5 Ways to Improve Your Website’s Conversion Rate Through Design

1 Have a clear value proposition

The general purpose of any service or product offering is to solve a specific problem for your target audience. So, when writing copy for landing pages, your value proposition should be crystal clear so there is no room for confusion.

Your copy should communicate both an understanding of your buyer’s pain points and how your product or service can help. It can also help to differentiate your proposition from your competitor’s offering, which is highly important, especially in competitive eCommerce landscapes. 

If your value proposition is not clear, visitors may become confused or lose interest, resulting in a higher bounce rate and lower conversion rate. 

2 Use clear, strong calls-to-action

Every landing page should serve a specific goal, whether it’s to provide important information, earn eCommerce conversions or generate signups. Writing compelling calls-to-action (CTA’S) help to motivate users into performing a specific action on that page. 

Your CTA should be short, sweet and concise, and easily accessible at various points on the landing page, ensuring they are never buried at the bottom of a load of text. CTA’s should be immediately clear, otherwise, you risk users not acting at all. 

It’s important however to remember that CTA’s don’t exist in a vacuum and should be supported by strong, motivating copy that makes the benefits clear to readers and preempts any questions that might be a barrier. 

3 Keep forms short

Whilst it can be tempting to create in-depth forms to pre-qualify leads and get as much information as possible, long contact forms with multiple questions can instead deter users from getting in touch at all.  

Long forms can also isolate people that do not have enough time, motivation or information to sit and fill out a lengthy contact form, or they may even have privacy concerns meaning they don’t want to share that much personal information with a business they haven’t dealt with before. 

You should instead make it as easy as possible for people to get in touch with you, whilst working to capture key information that is relevant to your business. 

4 Build and demonstrate trust

A key factor when it comes to making a purchase decision or reaching out for services is trust. When a user lands on your website, they are looking to establish a few things, including whether your offering provides a solution to their needs, or that your website or organisation is credible and legitimate. 

To both build and demonstrate trust, you should:

• Openly display service or product reviews
• Demonstrate any relevant certifications, licences or awards
• Use high-quality, non-spammy text and images
• Utilise social proof such as testimonials and case studies

This step can appear complicated, but it is in fact rather simple. Consider your own product research and buying process – when you choose a provider, how do you establish their credibility? Reduce risk for your website visitors to help aid conversion rates, customer retention and lifetime value. 

5 Remove clutter and distraction

We’ve all clicked on one of those sites, whether looking for a banana bread recipe or trying to determine the best pair of running shoes for under £100 – only to find the piece of information concealed behind ads, banners, scrolling malfunctions or paywalls. So, we abandon the site in frustration, never revisiting it again. 

Whether you’re offering a physical product or a service, your page should flow in a logical way without unnecessary fuss, information or graphics, and each piece of content should serve a specific purpose relating to your value proposition.

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At Affinity, we’re experts when it comes to Conversion Rate Optimisation (CRO). We take a data lead, informed approach to UX & CRO decisions to improve the performance of your website. From extensive insight audits to website design services, we can help your website work harder for you.