Properly designing your website can make all the difference when trying to convert visitors to customers. If your website isn’t properly laid out or optimized, people will leave it almost immediately. People’s attention spans when looking at content online is extremely short, so it’s incredibly important that your website makes a good first impression and has what it takes to keep people hooked. These 8 ways to optimize and enhance your website will help you do just that.
1. Keep Your Important Content “Above the Fold”
Users spend over 80% of their viewing time on content “above the fold”. This means that users spend the majority of their time on a particular website looking at only the top half of the page they are on. This is important to know for your business because it means that your website should prioritize putting important information for viewers at the top of each web page.
2. Be Mindful Of The Last Elements On Your Pages
Viewing time for visitors increases significantly at the bottom of the webpage, which means that each visitor’s attention spiked when (and if) they scrolled to the end of the page. So along with focusing your site’s content at the top of the page, you should also include important content at the bottom of the pages of your website. A good way to do this is to put a call to action or other relevant content in this area to increase conversions for your business.
3. Don’t Make Your Banners Look Like Advertisements
On a daily basis, people see thousands of different advertisements from a whole host of differing sources. Because of this, most people are accustomed to completely blocking out things that even look like they could be an ad. Therefore, even if your page has great content and information for the user, if it isn’t displayed properly, people won’t even look at it. One of the best ways to mitigate this potential problem is to design your web pages with the help of a web design company that has experience in online marketing.
4. Make Sure People Can Find What They Are Looking For
When online shoppers are in a rush or distracted, visual influences can impact their buying choices more than their actual product preferences do. What does this mean for you and your business? In short, if your website effectively shows customers what your business offers and makes it convenient for them to purchase it, it can have a massive effect on their purchase choice. Online shoppers are often in a rush, so making the process of finding a product and purchasing it as easy as possible can make a major difference.
5. Use Color Contrast Wisely To Guide Visitors
Through heatmap testing, the color contrast seen on the page has a major impact on what visitors interacted with when on the webpage. For your business, this means being mindful of how you use colors to indicate the most important areas of your page. If you want to draw attention to a certain area, make sure it contrasts from the rest of the page and doesn’t blend in with the rest.
6. Make Good Use of Photos & Videos to Keep Visitors Attention
Pictures and videos can have a huge impact on your website. Just having pictures or videos on your website isn’t enough to impact conversions for your business. Certain types of pictures and videos have a noticeable impact on visitors and how they interact with your website. Try to include “real people” like employees of your business or customers instead of stock images that clearly have no real association with you.
Pictures or videos of your products also can have a major impact on conversions. People are visual and if they can see what they’re buying, it can boost the chances of them becoming a customer of your business.
7. Get Rid of Automatic Image Carousels and Banners
Image carousels and banners are largely ignored by online visitors. When users visited two different sites and had a specific task in mind, the main banners of the sites were completely overlooked. Similar to what was discussed above, image carousels and banners often look like advertisements, so people automatically look over them. These types of content generally aren’t a great idea for your website because they take up space, increase website loading times and visitors do not spend enough time looking at them.
8.Include Summaries on Your Home Page Instead of Full Articles
Instead of including full-size articles on your site’s home page, try to show only a summary of them. This is because full articles can take too long to read and most visitors will lose interest quickly. If you shorten the articles, people will have more time to view the whole page and pay more attention to the content you are providing. Offering a wider variety of articles will also increase the chances of visitors seeing something they are interested in, which can then lead to more clicks for your website.
Using these tips and strategies can have a major impact on the success of your business’s website. It can often be confusing and overwhelming when designing and optimizing your website, but these potential strategies can help guide you in creating an effective web page that can lead to even more conversions and sales for your business.
If you need help optimizing your website, we’re happy to help – just send us an email!
Danielle Foley, Owner
Foley Marketing Advisors