A Guide to Maximize Conversion #2: Design and Structure

In this series, we will cover different ways to maximize your conversion. In part 1 we talked about the basics of conversion optimization. In this part we cover the design and structure of your website and how it can change the users interactions on your website.
Design Conversion Optimization

Take best practices serious

When you start designing your website you should definitely watch out for best practices. Website visitors have certain habits and expectations you should satisfy. You probably think it is best to use a creative and unusual layout for your landing page or online store to be most unique and memorable. As it is important to create a strong branding (e.g. by using a memorable color scheme), it is also important to give the visitor the opportunity to act fast and thus get to the content he wants fast. Keep in mind that your visitors have only little time and they definitely know their alternatives. The average attention span of a visitor lays somewhere between one and five seconds nowadays. So the basic structure of your website is one of the keys to reduce your bounce rate and thus to maximize your conversion rate. Over the time we have developed a bunch of online stores, and this is what we consider to be a kind of best-practice-shop-homepage-structure.
Perfect shop layout

If you take a look at some big online stores, you will see that this template fits most of the time. So you can be rather sure, that your visitors will be able to find their way through your website fast, if you stick to this structure.

Create a strong branding

As already mentioned above it is a good idea to create a strong branding for your online store. A strong branding can be one USP, which differentiates your store from your competitors. Also it ensures that your visitors will remember your store and thus increase the chance that he comes back, which in turn can increase your conversion rate. Here we will focus on how your design can help to build a branding. Of course there are other (even more) important things to achieve this (e.g. social media, special features).

Branding starts with your layout and the basic CI (which consists of your logo, colors and fonts). Those are the parts, where you can be creative, though there are some things you should consider:

  • Text should be readable
    • Black on white always works best
    • Use nice to read fonts (Open Sans, Arial, Verdana, Helvetica)
  • High-contrasts tend to confuse your visitors (go here for nice color combinations)
  • In particular avoid misleading and confusing logos
  • Colors trigger certain emotions – keep this in mind!

Think of your „red trail“

Every website should have one main goal. If you are running an online store this goal most likely will be the generation of sales. You probably know, that you should highlight your CTA(Call-To-Action)-Buttons to draw the users attention to that button and make him act the way you want him to act (buy your products). One problem you are probably facing is that you have so many great features and things you want your visitors to do and thus you have a lot of CTA-Buttons. Having a lot of CTA-Buttons in turn make your visitors lose focus and getting confused. So you should only focus on one action per page and use a noticeable button for this action and only for this action. You can think of it as a red trail.
Red Trail CTA

Follow your visitors thoughts

When you are structuring your online store or are about to implement a new feature then you should try to put yourself in your visitors shoes. This is important to put things into the right order and to decide, which elements are important at which point. Here are two examples, which should clarify this thought:

  • If you are selling a product which is in need of explanation, your product description (or a video) should be positioned rather on top of your page.

  • If you are selling different product variants, the select boxes should be right above your „add to cart“ button. The user wants to see his options before he wants to buy your product.

Add to cart button

This kind of thinking can be transfered to any element you want to integrate.

I hope, you liked part 2 of our guide. The next part will be about building trust.

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