Not necessarily you have to count a penalty for what you don’t know. But at times it takes a toll. A web designer needs to be well-aware the components and elements that have been used in the designs. It might be easily modified or sometimes cumbersome, but in both of the occasions, it can lead to lower conversions such as buyer turns offs and lower return on investment.
A final output of a responsible web designer should be easy operating to the end-users. In today’s world, a website carries both the online and offline reputation of a company and its offerings. “Clarity” is the key component that needs to be there throughout the virtual exposure. It is worthwhile mentioning here that even an aesthetical masterpiece can turn out to be a disaster without proper content. On the contrary, healthy contents can go unrecognized followed by a deglamorized outlook. So, even an minor mistake can cost you a fortune.
To err is human. Still, you have to be really careful, as these mistakes can spoil the quintessence of your work. It can have a major impact on your conversion rate. Thus, you should learn how to avoid and rectify them on time. These are some common mistakes that web designers make:
1. Beauty without substance
A stunning website might catch first-time visitors but not the investment interest. A pretty website is not always an essentially useful one. Again, a user-friendly website sometimes lacks on preciseness. An ideal website should measure following visible features:
- The original purpose of designing the website.
- The target audience of the website/brand.
- The indispensable components and inclusion of the site.
- Giving out a singular attitude than the contemporaries.
2. Visitors don’t turn into customers
A first-time visitor gets attracted/ distracted just with a simple glare. Often they don’t even feel to scroll down. Thus, you should always put all significant contents below the page fold to lock a higher number of visitors. Highlight what you want your visitors to see first.
Using the great new browser size feature in Google Analytics is the fittest method to avoid this issue. This way you can get a clear vision of what elements of your pages can be seen above the fold in the common resolution sizes. This is the best way to analyze the best-fitted position for your key-content.
A designer should never skip the reading pattern of the viewers. It’s proved that the eye follows a particular pattern while checking the website out. Here are some tips to keep in mind while designing web pages:
- Strong fallow area – In the second stage, the eye moves right to the follow-up area on the top right page where you can place attractive images or less important messages to be discussed of. Try to keep it sweet and short, but never overdo it.
- Primary optical area – Readers eternally focus on the higher left-hand side of the website. Be it any random browsing or any particular search this very area of a website catches the maximum attention. Try to place your USP right here.
- Weak fallow area – The lower left portion is the less discovered area by the visitors. So, refrain from giving any important messages at this corner.
- Terminal area – While reading the concluding lower-portion of the page, there is a break in the gradual page-scan process of the visitors and they intend to take action. This is where you need to place the Call-to-Action button.
3. Devil is in the details
An ideal wireframe should emphasis on:
- Choice of relevant images.
- Intensifying the size, alignment, and CTA message.
- Prioritizing the available information.
- Placement of social attestations and recommendations. Selection of typography (standard fonts). Sans- serif has been the most preferred headings font among the developers. While Georgia and Arial are also on the list of popularity. Yet, the web has been always up for new font exploration where we can see a significant usage of non-standard fonts too.
All these important features highlight the brand image in combination. It enhances the power of communication of your brand.
4. Too idle to respond
A slow loading website is against mobility. Visitors take a second to say goodbye to a webpage that opens leisurely, despite being an attractive one. Research says that if a server response gets delayed from 50ms to 100ms for search results, users never revisit those links. A website that displays its complete showcase in less than 10 seconds establishes the connection in a straight-line.
5. Too many options, too many distractions
If you think that too many add-on social sharing buttons can boost your webpage traffic, then you are certainly mistaken. A case study highlights that with the increase of social media share buttons, the number of social media shares surprisingly got slashed. Just in the opposite scenario, removal of social media share buttons actually resulted in higher number of visitors and sharing in tandem.
What happens is visitors get confused with too many options and actually lose interest in sharing. So, the idea behind the social sharing with more sharing buttons fails to score on the parameter of user attention.
For an apparel site, you can never avoid Instagram, FB and Twitter button to showcase your business. But Instagram is certainly not a button to be kept for a Job portal. So focus on the networks you get your most amount of traffic from and include them in the social sharing buttons.
How can you optimize conversions?
To have a competitive and comprehensive analysis one should always conduct a split-test to see the impact on conversions. Bringing traffic to a site can’t happen in a fortnight. One needs to work round-the-clock for it. Then why keep such loop-holes? Avoid usability issues to get the website a smooth run. Keep your visitors glued to your website and score more.
So what kills conversions the most? Let us know your experiences in the comments below.