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Expert tips on how to increase the likelihood of conversions through Website Graphics Design

5 inspirational quotes for conversion based graphic design

Here is a scenario- you have run a successful marketing campaign resulting in high traffic volumes to your website. However, the increased traffic did not translate to an increase in conversion rates. Leaders in the field will tell you that a marketing strategy which only focuses on increasing website traffic, is doomed to fail. The optimal way to increase conversions is by taking steps to increase the likelihood that the shopper will convert into a buyer.

The first thing you should do is conduct an audit of your website to see if it has been designed to optimize conversions. Marketing experts agree that website graphic design plays a critical role in conversion rates. Below are some marketing tips for better conversion design.

1.Website Conversion Design

“If you’re not converting at least 3% of your visitors, you NEED to improve the conversion rate of your website. Increasing your conversion rate is one of the easiest things you can do that will also have a huge impact to your business.”

Wilson Hung, Growth advisor


In this data driven era, it would make sense to use website visit analytics to understand what do shoppers like and what they don’t like about your website. Find out what content typically result in a conversion.

Additionally, website visitor analytics can show you where your website traffic originates from and which traffic vehicle results in the highest conversion ratio. Let us use an example where you find that the analytics show that your new conversion optimized banner design is resulting in far less sales than your PPC campaign. It would make sense to rather focus more of your marketing efforts on the latter traffic source as an increase in traffic from that source would concomitantly increase the likelihood of conversion.

2. Bridging the gap between marketing and website experience

“Creating synergies between marketing and the web site help to orient the customer and make them comfortable and more informed about the product or service.”

Rick Whittington, Why isn’t my site converting? Factors that influence conversion rates

 Whittington believes that a key step of the website audit should entail looking upstream as websites are primarily found through marketing activity. He advises that the messages that the shopper obtains from your marketing campaign will influence his or her attitude when they visit your website.

The web design images should allow the user to orientate quickly allowing for seamless transition from one marketing vehicle to another.  You should ensure that there are clear, consistent messages in all marketing messages so that when the shopper clicks on the website, they enjoy the same marketing experience. Retail websites that have many products will need to constantly audit for alignment and SEO. They will achieve savings benefits from investing in an affordable graphic design package.

3. Foster usability through design conversion

“A visitor’s opinion about a website’s usability is formed in their first few seconds on a page. When designing a website, you can pick up usability ideas from your competitor’s websites, from your own existing websites and by running tests with user groups on one or more design templates.”

Brett Relander, Better Conversion Rates Depend on Better Website Design

4. Using descriptive labels for easy navigation

Ensure that your site is labelled correctly and is easy to navigate. This applies for both human visitors and for search engine bots. Generic labels like ‘services’ and ‘products’ are not search engine friendly. When a shopper searches he or she does not enter these generic words in the search engine but will rather search for the word associated with the product or service eg. ‘computers’ or ‘architects’. Use descriptive labels that describe your services to optimize for SEO.

“A search optimized website has a page for each service, each product, each team member and topic. Avoid making a “services” page unless it links to other, search optimized pages for each service.”

Andy Crestodina, author of Content Chemistry: An Illustrated Guide to Content Marketing 

5. Checkout

 It is important to keep the shopper focused on making the purchase during the checkout. This is a critical moment and there should not be any distractions. Also, you should avoid redirecting the shopper to an alternative site to complete an order. A trust relationship is developed with the shopper and studies have shown that this goodwill does not automatically extend to the new site. The change is disruptive and will cause the shopper to become concerned about their privacy and safety of their financial information.

“Redirecting the checkout is like going to your favorite retail shop and being asked to go through a back door, into a massage parlor that doubles as a brothel, to pay. It makes people uneasy, to say the least. Customers want a seamless process, one where they get to stay on the site they are buying from.”

Alicia Doiron, Marketing Strategist at The Jibe. 

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