Google conducts scores of experiments and usability studies quite frequently just to improve their products. Have you ever thought what the relation between products and usability is? Usability is akin to user experience (UX) that has close links with products. Google want to access how users feel about the products and services because the UX provides hints about possible improvements that could drive more people towards the products. Similarly, UX is almost as important for SEO because unless users feel interested in staying on the website longer the basic purpose of SEO gets defeated.
When any e-commerce platform experiences subpar performance in business, they often feel like making significant changes across the board. However, most companies fail to realize that the reason for underperformance remains linked to poor user experience. Unsatisfactory UX fails to create the desired level of user engagement that is essential for high conversion.
A more prominent part of user experience originates from web design. Poor web design can turn off for visitors who subconsciously decide against pursuing any purchasing activities on the website. Naturally, the business performance takes a hit. Since the first visual impression of the site must be most compelling, you must ensure that all design elements work in perfect harmony to pave the way for greater visitor engagement. Here are some web design aspects that need close concentration to help in realizing the business goals.
Contemporary theme for website
When choosing the website theme, make sure that it is modern and not dated. Dated themes like the ones that were popular a few decades ago could convey wrong signals to users. First, by looking at the theme, they may surmise that your business does not exist at the moment. Secondly, they may become suspicious about the security level of the website thinking that it does not support the latest technologies. In the end, visitors would doubt the credibility of the site and stay away from it.
According to the experts at Profit Surge SEO, since user experience matters so much to Google, the website would perform poorly in search results. Therefore, it is critical to take the user-first approach in web design and pick themes that users would like. To get hints about the latest trends, have a look at the websites of competitors that are doing well. The focus of design must be to captivate the audience right from the first time they hit the site.
Maintain visual hierarchy
Web design is all about blending aesthetics with functionality to achieve the business goals. While websites must look pretty and appealing, it must also be able to drive visitors in the direction that help to realize the business goals. The visual design elements comprising of color, contrast, size, shape, and positioning are powerful tools that you must use strategically to organize a web page.
Intelligent use of the elements would ensure you to manipulate the visitor’s attention in the way you want. By craftily positioning and composing the most critical design element like the CTA, you can drive the visitor’s attention to it almost instantly before they look at the other aspects of the website. Establishing a link between the desired action and the visual hierarchy can work wonders.
Showcase your value proposition
The web design should uphold the value proposition you want to convey to the visitors right from the time they look at the website for the first time. Being able to do it correctly would give considerable mileage to business because the visitors would find enough reasons to proceed with purchasing the product or service. The better you are in upholding the value proposition, easier it will be to convince customers about the goodness of your product or service as compared to others.
The design should reveal that you understand the primary need of customers and have a solution to address the need that could benefit them. Also, highlight how your product is different from many others and support it with valid proof to win their confidence.
Simplified checkout process
Whether or not customers would abandon the cart midway would depend on how precisely you design the checkout process. Streamline the buying process by having a minimum number of steps as possible because if customers have to wind through a lengthy process of checking out, they would surely not feel interested in spending as much time for it. By making subtle design changes, you can speed up the process so that the rate of checkout abandonment reduces considerably. Having a progress indicator that tells visitors in advance about the steps involved in the process could make things easier.
Balancing the design elements is an art that leads to better conversion, and you should never lose sight of it.