Let’s be frank: a redesign may be the only solution to your conversion problems. If you’re not successfully bringing in qualified leads and converting them into paying customers, your website design may be to blame.
A site that’s cluttered, busy, or confusing could be chasing your leads off the page faster than you can say “Buy Now.”
A site that is too design-y can be causing you problems, too.
If your design team prioritized beauty and cutting-edge design elements above ease of use and familiarity, it could be turning your visitors off in a major way.
If your conversion rates are dipping below your industry’s average, then it’s time to redesign your website.
How a Redesigned Website Can Solve Your Worst Conversion Nightmares
Ready to find out how a new design can increase your qualified leads? Read on.
First thing’s first:
Let’s start with your home page.
Treat Your Homepage Like a Landing Page
Make no mistake about it, your homepage is a landing page. According to MarketingLand, the homepage is the most visited page (earning 50% more of all visitor traffic) for most websites.
If your homepage isn’t designed to convert, you are missing out on a major opportunity.
That doesn’t mean to rush out and remove all of the navigation or menu items from your homepage to make it look exactly like a landing page. It does mean to follow landing page best practices to coax visitors along the conversion path right from the get-go.
The 5-second Value Rule
Present your value proposition right off the bat. You have less than 5 seconds to grab the attention of a first-time visitor to your website. That’s just enough time for them to glance at your homepage and make a snap judgment -- to click away, or stay and explore.
According to the conversion experts at Crazy Egg, you’ll get the right visitors to stay awhile if you can clearly communicate what you do, and how you do it in the first 5 seconds.
Start with the Buyer in Mind
Optimize your home page for your buyer persona(s). How does your product or service solve a problem for your target customer? Benefit-based copywriting shouldn’t be saved for landing pages or direct sales emails. Target your home page to meet the needs of your specific ideal customer.
Lead the Way
What action do you want visitors to your site to take? Decide what the next logical step is for a visitor who reaches your homepage, then make it easy for them to follow with a clear call-to-action such as:
- Learn More
- Start Your Trial
- Explore Possibilities
A high-converting website will utilize the above-the-fold space for important conversion elements such as:
- Value proposition
- Compelling image
- Clear call-to-action
- Contact information or another trust signal
The same elements that can make a landing page an effective conversion tool -- a clearly stated value proposition, benefit-based copy aimed at a specific persona, and a clear call-to-action -- can make your homepage more effective at converting, as well.
Design Elements that Maximize Conversion Rates
The best call-to-action and homepage copy won’t be read if your website design is cluttered, clunky, over-designed, or untrustworthy.
If visitors to your site have to search for your value proposition, they will rarely stick around long enough to find it.
If your design is too gimmicky or cutting-edge, visitors may be confused about where to click next or how to navigate your site.
The elements of a good web design will inspire trust, clear the clutter, and make it easy for your visitors to navigate their way through your site.
Chances are, the majority of your visitors are experiencing your website on a mobile device. Whether that’s a smartphone or tablet, you could be losing leads left and right if your website isn’t mobile-friendly.
One of the easiest ways to improve your conversion rates is to redesign your website to be mobile-friendly with a responsive design.
Speed it Up
Speed matters. A loading delay of a single second can chase away your leads. Your website visitors have high-speed internet at home. They have lightning fast 4G for their smartphones, and they will be lining up for even faster 5G devices soon.
In other words… faster load times are essential.
Nearly 50% of web users expect a page to load in under 2 seconds.
If your site is slow to load, you simply will not win the conversion game. Any potential leads that you’ve drawn in with your content marketing or paid search efforts will bounce faster than you can say “site speed.”
Is a website redesign worth it? When you’re struggling with conversion rates, the answer is yes.