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We are living in the age of information technology and the importance of the internet and the services it offers is increasing every day. Almost every business needs to have an online presence these days. All business websites are made with one objective in mind. They are intended to change visitors into customers/clients. However, many websites have a lot of traffic on them but have very few conversions. This is the point where a website owner needs the services of a digital marketing company to rectify the situation and convert a reasonable proportion of visitors.

A whole lot of different factors are involved in diminished rates of conversion. The thing affecting conversion rates the most is the design of the website. According to recent studies, a customer takes an average of 90 seconds for product assessment. The design of the website just gets eight seconds of the visitor. The impression created in the mind of the user during these eight seconds is critical in determining whether or not the visitor will buy a product or service from your website. Research has also shown that 75% of the users judge the credibility of a brand by their website.

This is true that not everyone visiting your website comes to buy something straight away. People visit websites and online stores to investigate products and shortlist the one they like and might not buy it on the first visit. If you need to know whether or not your website is working well, you need to calculate the conversion rate which should be above 5%.

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Let’s have a look at the different web design factors that determine the conversion rates and hence sales from a website.

• Color

There has been evidence that the color and theme of a website’s design have quite an effect on the conversion rate. The marketing automation company, Performable, got a 21% increase in their conversion rate just by changing the color of their call-to-action (CTA) button from green to red. The clothing line, Ript Apparel, got a 6.3% increase in their sales after they changed the color of their buttons from green to yellow. Green and red are the colors that the most difficult for color blind people to interpret. You also need to select the color scheme of the website according to the target audience. If you need to focus on women, blue, purple, pink and green colors will be a good choice and for men blue, black and green are the better colors. Studies have also found out that brown and orange colors are the least effective.

• Videos

A picture is worth more than 10,000 words, says a Chinese proverb. A video is at least 30 pictures a second. Product description videos are extremely helpful in getting conversions. How much a video can increase your sales differs from case to case but some businesses have reported an increase of as much as 144%. Video descriptions are important in both business-to-customer and business-to-business transactions.

• User-friendliness

Put the important information in the front. No one wants to keep scrolling and looking at your webpage for the thing they want. It is important to design the website in such a way as makes performing any action on it easy and straight forward for the visitor. The internet is a place of immense competition and in order to compete with your rivals, you need to offer the visitor something that is easy for them to use.

• Clear unique value proposition

A unique value proposition, also known as a unique selling proposition, is a statement of your offer, what benefits you have for the customer/client and how your offer is better than that of the others in your niche. If you have not created a UVP already, create one and if you have one improve it to make the visitors of your website believe that you are actually offering something worth their time and money and what you are offering is better than others of your field.

• Symbols of trust

Simplest examples of trust examples include Yelp reviews and PayPal symbols. You can also go for a number of other certifications and security symbols to display on your site. Reviews and testimonials of satisfied customers also have a similar effect. You should also try to get other certifications related to your industry. The objective is to make your website look trustworthy for potential customers.

• Free Offers

Everyone loves free stuff. If you want to win the hearts of your prospective customers, try giving some free offers and when you offer something for free make sure that the word “Free” is stated clear and loud. Make believable and genuine offers and stick to them. Never offer a fake free item; you’ll lose your credibility.

• Short and to the point forms

No one has the time to tell you their full name, street address, the name of their first pet and a bunch of other pieces of information just to download free software. Keep things easy and clear. Ask for just the information inevitably necessary for you to collect. One main cause of irritating customers is captcha. Turn it off and see if it makes a difference in your sales or not.

• Support

You have to be there for your customers whenever they need you. That does not mean you need to be personally available for them 24/7. Add an option for a quick chat on your website so that the customers can seek help in case they feel any difficulty. Even if they don’t need to chat, the option being there will help improve the trust of the customers.

• Headlines

Clearly state the important things related to your business, product or service you are offering. You need to make your offers, terms and conditions and all other stuff readily available and accessible for your customer/client.

• Free Space

Don’t make your page congested and cluttered. That has a bad impact. Try to keep it minimalistic and keep the blank white space the most you can.
Conclusion:
That’s some of the points of web development that contribute to sales. However, that is not all there is to this story. We at Hampton’s Legacy SEO provide the best website optimization services and once you get your website optimized by us you can see a visible increase in sales and conversion.