Jul 23, 2018 4

5 Web Design Mistakes That Kills Your Conversion

A lot of people think that the conversion rate optimization of a website is primarily dependent on content. Some may have a properly designed website, with all the website elements and yet they are wondering what went wrong, why aren’t the conversion rates going up.

Well, website design isn’t just about enhancing your site’s aesthetic value.

In fact, some elements of your site that are aesthetically pleasing can also kill your website conversion.

If your site’s main goal is to convert, sell products and services, add subscribers and gain readers ‒ then this post will help you fulfill such goals.

We’ll walk you through some of the most common mistakes people make on their sites that kill conversions. This can help you gain better insight and avoid making the same mistakes.

An Obsolete Website Design

If your website design was still dated five years ago (or still in basic HTML or hosted to a website platform that you don’t own), then it’s time to upgrade your site with newer design elements. With the presence of emerging technology these days, designers are continually making further changes in the web design world.

Truth to be told, no one wants to stay on a page that looks old and isn’t up to date. Your users can bounce off your website as soon as they notice that the user experience is not par with other websites.

Therefore, it’s incredibly crucial to have a modern, engaging website that helps keep the conversion rates up. Websites that are mobile-friendly and responsive are highly in demand today. Coming up with new web design trends is a must.

Slow loading time

A survey done by Akamai and shows that 47% of users expect that a site will load 2 seconds or less. If it takes more than 3 seconds to load, 40% of web users will abandon your site. Additionally, Walmart found out that for every 1 second of improved loading speed, a site experiences a 2% increase in overall conversions. That’s how crucial your website’s loading time is.

Here are some reasons why your website experiences slow loading time:

  • For WordPress users, the use of too many plug-ins can eat your resources.
  • Bad coding, websites that are coded without file size consideration can harm you.
  • Broken links, websites that have headers issues can trouble your site also.
  • Site images are too big takes time to load and eats your resources at the same time.
  • Excessive use of flash animation and useless javascript codes.

Here are some design and coding tips that you can apply for faster loading of your site:

  • Reduce HTTP Requests by removing broken links and redirects.
  • Understand the waterfall loading times.
  • Minimize server response time.
  • Minimize use of website plugins.
  • Optimize images before you publish them.
  • No Prominent Call to Action Button

One of the most critical elements of your site for conversion is a call-to-action button. Here’s the reality ‒ no one’s going to request a quote, sign up for a mailing list, or make a purchase unless you ask them to. First and foremost, you have to be clear about what you want your visitors to do and ask them to take action.

A lack of a prominent call to action in your site wastes the chance for site visitors to turn into leads, customers, and subscribers.

Here are some tips on how you can craft an effectively powerful CTA:

  • Your CTA button should be composed of contrasting colors.
  • The button should be in the right place for people to easily see it.
  • The button text should explain what will happen after a user clicks it.

The bottom line ‒ your CTA button should stand out on the page, and it will be easy for visitors to take the desired action.

Poor Use of Colors

Colors are one of the essential elements of web design. Not only that it highlights links and buttons, but it can also help your site look visually appealing, thus increasing overall user experience.

Picking out a wrong hue or too many colors at once can confuse or even irk your visitors, causing them to bounce off your page. Therefore, you have to familiarize yourself with the psychology behind colors and the emotions associated with it.

What feelings do you want to convey to people?

Choosing the right color scheme for your business or brand can have a significant impact on how users will interact with your content, as well as how they perceive your brand. In fact, color increases a brand’s overall recognition to its audience by 80%. So, try to limit your color palette to about 2-3 colors only.

Not Being Mobile Friendly

As technology these days are continually evolving, a significant amount of people is using gadgets such as smartphones and tablets. More than ever, the need for websites to be mobile-friendly is extremely high.

Users may find your site broken if they aren’t mobile optimized. As a result, you can lose a significant amount of traffic as well as potential customers. Your website should be designed to accommodate all kinds of visitors who use different devices in logging on to your site.

Google also favor websites that are mobile friendly and responsive.

The Bottom Line

Unknowingly, you can commit big or small mistakes during the entire process of website design. You have to constantly test different elements to see to it that you remove these mistakes as soon as you can. Your site’s primary purpose is to serve your customer better, making it attractive and compelling enough to send in potential leads and conversions in the long run.

About the Author

Kenneth Sytian is a Website Developer in the Philippines and the Owner and CEO of Sytian Productions. He has been designing websites and developing web apps for more than a decade. He is the driving force behind the company and an influencer in the industry of web design and development in the Philippines.