If your e-commerce website is getting truckloads of traffic but you’re getting very little to no sales, then you might want to look into your web design. It isn’t always the culprit for low conversion rates, but there’s also a good chance your web design is what’s causing your conversion problems. The thing is, web design is more than just the aesthetics and visual elements of your website.
It’s about strategically designing your website in a way that improves user experience to increase your sales. Sure, the aesthetics of your website plays a vital role in your overall web design, but increasing conversions should be just as much, if not more, of a priority for you. With the right web design, you can get more of your website visitors to register for your webinars, sign up for your newsletters, and buy your products and services.
Let’s dive right in.
Find the right color scheme
When it comes to establishing your brand image and conveying crucial messages to your audience, the color scheme you use is important. However, choosing the right colors to mix and match, and at the same time, achieve the effect and goal that you want can be tricky if you don’t have the aptitude for colors and designs.
Choosing the right mix of colors is especially important when you’re creating your company logo. Since your logo represents your e-commerce brand, it needs to invoke the right emotions and impressions to the person looking at it.
While choosing the right color mix can be insanely tricky, you can avoid the hassle (and frustration) of mixing and matching the colors by getting help from professional graphic designers. The logo designers at LogoMyWay, for example, can help you create stunning logos at an affordable rate. Online tools like ColorSpace can help you come up with the right color palettes. With the tool, you can pick a color, and it will show you several color palettes in different shades, gradient, and more. You can also create a two or three-color gradient and copy their CSS codes.
Here are a few other tips to help you find the right colors for your web design.
- Use eye-catching colors. For instance, red is a bold color that creates a sense of intensity and urgency.
- Keep your color scheme consistent with your brand. When you think of Coca Cola, what color immediately comes to mind? Red, right? That’s how your customers will also associate colors with your brand.
Keeping consistent colors helps boost your branding and brand recognition. Finding the right color scheme helps you use colors in your web design that will evoke certain emotions from your target audience and ultimately lead them to purchase your products.
If you want to skyrocket your sales with your web design, you need to employ machine learning in your ecommerce business. You can do that by installing chatbots to aid in your customer support.
A chatbot is a great element in your web design that can improve the user experience by providing answers to your customers’ queries in a timely and efficient manner. Because of the convenience they offer for both you and your website visitors, chatbots not only improve the user experience, but they can also help increase your sales.
With tools like Botsociety, you design chatbot conversations using mockup types for Facebook and Google Home, or you can use a generic template that you can use for your e-commerce website. After selecting your mockup type, you can start designing your conversation flows. By clicking on the Bot Says button, you can enter the message that you want your website visitors to see once they interact with your chatbot. Clicking on the User Says button will allow the same option for you to craft a sample user response. You can also change the default header and footer placeholder’s settings and customize them to match your brand.
With these chatbot design features, you can create multiple dialogue paths to catch all use cases by letting you design for many conversation scenarios between your chatbots and customers.
Make your website navigation simple and intuitive
When customers land on your e-commerce website, they expect to navigate your site with ease, find your products quickly and go through a simple checkout process. If your website fails to meet these expectations, your visitors will most likely abandon your site and look for other e-commerce stores, which can lead to high bounce rates and lower your conversions. To help increase your conversions and ultimately, your sales, you’ll need to improve the user experience of your customers by ensuring simple and intuitive navigation for your website.
Here are a few key points to help you do just that.
- Employ user-friendly language and familiar structure. Use terms and vocabulary that are easy for your target audiences to understand. Using easily readable text in your buttons and follow links can encourage users to keep navigating through your site.
- Less is more. Keep your drop-down menu items to a minimum. Also, it shouldn’t take more than three clicks for users to get from one page to the next on your website.
- Add a search bar. A search option makes finding products on your website faster and easier. Amazon offers a search option on their website that even uses predictive technology to suggest the products you are searching for and other related products.
- Provide a specific context. Including short descriptions for your icons, buttons, texts, and images that link to other pages helps ensure that your visitors have ideas on the menus on your various web pages.
Remember that your customers want to find what they need quickly and efficiently. By keeping your website navigation simple and intuitive, you can improve the user experience of your potential customers, which, in turn, will boost your conversions and sales.
Split test your web designs
Split testing helps you determine whether or not your web design elements are getting you the results that you want – such as getting better conversions and increased sales. For instance, you can split test two variants of your CTA button color where one version is using red, and the other one uses green. You can then divide your traffic into various equal segments, and show one variant to each segment. Doing so helps you determine what and how to improve elements in your web design that affects your conversions and sales. However, keep in mind that it would be counterproductive to test random aspects of your website, so you need to know what to test to be more efficient with your split testing.
To help you do that, here are some web design elements you can start with.
- Contact form fields. The format of your contact forms is crucial for you to get conversions. You can test the kinds of fields – such as dropdowns and checkboxes – and the number of fields.
- Link Color. If you want visitors to click the links from your blog post to your product page for instance, then test your link color. The color of your internal link can have an impact on your visitors and their decision to buy. For instance, using a red link color could be getting you higher clicks compared to using blue.
- Checkout Process. How you design your checkout process can either lead your potential customers to complete their purchase or drive them away if you are overwhelming them with too many steps.
Test for a single-step checkout or at least reduce the number of steps in your checkout process to a minimum. Keep in mind that your UI and UX design affects many aspects of your ecommerce business, including your SEO campaigns, and ultimately, your sales.
By split testing your website, you can determine the aspects of your marketing that are not working well, improve them, and boost your sales.
Remember that you are primarily designing your website for your customers and not just for your own needs as an eCommerce business owner. When you put your customers at the center of your web design, you’ll be able to improve your website, offer a better user experience for your customers, and skyrocket your eCommerce sales through the roof.
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