimizing for conversions matter.
Now let’s talk about these basic principles that will improve your conversion rates.
Have you heard of Hick’s law? https://lawsofux.com/hicks-law
Well Hick’s law basically means this the more choices you present to someone the less likely they are to take an action. How does this apply to web design? well, it means you need to keep your design simple. You need to limit the number of distractions on the web page and in the navigation bar, etc.
In the famous words of Stephen Krug, don’t make me think.
Think about the last time you went to the grocery store. If you went into the spaghetti sauce aisle and tried to purchase some red spaghetti sauce, you would be presented with about a thousand different versions of red spaghetti sauce.
Which one do you choose? This is called paralyzed by choice, you can’t make a decision because there’s too much data.
Now, if you went to the spaghetti sauce aisle and there were only 10 different red spaghetti sauce flavors, then it would be simple to make a decision. You could make a purchasing decision on which red spaghetti sauce you wanted in a matter of seconds.
So, what does this mean? It means don’t overwhelm your website visitor and have a simple and clear call-to-action.
Rule of Thirds
Ever heard of the rule of thirds? The rule of thirds is taken from the field of photography. The way it works is, you line up the view that you are about to take a photograph of into a grid of thirds, which works out to a box grid with 9 boxes in it.
One third of the boxes the top 1/3 of the boxes the middle and the bottom equally 1/3 is the left 1/3 is the middle 1/3 is the right, equaling 9 boxes.
To apply this to your webpage look at the four intersections of the boxes. This is basically the middle of the web page. Put your most important points that you want to convey to your website visitor on one or all of the four points of the boxes.
This keeps it simple for your visitor focuses their attention and this equals a boost in your conversion rate.
Speed is Important
The issue is that website visitors are impatient. And this is understandable. So, your website needs to be fast. No one wants to wait for your website to load. If someone has to wait for your website to load, instead of waiting, they will just hit the back button and go somewhere else. That’s just the way it is and you need to deal with it. So what can you do probably your best bet is to hire someone that can speed up your website. you can also go to these two websites to learn more about your page speeds.
Google Page Speed Insights: https://developers.google.com/speed/pagespeed/insights/
Understanding Negative Space
In the world of web design Montreal negative space is often called White space. The opposite is positive space. Positive space will be all the areas on the web page that have stuff like text or images. therefore negative space is all the blank area in between the positive space.
If you don’t have enough negative space, you will overwhelm your visitor, and your website will be unreadable, and your visitor won’t be able to take the action that you want them to.
If you haven’t already, read our top paragraph referring to Hick’s law. This is Hick’s law in action.
A good rule of thumb for negative space is to think about the text on your webpage. You do not want to have more than three lines of text without a broken up space, or as you now know it’s called negative space.
Remember three lines of text and then white space. It’s important.
This rule becomes even more important on mobile devices. Mobile devices are even smaller and harder to read on. If you have more than three lines of text on a mobile device you can just assume that no one will read it. They will skip over it just about every time.
Another important thing to remember is your font size. A basic rule of thumb is, the smaller your font sizes, the more space you will need in between the letters and paragraphs.
Also when writing for the web it is best to use the largest font size you can get away with, without the font being too big.
The F Layout is Your Friend
The F layout is a straightforward idea (https://webdesign.tutsplus.com/articles/understanding-the-f-layout-in-web-design–webdesign-687). The text and paragraphs on the web page form the shape of a capital f.
This makes sense and is congruent with what we said earlier, about negative space and keeping things simple via Hicks law.
Use Pictures of Human Faces
If you can, use pictures of humans faces on your landing pages. why? Well people love to see other people. This is deeply ingrained in our human fabric.
If you have a picture of a person smiling on your page, people instantly feel familiar, and at ease, and they are more likely to interact with the web page.
A great way to understand the importance of human faces in regards to conversions, is to go to YouTube.
The vast majority of video thumbnails on YouTube have a person’s face on the thumbnail. There has been tons of data that proves by simply putting a person’s face on your thumbnail it increases the chances of somebody clicking on that video by hundreds of percent.
The data is very clear on this. If you would like more interaction with your webpage and more conversions, try to work in pictures of humans faces on your page.