For a sad many, it seems that website design, information architecture and conversions go into this bucket – yet some of the most important elements of UX design seem to always be missing.
You should … they are some of the key factors influencing your online conversion rate.
Think of your website as a hub, and your digital channels the spokes.
Each page and every channel linked to it will fail at best if the site isn’t prepared for the traffic they bring to it. And to prove this is true, here’s a list of 23 digital design tactics I hope your site isn’t missing.
They matter A LOT. Typically, the headline gets more views on home pages than imagery (or any other page element). And you have less than 1 second to capture the user’s attention with it.
So, be effective with the headline – make it count.
- Get to the point about what you’re offering
- Make the headlines stand out
- Headlines should tempt the user to click or read more
- Move your most important content or bold text to the front – time is short
- Any headline should also provide an idea of what your company offers the customer
Calls to Action
The anchor text and visual calls to action on your side need to stand out from the other colors in your brand identity – a color that contrasts with your site’s primary colors is often choice #1 for which color to use on website buttons, anchor text, banners, etc.
- Find a color that stands out completely from your base and accent colors. This is known as your website’s action color.
- Be sure to only use the action color for website actions / events
Nearly every UX design or digital media pro that I’ve met will swear by this one, but here are a few ways you can optimize whitespace settings to help get the most of your site content.
- Background vs. text color
- Pick a font or two max
- Appropriate amount of whitespace – bold headings and shorter paragraphs to keep the user reading
- Line spacing
- Make the font color and type something that’s easy to read
These are also key aspects of a killer landing page design – if the users keep reading, be ready to convert into customers.
Two important research (and usability test-verified) findings on website imagery…
- Users cannot resist the face of another, staring back at our faces (even if it’s not a real person)
- Directional cues work!
- They also have big impact on where the user looks on-page
- If you think arrows are “too pushy” for your UX or digital design efforts…so is your asking for a paycheck next week.
- Can also try something with a softer directional cues
So use arrows, icons and other cues for a noticeable boost in your online conversions and digitally-driven revenue in 2014.
Noted in many eyetracking and other usability studies, the headline and intro paragraph are critical to bounce rate and conversion rate. So if you win the first two, how to make sure there’s an easy path to the finish line?
Start by testing a host of things, including…
- Line length
- Layout – imagery placement vs. copy vs. calls to action
- Start off long, with short bullets in the body of the post or landing page? TEST.
- Blog and social media linked to and from the home page
- SEO factors – site speed, mobile UX, 3rd party apps or widgets, localization
Your turn…what in the above list do you think is the easiest tip to challenge, and why is that? Let us know in the comments.