In today’s world, it is simply not enough to have a functional website. Consumers now have high expectations of businesses to create websites that cater to their needs, wants, and desires. If you’re in charge of your organization’s website, it is your job to bridge the gap between your audience’s expectations and your website. This may seem like a daunting task, but don’t worry. We have you covered. This article will teach you about the effect first impressions can have on your website, as well as provide you with five traits of high-converting websites. By the end of this article, you will walk away with elements you can implement on your own site to boost your conversion rates and keep your customers coming back.
Just How Important Are First Impressions?
Think of a company website as a digital storefront. A website is often the first impression a consumer gets about a company and its image. If you think about it, this is not too far off from how humans create first impressions. Consider this example.
It’s your first day of work at your new office, and you are introduced to two people. Person number one has an unkempt appearance with messy hair, wrinkled clothes, blotchy facial hair, and scuffed shoes. Person two is dressed neatly, with a suit and tie, no scuffs on his shoes, and is well-groomed. Which person would you want to build a professional relationship with, and whom would you want to be associated with? Undoubtedly, you answered person number two.
What if we were to tell you that visitors judge websites the very same way humans judge one another? Would you believe that on average, a visitor gains his or her initial opinion of a website in less than one second? In fact, according to researchers at the University of Missouri Science and Technology, it takes a visitor less than two-tenths of a second to form their first opinion of a website. This example displays why it’s vital to not only have a website present on the Internet, but also have a website that pleases and delights visitors.
Five Traits of High Converting Sites
It goes without saying, if you have a poorly designed website, your overall conversion rate will be low. There are characteristics that separate great websites from terrible websites. Here are five traits of successful websites that you will want to implement if you wish to delight your visitors, and boost your conversion rates.
Have you ever been searching on Google for a specific product or service from your smartphone or tablet, and land on a site that simply does not work on your small screen? What was your reaction to this? Let me guess, you probably left. You would not be alone. In fact, 83% of mobile users say a seamless experience across all devices is very important.
Not having a website that adapts to the visitor’s screen size could be costing you. For instance, according to Google, 61% of visitors are unlikely to return to a website if they had trouble accessing it on a mobile device. Worse yet, 40% of these visitors end up on a competitor’s site. Having a website with a responsive design should be a top priority for any business that wants to remain relevant to their audience in 2018.
Fast Load Times
If your website takes a long time to load, you may as well kiss conversions goodbye. On average, you have a few seconds to gain a visitor’s attention. Just a one-second delay could result in a 7% reduction in conversions, according to a study by the Aberdeen Group. Google advises that you should aim for a page load time of two seconds or less. Fail to load your pages quickly and you could see high abandonment rates, which correlates to fewer conversions.
Some tools you can use to test your site’s speed and get suggestions for improvement include Google PageSpeed Insights, Pingdom, and GTmetrix.
It may seem odd that something as simple as color could boost conversion rates, but color is actually an important element that can communicate the overall meaning of a brand, as well as dictate the overall mood of a website. Websites that produce higher-than-average conversion rates incorporate colors that evoke the types of emotions they want visitors to feel when on the site.
Humans are emotional creatures, and colors evoke emotions. Thus, it’s important to choose a color scheme that will resonate with your ideal customer. In addition, colors are especially important when it comes to call-to-action buttons. Call-to-action buttons should stand out from the rest of the design, and draw the visitor’s eye. Coming up with the perfect color scheme for your business will take time and patience, but if done right, it will pay off immensely. Coolors.co is an excellent online tool that can be used to select color palettes that work well.
Simplicity is very important when it comes to website conversions. There is nothing worse than arriving on a site that is cluttered and difficult to navigate. Websites with high conversion rates provide visitors with a neat and clean layout that is easy to navigate. Keep in mind, your visitors can only handle so much information at once. This means it’s essential to create a website menu that is easy to navigate. Make information easy for your visitors to find, and remove the clutter. If you make them dig, they will never convert.
Highly successful websites use directional cues to direct website visitors towards calls-to-action. Some examples of directional cues could include an arrow or a person pointing at an object, button, or call-to-action. Another example of a directional cue is to implement a photo of a person looking towards a call-to-action. Since humans are naturally curious, a visitor’s eyes will follow the glance of the person on the screen, leading them right to your call-to-action.
What Does This Mean for Businesses in 2018?
The Internet has no plans of slowing down, so the importance of creating a website that appeals to visitors should be a top priority in 2018. As more and more consumers turn towards the Internet to complete purchases, you simply cannot afford to lose customers to the competition. We have given you five traits of high-converting websites, and hopefully, you are able to implement at least one of these traits on your own website to start boosting your conversion rates and delighting your website visitors.