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4 Reasons Why Your Web Design Company Should Know Everything About CRO

By Evie HarrisonEvie Harrison (Guest)
Graph chart comparing the advancement of a website

Are you not happy with the kind of leads you’re getting from your company website?  If your expectations aren’t met or did not turn out as abundant as you thought they’d be, then is quite obvious your web design team is missing out on something relevant.  This is why it’s essential that you hire a good web design company.

While the website works like a dream, it has a modern design and follows architecture strategy.  Great content with good SEO can help your sales shoot up.

What if we told you that all above-mentioned concerns were happening because your website doesn’t have the Conversion Rate Optimization (CRO) it should have? CRO can be boosted by a mixture of copywriting, neuromarketing, visual design, and even psychology! It can influence what a potential customer or a website visitor will do once they land on your site. In other words, it increases conversions.

According to these case studies, your average customer might be influenced by something seemingly insignificant! The same research reported an increase of more than 100% when pictures were added to a site. Live Chat upped the conversion rate by 211%.

Thus, it is important that the web design company you hire understands CRO.  It is also essential they know the following:

  1. Tweaking the design is preferable over sweeping changes

Any web design company familiar with conversion optimization would know that it can’t be done just once.  A website would need to be continually tweaked to be improved. But they’d also know the changes to be made can’t be huge ones. Even changing a single element on the landing page, for instance, could have unforeseen consequences

So what does a skilled company do? They perform split testing, i.e., change just one element and then produce two versions of a website. Then they test both versions to see which one presents an improved conversion rate.

After the traffic has spoken and judged which version they like, the web design experts change only the element they tested for.  Nothing else – not the font or the image or even the placement of the logo – will be changed without testing for it! That is the whole premise of split testing: showing you the results of altering a single thing.

A great web design company understands that conversion optimization is usually all about micro- and not mega-changes. If they realize how important CRO is for a business, they won’t brush off this designing commandment so easily!

  1. There are multiple call-to-actions on the website

The problem with the overuse of call-to-actions (CTAs) is that it does the reverse of what it is originally supposed to do. A clear CTA should direct the visitors on your website to perform the action you want them to perform.

Whether you are asking them to make a purchase, share content on social media, or get in touch with you, there should be just one CTA.  Any more than one, and you risk your conversation rates by overwhelming the site’s visitors.

Don’t bombard your potential client with too many offers and actions. This could increase the bounce rate when your users head to something simpler. Look at the example of Whirlpool; they increased their CRO by more than 40% when they replaced 4 CTAs with 1!

A table with a keyboard, pens, and pads all in white shades

  1. The balance between white space is out

For improved user experience, it is necessary that there be enough white space on a site. White or negative space refers to the parts of the page that are left blank. That would mean there are no graphics, gutters, or margins in those parts.  While they may seem blank, even the space between columns, visuals, or lines of type is an essential part of website design. Because of the white space, our eyes will land in the right place. If you want your visitors to focus on what’s important, then white space needs to be balanced out.

Any page that doesn’t contain any negative space is likely to be crammed with graphics or text. The downside to having such a page is that the visitors won’t even know what to focus on. You’d also run the danger of them not bothering and just leaving your site!

Instead of cluttering your landing page with fifty images, opt for a simpler design because that is a better choice scientifically. When the content is balanced with the right amount of white space, it gives the website a cleaner look.

You can check out the example set by Made.com. They do white space so well that it is easy to focus on their main message – exactly what they want their visitors to do. Even with the visuals and body copy on the site, the negative space lends an air of elegance and sophistication to the landing page. Go here if you want to know more about white space and simplicity

An icon of construction heavy tractors constructing the word 'brand'

  1. Be consistent when it comes to branding the website

Don’t follow in the footsteps of marketers who have no clue as to what branding is and how it works. Could it be that your web design company doesn’t comprehend how the way they do branding on the website will influence conversions?

Look at Apple; they have turned their name into a brand that most people can’t afford. Yet nobody would fail to recognize the Apple logo if they saw it. That’s because this company has mastered the art of branding. Besides their iconic logo, they have made their brand values: sleek design, elegance, and useful tools easy to see.

Check out their homepage, and you will find:

  • Their distinctive logo is visible but not overshadowing the other elements on the page
  • They have kept the headline short but succinct
  • They have included a sleek product photo

Does it sound like a good practice that you’d emulate? After all, Apple has become a global name now, so they must be doing something right!

Before embarking on your next Website Design project and hiring new web design experts, you might want to talk about CRO. Make sure they understand its impact before you hire them for their services!

Author Bio:

Evie Harrison is a blogger by choice.  She loves to discover the world around her. Find her on Twitter:@iamevieharrison

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