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Three Design Tweaks That Will Boost Your Conversion Rate

Three Design-Tweaks That Will Boost Your Conversion Rate (and bank balance)

Three Design-Tweaks

A beautifully designed website won’t put food on your family’s table.

You can’t pull out your iPad at the checkout and show them your website when it’s time to pay for your groceries or you’ll get laughed out of the supermarket.

That doesn’t mean your website design isn’t important.

Some people will point to websites like Craigslist if they want to convince you the design of your site doesn’t matter, but they are the exception to the rule and you won’t be.

You just need to realize that your design has to ultimately lead to more sales, so when designing a stunning website, you need to have conversions in mind at all times.

Take a look at 3 main areas where we see people going wrong all the time:

Getting people onto your list

People won’t buy from you when they first visit your website. That becomes a problem when you take into account the fact that they might not come back to your site once they leave.

The easiest way to get them back to your site is by getting them to sign up to your email list, which is great because it just so happens that you’ll make more sales from your email list than anywhere else.

Most email opt-in forms suck. They often look like they’ve been designed by a school child playing with HTML and CSS for the first time. If the design of your opt-in form is hideous, it means that fewer people are going to give you their email address, which means you’re going to make a lot less money.

Takeaway: Make sure your email opt-in form looks superb no matter what.

Selling different versions of the same product

You might be selling different versions of the same product and that usually means they’ll all have different price points.

The standard way of dealing with this scenario is to list each version of the product (including all its features) in descending order on the same page. Your potential buyers will have to scroll down to get all the information they need, plus they’ll need to keep jumping back and forth to compare features.

I’m sure you can see how designing a sales page like this is a terrible idea, especially considering it’s the most important page on your whole site.

There is a simple and sexy way to eliminate this problem. Pricing tables are the perfect solution because they will allow you to show off each version of your product in one place, including all the features that come with each individual version.

Takeaway: start using pricing tables and stop forcing your potential customers to work hard for the information they need.

Navigating their way around your site

If someone can’t navigate their way around your site, it’s very unlikely they will ever end up on your sales page. They probably won’t even stick around: After all, who wants to waste time looking for things on an individual site, when Google is one click away?

Your visitors should be able to navigate their way around your site as easily as possible, but don’t forget: You should set it up so you’re pushing them towards your money pages at all times. Once they land on a money page they will be able to buy something and that is what will put food on your table.

Takeaway: don’t neglect navigation when designing your website, and shuttle visitors towards your money pages which should never be more than one click away from your homepage.

Watch the money roll in

Opening up your browser and looking at your beautiful website is a rush. It’s great leaning back and admiring your hard work in all its glory, but do you know what is even more satisfying?

Nothing beats hearing your phone beep every time you get a new email telling you someone has bought one of your products…

…Which is exactly what will happen if you incorporate conversion optimisation into the design of your website – and the three areas which we’ve just looked at are the perfect place to start testing.

About Graham Lyons

Graham is the SEO and Social Media Marketing Manager at Cozy Digital and the editor of the Cozy Digital Blog as well as contributing content for most of our social outlets like Facebook, Twitter and G+. Graham has been working in, and writing for the SEO / SMM industry since 2001 and is still as dedicated and passionate today as he was when he opened his first Website Design, Ecommerce and SEO company in 2004. You can connect with Graham and Cozy Digital via the social media links below:

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