So you’ve got a basic website setup and you’re driving your online marketing traffic to it, where hopefully some of your visitors will convert. Only…they’re not. There are literally countless reasons why your users are not making the final decision, but if you’re bringing in well targeted traffic, the website itself is likely to be your problem. Whilst there are obvious elements to consider like CTA’s, page layout and overall design, sign up forms, images, and content, there are some other important factors that you might not have thought about before which could be hampering your conversion rate.
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Typography
Whilst the words themselves play a vital role in developing a relationship with your users and driving them towards your business’s goals, the visual aspect – the font style and size – also plays a key role, that your business might not have considered.
Today, your users want the most easily accessible information and offers, which means they’re browsing on a range of devices quickly and potentially on the go. Making sure your font style is easily legible in all sizes is crucial to the user finding it easy enough to read your content. Using a different font style for headings is an important way to break up your sections and clearly show users what you’re talking about. And finally, a large enough font size is vital in allowing all users to read your website easily on any device screen – whether it’s a small smartphone or a large desktop monitor. All of this helps your users to understand your content, even if they’re on the go and skimming, increasing their chances of a conversion!
Contact UsScrolling
Studies show that whilst scrolling can increase the likelihood of someone viewing an entire page’s content, it needs to be engaging enough to do so. Do you have long pages of content that just keeps going? After a certain point, without any scrolling points or sections to break it up, your users are going to get bored of the scroll and probably leave.
Best practices when optimising the scrolling of your website include adding scroll points – content clusters or sections that clearly break up the scroll, allowing users to read each section before moving on. You should also consider false bottoms – the appearance that there is no more content to view because users cannot see how far they’ve scrolled or cannot see the next piece of content. This too will cause them to leave before viewing the full page. Finally, make sure your header and menu stay visible as users scroll – they don’t like to feel lost on the page with no navigation!
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Button Design
You’ll of course have thought about buttons to some extent. After all they’re likely to be your main CTA’s and conversion drivers. But have you thought specifically about the design of them and how this could be impacting your users?
The most obvious aspect is colour: if you want your button and CTA’s to stand out, use a nice contrasting colour that really sticks out. The next thing to consider is size. According to research by MIT, most fingertips are 8-10mm wide, so can your buttons be clicked easily on a touchscreen by larger fingers? Even the shape of your buttons can help with drawing attention, as rounded buttons are shown to draw more focus on the CTA within the button!
Contact UsInternal Link Structure
Internal links are important for both the navigation of your website and also its SEO performance, but setting up an effective, logical structure is crucial in taking your users through the buyer’s journey.
It’s all too easy to place internal links anywhere in your content to help with SEO and make it easier for people to visit another page, but have you asked yourself where those links are leading, and if you even want your users to be visiting those pages in the first place? Set up your link structure with a defined path to the end goal so that users don’t end up going in circles, and are viewing your most important content in a logical manner.
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Menus
All multi-page websites have a menu and they’re an important element to consider, but have you taken a deeper look at the structure, accessibility, and purpose of your menu? Once again, you want it to take your users through a logical journey towards your final goal, whether it’s a purchase or contact form.
Whilst providing easy access to every page seems like a great idea, do you really want your visitors to be visiting all of those pages each time they visit? Probably not. Adding too much to your menu can make it confusing for your users, which will make them more likely to leave, and it can drive them to pages that aren’t important to them or the conversion process. You should also make sure that your menu is easily accessible from anywhere on your website so that visitors are able to navigate to pages that they’re interested in whenever they want.
Contact UsBy evaluating each of these elements on your website and asking yourself if they’re really achieving the goals that you’ve set for your website, you can hugely improve the overall user experience and start generating higher quality visits with more leads! If you’d like to see where your website could be performing better, sign up for our free website health check today.
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