Websites are redesigned for a reason. Big brands and small business don’t do it just for the sake of beautification. They’re in it for growing traffic, converting leads and increasing sales. Last year, two trends compelled webmasters to redesign: Google’s new search algorithms (Penguin and Panda) and the growth of mobile traffic.
Before anything else, there are at least two things to consider when planning for a site redesign. First, optimize for mobile devices. Second, pay careful attention to redesign issues that may affect site traffic or search engine optimization.
Here’s a further exploration of what it takes to redesign for better conversion.
Have Clear Goals and Redesign Expectations
It’s easy to claim that the current website design simply doesn’t work. It’s difficult, however, to prove that a redesign will lead to better conversions. That’s why it’s important for business to invest a good amount of time brainstorming what the redesign is for. What gaps or issues are being addressed? What has changed in terms of priorities or focus?
Clear and specific website development goals make up the foundation of any solid Internet marketing strategy. “To increase conversion rate” isn’t as clear and specific as “to increase conversion rate by 20%.” Redesign for measurable goals.
Make it Easy for Visitors to Respond to an Action
Almost every marketer knows the importance of a call-to-action (CTA). A CTA is any type of content that urge visitors or readers to take a specific and immediate action. Not all CTAs are effective. This is especially true in cases of poorly designed websites with “buy now” and subscription buttons and cluttered navigation options.
The key to better conversion is in crafting an effective CTA. For it to be effective, webmasters have to make it easy for visitors to take an action, such as clicking the “subscribe now” button or completing a subscription form in no time. This explains why minimalist websites that thoughtfully utilize whitespace convert better than cluttered and image-heavy websites.
Convey Unique Selling Proposition Clearly and Effectively
Dropbox and Salesforce’s work.com does this best by using explainer videos on their landing pages. These are short videos that effectively explain a company’s story, its product or service, and what benefits users can get from it. Since redesigning their websites to include explainer videos, Dropbox and work.com increased conversion rates by 10% and 20% respectively.
The best selling propositions are simple yet engaging content. Many of them are visually appealing images and videos since users are known to retain information better through visual cues. Besides explainer videos, visual tweaks such as the use of appropriate color and font, compelling buttons, and positive verbs can help boost conversion rate. Be sure to brief web designers of the company’s goal to convert more leads.
Optimize Website for Better User Experience
The web as early adopters know it used to be accessible through big-sized computers. Today, more and more users access the Internet through laptops, netbooks, smartphones , tablets and gaming devices. Their number continue to rise rapidly worldwide. And businesses looking to attract and convert more leads could not afford to miss the mobile web.
Redesigning for a better user experience necessarily means embracing responsive web design. It’s the best way to deliver content both to large screens and portable devices.
These are just some redesign tips for raising conversion rates. For webmasters who have already completed a redesign or CMS migration, check for any coding problems and crawling issues. Remember, a great web design is just a part of a bigger picture. Plan for the long-term by considering search engine optimization and social media marketing.