A large chunk of our lives takes place online. People do everything online, and with the rising popularity of smartphones, our reliance on digital has only increased. According to Tony Ho Tran, around two billion individuals (51% of the world’s population) access the internet only through their smartphones, and this number will likely continue to increase.
We must optimize websites and other online interfaces to support these exchanges and delight users while implementing a mobile-first approach. As a marketer, it is likely that at some point, you will work on designing or optimizing a website. There are several key concepts you should consider before launching your website to maximize conversions.
Design for grandma:
We live in a society where doing the most is applauded. However, when it comes to website design, less may, in fact, equal more. Not all your users are experts at surfing the web and may be put off by your site if it is not easy to use.
Simplicity is key. Consider the journey you want your customer to take on your site and the conversions you desire. Include a clear call to action that is conducive to these conversions. Make buttons large enough so that potential customers can use them on mobile devices. Think about grandma and make sure she can navigate your site. If she can, you are likely good to go.
Usability > aesthetics:
Websites should be both easy to use and highly aesthetic to delight your clients. However, certain design elements look amazing as art pieces but can render your site unusable. Adding too much information, call-to-actions, and including clashing colors will detract from your user’s overall experience.
Good design is essential and can enhance the usability of your website. Nevertheless, it is more critical that your site has a quick load time, that menus are easy to use, and that hero images have an appropriate size.
Personalize whenever you can:
Users tend to appreciate when websites use their names or provide suggestions based on things that they have enjoyed or purchased in the past. Consider implementing this when possible. However, personalization is not always an option. For example, personalization may be impossible if your users visit the site for the first time or haven’t logged on.
You can add a short form to collect user data and retarget them in future campaigns. Alternatively, have customers log on to their accounts and use AI to provide suggestions or delight them with elements that they are prone to enjoy based on past behavior.
Consider using a gateway to ensure your consumer selects appropriate options (e.g., filter based on residency). Gateways will show prices in the proper currency and filter out promotions that do not apply to their area.
Keep these concepts in mind next time you are working on your website and make the necessary changes to delight your customer and garner the most conversions. It’s a win-win!
Liked what you read? Consider checking out my other posts here.