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Conversion Rate Optimization: Do Your Websites Have It?

Any website that has ever been created has been with the idea of the end user taking a certain action while on the website. Perhaps it’s buying a product, filling out a form, or calling a phone number. Whichever it is, the user is encouraged to take some sort of action. How well users take the desired action on a website is called conversion rate optimization. If you want someone to fill out a form on a site, how well does the site design actually encourage the user to fill out that form?

Many websites out there are designed with the thinking that they want a user to take a certain action, but there is nothing that encourages the user to take that desired action. This is important because while someone is on a website, you have their attention, so you better make the most of it. Don’t leave it up to the user to try and figure it out. Show them or even tell them what action you want them to take.

This is something that may seem foreign to some designers as they may just care about how things look, but if you want to take your abilities to the next level, then you should learn about conversion rate optimization. Here are 4 tips to help your conversation rates.

  • Run A/B Tests

One of the best ways to increase conversion rates on websites is to run tests, otherwise known as A/B tests. This means that you have 2 different options and split test them on users. For instance, you can run two different headlines and see which one works best in getting people to take the desired action you’re wanting. It could also be images, buttons, colors, or any element on a website. As the old saying goes, test, test, and re-test for the best results.

  • Write In Second Person

Let’s just be honest for a second. People care about themselves when it comes down to it. They don’t want to hear about “we” or “they,” but they want to hear words like “you” and “you’re”. Writing in this fashion also makes it easier to speak to a specific person’s emotions and helps make the experience more personable.

  • Be Clear

If you want to increase the conversion rate of your website, then you need to be clear about what action you want the reader to take. If you want them to fill out a form, then make it clear that you want them to fill out the form. If you want them to call a number, then make it clear you want them to call the number. Many people feel this seems pushy, but if you aren’t clear about what action you want them to take, then they will never take that action. Some people may not take the action because it seems pushy, but many more people will take the action because it’s clear what you want them to do.

  • Connect With The Reader

All the top conversion rate optimizers work great, but they work even better if you do one simple thing with the readers of a website – form a connection. The more personable the connection, the better. Some of the top converting websites come from blogs or websites that have spent a lot of time creating a relationship with the reader. If the reader feels a connection and feels that you really care about them, then they will be much more likely to take whatever action you are wanting them to take.

5 Examples Of Great Web Design

In my experience, one of the best ways to design a great looking website is to get inspiration from other websites out there. They say imitation is the sincerest form of flattery, so while this isn’t stealing or anything of that sort, it’s simply a way to inspire ideas and new design elements that you may have never thought of otherwise. It’s also a great way to kick start your designs if perhaps you tend to stay in one style and don’t seem to stray much from it. Below are 3 great examples of web design that may be a little different than what you’re used to, but should spark some great ideas.

1) Risen Church – www.risenchurch.com

Usually, when you think of a website for a church, you may think of pictures of old ladies playing the piano or just a basic site that is as bland as a piece of bread. The website of Risen Church is not your average website, especially for a church. If you’re looking to design a website for a service business or, of course, a church, then this site is a great inspiration.

2) Brick Fielder – www.brickfielder.co.uk/

If you are designing a website for an ecommerce store or just looking to sell items on a site, then this site is a great one to model it after. The goal of a website that sells goods is to showcase the things you are selling in a way that makes people want to buy. This site displays everything in a unique and “cool” way, while also explaining what each product does in a stylish way.

3) Christmas With Joy – http://christmaswithjoy.com/

This is a really cool site with a unique purpose. The site displays Christmas figures from around the world, from Santa Claus to Krampus (if you don’t know who that is, then you probably should keep it that way). You can pick a Christmas figure and send a Christmas greeting to a friend featuring that figure. The design elements really standout and could be used in various design elements of a website for any cause.

4) B14 – http://b14.dk/

Sometimes, simplicity is elegant, and this website is a great display of that. The site is black and white and has a great balance of white space, words, and images. If you are designing a personal blog or a portfolio type website, this would be a great website to draw some ideas from and spark some great ideas. The focus of this site is the words on the page and not images like many of the other sites on this list. Depending on your project, this could be something that stands out from the pack.

5) Landscape – http://thisislandscape.com/

If you are looking to create a portfolio website showcasing works, then this site is a really unique way of doing that. The homepage is mostly text but then you can go into each project and see each project more in depth from that point. Depending on your taste and how you wish to present a portfolio, this could be a great way to gain some ideas to do that.

3 Tips On How To Tell A Story With Graphic Design

The art of design, whether is be designing a website or creating a t shirt design, is really a method of storytelling. That’s how I’ve always looked at graphic design and I really think if you do too, it’ll change the way you work. When a business comes to you wanting a website built, what they are really telling you is that they want help in telling their story.

You may think that sounds a little frilly or Disney-like for your taste, but if you see yourself as the storyteller, then your designs will take on a sense of purpose and you’ll have happy clients singing your praises.

Below, I will illustrate three easy-to-implement strategies into your designs that will help you tell and shape a story for whatever you are designing.

1) Create A Personality

One of the easiest ways to tell a story is to have whatever you’re designing to have a personality. That personality could be anything from happy to edgy and everything in between. It really depends on the brand and culture you’re trying to create. If you look at the great companies out there, they are all telling one story or another. Apple, for instance, is telling a story that their products of ingenuity and simplistic designs will make your life a little bit better. Nike is telling a story that their products will help you perform at your best, no matter if you are a professional athlete or a weekend warrior.

2) Choose The Right Images

You’ve heard the saying, a picture is worth a thousand words? Well, the right picture is worth a thousand right words, while choosing the wrong picture is worth a thousand negative words. You want to choose images that help tell the story that you are wanting to tell. To go back to the example of Nike, they use images that show top level athletes performing at the peak of their sport while wearing Nike gear. You may not be selling Nike, but whatever it is your are trying to sell or portray, you should make sure that the images you choose further that story and add to it.

3) Connect With The User

The reason that storytelling is so effective when building a brand, website or anything else is because they help the user feel connected to the brand. When you’re creating the story with your designs, think about it from the end user experience. Sometimes, it’s really easy to get caught up in what we’re doing and think you know exactly what it is you’re conveying, but many times it’s much harder than it looks. Try to think and experience your story from the experience of someone who is viewing it for the very first time. Is your main goal accomplished with the experience? Do the images help convey the story? Do the colors make sense? And, does the overall feel of the design lead the user to feel part of the story? The answer may not always be a resounding “yes,” but the closer you can get to it, the better your designs and storytelling will be.