5 Keys to a Successful Website and (Conversion Rates)

• Conversion rates , Information Architecture , User Engagement , Website Security
• conversion rates, Information Architecture, User Engagement, Website Security

As per recent statistics, it takes no more than 0.05 seconds for a visitor to decide whether they will stay on or leave your website. If they don’t see what they like, they will not care to find what you can really do for them. But wait! It is not rocket science to grab users’ attention to your website and engage them. Let’s explore a few key elements that could prove to turn the destiny of your website in your favor.

Website Design

As much as this statement holds true, “don’t judge the book by its cover”, yet we have often witnessed that the look and feel of a website is always subjected to sharp criticism. You may ask, does it really matter if we get what we want from the website? Trust me, it does. The first thing that your users notice when they land on your site is the visuals. The visuals must be attractive enough to lure them to explore the website further. At the same time, it is also important to maintain the white space and not overdo the visuals. Over cluttering will confuse your target audience and they will navigate away from your website. Hiring a professional designer helps in this case as they should be able to guide you on what type of message and image you should use in your website to attract more visitors.

User Engagement

You have got yourself covered from the 0.05 seconds doom, now what? Did you know, 38% of people will stop engaging with a website if the content or layout are unattractive.

But again research concludes that a beautiful website may not always convert well. Here are some psychological tips to enhance user engagement on your website:

Choose the colors and fonts wisely

Color plays a key role in evoking emotions. For example, you can always associate red color with the Coca Cola brand. In fact, a University of Loyola, Maryland, study found that color increases chances of brand recognition by up to 80%. It is important to choose a color palette that you can associate with the personality of your brand and also your target audience. Fonts play an equally important role in determining the fate of your website. Clear and legible fonts enhance the readability of the content and also invoke the right emotions. Google offers a list of font combinations that you can explore to enhance the look of your site.

Use symmetry to grab the attention of your users

If you are anything like me, you dislike disorder. Your users are no different. They can comprehend information quickly if it is presented to them in an orderly fashion. You can use symmetry to draw user attention towards the most important elements on your website, like the CTA button.

Apply Hick’s law to your website design

Renowned psychologists Edmund Hick and Ray Hyman concluded that if you increase the number of options, then it takes time to make a decision. What this implies is do not overwhelm your users with more choices than needed. Instead help them to make a decision with limited but relevant choices.

Trigger a visceral reaction

Does it often happen to you that you seem to develop an instant liking towards a certain thing and cannot get enough of it? One way to invoke this kind of engagement in your users is by adding colorful imagery. Take for example, the AirBnB site which makes a great first impression with its beautiful and realistic images. Make an attempt to emotionally connect with your audience. The emotional connection is absolutely necessary. If you fail to communicate an offer to an user who visits your website, then you need to rethink your strategy. To take care of this aspect, you can conduct interviews and use analytics for qualitative insights. Storytelling is another powerful technique to engage the user. UX research is a booming field and a lot is being done in this regard to ensure that users are not just attracted to a website but engaged during their stay.

Information Architecture (IA)

Every website aims for an optimal user experience. IA has a huge role to play in it. IA is the process of organizing and structuring content as it applies to blogs, websites, ecommerce stores, apps, and so on. The primary objective is to structure the content in a way that it is easier for users to find out what they need without investing much time and effort. In other words, IA forms a part of interaction design which focuses on context, content, and users. To create a strong IA for your website, you will need to follow these steps:

• Perform a thorough research and learn what the customer needs.
• Audit the content of your existing website and update it.
• Use taxonomy to classify your website content and avoid any confusion.
• Develop the hierarchy of your website for easy navigation.
• Use wire framing and data modeling for the future development of your website.

Search Engine Optimization (SEO)

93% of online experiences begin with a search engine. The success of your website counts only when it is found by users. A website can have a brilliant layout, great content, but what is the use if users are not able to find your website through an online search. This is where SEO comes into play.  Once you create and launch your website, the immediate step will be to make sure that it is optimised for search. SEO can be defined as a group of techniques and strategies that helps to enhance the count of visitors by the means of obtaining a high ranking placement on the search results page. Search Engine Optimization techniques involve carefully-devised strategy, including analysis of search patterns and behavior of the target users. It is not a one-time thing, you will need to continuously review the analytics data and statistics to further refine your SEO strategies.

Website Security

The security of your website plays an integral role in today’s business. Here are some practical tips to ensure your website is GDPR Review and update the privacy policy of your website.

1. Obtain straightforward approval from users to place cookies and track them.
2. Make sure that the plug-ins that use user data follow GDPR guidelines.
3. Ensure that you use forms only to collect the necessary data and no other personal information.
4. Ensure that you don’t opt for a double opt-in for your mailing list.

To Sum Up

Your website essentially serves as the entrance for your business . It will be open round-the-clock to bring more business to you. Hence it is important to invest enough time and make it shine. It is not an overnight thing. It takes time but pays well in the long run. What else do you think can make or break a website? Share your thoughts in the Comments section below.