The single goal of a website is to move and guide your customers toward taking action. For most of us, that action looks like a sale, right?
How well are our websites actually doing this job? This is why conversion-based, or conversion-centered design should be our focus when creating our websites, landing pages, and any marketing materials we put together.
In today’s episode of the Product Powerhouse Podcast we’re getting a bit nerdy and I couldn’t be more excited. We’re talking all things conversion design and user experience, or, UX.
Conversion-centered design is designing with a single goal in mind - guiding customers toward taking one single course of action. Like I said before, 90% of that time our goal is achieving a sale.
The principles of conversion-centered design include both visual and psychological and include things like high contrast and color, directional cues like arrows, white space, a sense of urgency, and social proof.
Now, of course, when we are employing psychological principles like a sense of urgency and social proof, we want to do so ethically. Don’t manufacture urgency where there is none - instead, you could offer a trial period or generous return policy.
Why does it matter? Why should we care about helping our customers take action? Does it still feel a bit salesy to you?
Giving people one thing to do helps reduce distractions and makes it very obvious what they are supposed to do on the website. The more options you give a visitor, the more distracted and overwhelmed they will be. We want to use our websites to support our customers’ focus, not dismantle it.
A great example of enhancing your customer’s focus through design is one of my past clients, the Fox and Stone. Their homepage does one thing - it points you toward the shop. What action should you take on the website? “Start your design journey.”
Using the design principle of focus helps reduce the amount of work it takes for a customer to make a purchase. To do this we make sure all important information is in an easy-to-find location and is presented in an easy-to-consume way. An example of this is having product care instructions listed on the product page if after care is an important part of the care process.
The concept of user experience design, or UX design, is simple. At its simplest, it’s designing with the user in mind. How will they experience the page? How do the colors, the words, the buttons, the white space - everything - come together to form something the customer browses?
UX design means you’re not creating anything haphazardly or just because you like the way it looks. It means you create the page to intentionally support and engage the viewer, your customer.
“Okay, but Erin, I’m not a UX designer” - I hear you. You don’t have to be! Here are a few UX design tips you can use on your Shopify website today to make sure your site is conversion friendly.
Technical aspects of your site are also important. If your customer can’t easily navigate your store, they’ll simply walk away because it’s not worth their effort. A few technical things to keep in mind:
User design doesn’t have to be super techy or complicated! Keep it simple, prioritize serving your customer on the page, and help your shopper focus - you’ll have a conversion-boosting website in no time!
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