Smarter websites are largely user and technology driven. These can help you reach a wider audience, attract and engage new customers, capture their details, and measure ROI.
Such websites track and analyse your customers’ movements and experiences, helping you to devise your marketing and product strategies according to your users’ choices and interests. This helps in driving more traffic to your website and consequently improving your conversion rates.
Let’s find out how Smarter Websites can help you boost the conversion rate for your business:
Improve Website Load Speed
Loading speed is the most important and perhaps the only consistent factor that has stayed constant over years to decide the course of your conversion rates statistics.
According to Kissmetrics, 47 per cent users expect a website to load within 2 seconds or less, 40 per cent choose to abandon a website if it takes more than 3 seconds, and most importantly 79, per cent of users who are dissatisfied with the website performance are less likely to visit that site again.
Smarter websites take less time to load, increasing conversions and boosting your business.
Pay Attention to Psychological Principles
To convince your consumers to avail your services or buy your product, it is imperative that you know them well, the logic behind their market behaviour. There are certain principles that define how and why a consumer’s’ mind behaves a certain way.
I. Hick’s Law: Offer lesser options to choose from
According to Hick’s Law, as you increase the number of choices for your users, the decision making time of your users increases logarithmically.
When you offer a plethora of choices to your users to help them identify the right product that best suits their needs, you might get a large number of visitors fancying your business or site, but, your customers.
As you increase the number of alternatives your consumer can choose from, you create a dilemma like situation for your customers, which eventually results in site abandonment.
By adopting smarter websites, you offer limited and clear-cut choices to your customers, saving your customers’ time and money by not creating confusion and chaos for them. This helps customers in making their choices and decisions faster and eventually increasing conversions for your business.
II. Rule of Thirds: Draw direct attention
Rule of Thirds divides the plane at hand, into nine equal boxes by drawing three equally spaced horizontal and vertical lines. It recommends placing your main text or tagline and CTA buttons on the points where these lines intersect each other, also called sweet spots, as these are likely to draw the direct attention of the viewer.
Smarter websites are designed around the sweet spots; placing the main text about their services, “Sharpest Reputation & Perfect Experience” around the first sweet spot and the navigation bar along the second horizontal line, drawing the direct attention of the viewers.
III. Gestalt Similarity Principle: Grouping similar elements
The Gestalt principle of similarity states the things which share the visual characteristics like color, size, orientation, texture, and shape will be seen as belonging together.
It is a tendency of the human mind and eyes to group and visualise similar elements together and perceive their meaning in relation to each other, even if, they don’t, sometimes.
Consists Ample White Space
You might want to share a lot of information about your products and services with your customers and in that desire, you might leave them fidgeting with a hundred elements on your web page.
White spaces give every element its own room to breathe and lets users consume each and every element before moving forward.
Smarter Websites are crafted with ample white spaces between elements, makes a web page look organised, rather than cluttered, which usually turns consumers away.
For instance, consider the following cluttered web design example; with random rainbow-coloured designs, news quotes, embedded video, and unappealing visuals, all adjusted within a webpage, it turns the viewers away.
While at the same time, consider Flat’s homepage, with a bare minimum number of elements, sending a calling to the viewer.
Draw Potential Customers’ Attention Through Color & Contrast
Though it is true that, “Content is the King”, which it surely is, colours too play an inevitable role in web designing and increasing the conversion rates for your business.
According to QuickSprout, colours increase brand recognition by 80 per cent. Also, people are said to make subconscious judgments within 90 seconds of their initial viewing and 90 per cent of these assessments are based on colours alone.
Colours define the nature of your product, site, and your business. Colours, when chosen carefully can improve your conversion rate significantly.
Smarter websites choose colour palette accordingly, based on who’s the target audience, business type, products and services offered and consumer feedback. Appropriately choosing colours and their contrasting can help in drawing the direct attention of the users on points that define your business.
With colours, you define a flow; how you want your user to pay attention to. For instance, Neil Patel Digital uses colour and contrasts beautifully to define their business and the services they offer, by clearly highlighting the major points in bold with orange colour on a black background.
It’s good to experiment and bring about new reforms. But, there are certain terms, the consumer world has got accustomed with.
If you visit any e-commerce store, there you’ll find terms like, “Add to Cart”, “Buy Now”, icons like that of the cart, hamburger button, and microphone; the user knows what these mean.
Changing such norms will mean that your visitors and consumers will need a learning manual to get started with your products and services, which will eventually take time, leading to turning away of your potential customers.
Smarter Websites use icons and terms, your users are accustomed to. Since they already know the meaning of the terms, this will reduce their decision-making time, increasing conversion rates for your business.
Mobile-friendly websites help you widen your horizons and address a larger audience. According to Statista, more than 50 per cent of the total web traffic, is generated through mobile phones. Failing to provide one can prove to be a downside for your business.
Moreover, Google prefers mobile-friendly websites. Having a mobile-friendly website for your business helps in making space among Google’s good books. Thus, improving your SEO rankings for mobile search engines.
Smarter Websites accomplish multiple motives for your business. Not only they are mobile-friendly, but they are responsive in nature and can adjust their content according to the device’s viewport. Be it any desktop, laptop, tablet or mobile phones, responsive websites provide a seamless user experience across devices.
Facilitates Ease of Navigation
Seamless navigation plays a vital role in determining the conversion rate statistics of your business websites.
While you might want your users to proceed through a flow to avail a service, they might want to know where they actually are. Also, back buttons in the browser need loading again, which can prove tedious and hectic experience for users, resulting in site abandonment.
Smarter Websites deploy breadcrumbs to help users identify their position on the sitemap and ease backward navigation.
Learning from User Behavior and Site Experiences
Customers form the foundation of any business; and, to cater to their needs and choices, it is imperative to analyse their focal points and understand their behaviour while navigating through your site. You need to test whether what you thought would work, is really working the same way or not.
Begin with Heat Maps. Heat maps track eye movements of the users, specifying how users are consuming the content or information on the webpage. Heat maps use warm to cool colour spectrums to identify the areas that receive direct attention and which don’t.
Next use scroll maps. Scroll maps identify the margins where your users are leaving your webpage. They determine what should be the length of your webpage, for maximum conversions, where you should place your Sign Up buttons, forms, and important CTA buttons.
Once all these data are collected, smarter websites go for A/B testing. Testing each element one by one, recording user response. This helps in figuring out the likes and dislikes of your consumers, the upsides and downsides of your business website.
Keeping Pace With the Changing Technologies
The Smarter Websites cope up with the changing and trending technologies.
The tech world is ever advancing itself. Needless to say, your website should be laced with the latest technologies. Voice bots like Alexa, Siri, and Google Assistant are reforming the way clients interact with the websites.
With latest frameworks and technologies like Artificial Intelligence, Machine Learning to accumulate and analyse user data over time in place, and Augmented Reality and Virtual Reality to reform how things are visualised, you can make your website smarter and can boost conversion rates for your business.
Consumer world is ever changing and change is what remains constant over time. With just 50 milliseconds to mark your visual appeal and 6-8 seconds to tell about your business, you really need to work smart and adopt smarter strategies.