Web Design: The Psychology Behind Boosting Conversions

It’s all well and good to have a pleasant-looking web design with pretty images but, is it actually helping or hindering your conversions? If you want to know what you could do better, then you’ve come to the right place! In reality, good web design is about more than just aesthetics. It’s about understanding how humans think and what subconsciously triggers them to convert.

Did you know that we can take anywhere between 100-400 milliseconds to blink? To put this into context, it only takes 50 milliseconds for users to form an opinion about a website! So, with that little amount of time to make a lasting impression, a website’s design is the one thing you can’t afford to slack on.

High-Quality Web Design 

The key factors that help produce better conversions are based on your ability to high-quality web design. This is because it’s more often than not that users will judge the trustworthiness of your website based on the quality of the design. This along with using design subtleties to drive visitors towards a desired action can help increase trust in your website from users.

In a study conducted by the NNGroup stated that, “The first step to garnering trust is to make your site appear legitimate and professional.” An example of a top tip that can help you achieve this is by having a well-organised site with an appropriate colour scheme; and most importantly, high-quality imagery.

What Can I Do To Boost Conversions?

KIS (Keep It Simple)

When users first land on your website, the last thing they want is to be spammed with lots of information. However, studies have shown that visitors are willing to scroll for as long as there is something to scroll for. Therefore, this is a reason to not cram everything above the fold! So, keep it simple. Just focus on one objective. The example below shows a simple eye-catching image, text and call to action.

Distinguish Important Elements

Your most important web design elements, such as lead-gen forms or call to action buttons should be highlighted to make them stand out. Which CTA below catches your eye first? 

As you can see, something as simple as encapsulating your CTA as part of your web design pushes the attention of your visitors to that particular element.

Choose The Right Hero Image

Choosing the right web banner image is crucial when it comes to your web design. Put it this way. If you are a company that deals with skydiving equipment then it wouldn’t make much sense to use a scuba diver. You should keep the hero image consistent with your brand and products. This doesn’t just apply to your hero image, but it also applies across the whole site in order to keep consistency.

Use Directional Cues

It’s pretty evident from the name, but directional cues guide your visitors in the direction you want them to go. There are two types of directional cues which can come in all shapes and sizes. These are explicit and suggestive. Explicit cues can be any physical signs, such as physical arrows and lines. Whereas, suggestive cues use imagery to subtly direct your prospects gaze.

There are a number of page elements considered as explicit cues. Some of these include:

  • Arrows
  • Fingers pointing
  • Eye direction
  • Lines
  • Curves

On the other hand, below is a great example of a suggestive directional cue used in web design for hairdressing.

Don’t Use Carousels

Image carousels are a web design feature that is loved by designers and clients alike. However, from a usability perspective, they can be seen as extremely ineffective due to their distracting nature. For example, Notre Dame University conducted a study which found that the first hero image out of five received 84% of all clicks. So, it’s fair to assume the rest are just distracting carousels.

Do You Need More Guidance With Your Web Design?

Now that you have the fundamental knowledge behind the psychology of consumer trust and conversions, you’re all equipt to take your conversions through the roof! Best of all, the alterations you will make to your web design to help boost conversions won’t be large and expensive. 

This is because you may have noticed that the majority of suggested alterations are only small tweaks. So, if executed correctly, they can increase not only the value of your business but also generate better conversions for it.

You should note that although these tips are general and were selected on the basis that they work well across the board. Therefore, everything is subjective and some of these tips may work better than others! This is why you should experiment depending on what works best for your business by using split testing. This will allow you to test each element within your web design to experience which one looks best. If you are not sure where to start or you need some more guidance with adapting your web design to help boost conversions, you should consider the assistance of an agency. Our development team at Brave Agency can also help if you’re interested in learning more about conversion rate optimisation (CRO). Click here to contact us today or call us on 0845 5443626.

Written by Tony Conte

Founder and Owner of Brave Agency, an Integrated Agency transforming businesses through design, digital and marketing, helping you, our clients to get results by applying the right strategy.

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