For every dollar you invest in UX, you can expect $100 in return – an ROI of 9,900%!
But to attract, engage and convert visitors, you must first build a trustworthy web and app design.
In this article, we bring you six expert insights from top-class agencies on what constitutes a website or an app design that converts and, ultimately, grows your business.
Table of Contents
- Follow the Rule of Simplicity and Create Navigation That Flows
- Build a Clear Conversion Path and Value Propositions
- Intrigue Your Website Visitors With an Impeccable Hero Section
- Look From the Users’ Perspective and Focus on What Matters to Them
- Collect Data for Ultra-Personalized App Experience
- Automate and Speed Up App’s Routine Procedures
Follow the Rule of Simplicity and Create Navigation That Flows
According to Ivonne Lim, Digital Marketing Executive at Kode Digital Experts Services, an eye-catching website is the difference between a new conversion and a lost prospect.
The website design agency representative points out that, in order to scale businesses that convert, it’s important to create “captivating informational designs that create interest and curiosity in visitors to explore what the brand is all about.”
Lim suggests these five tips and strategies for creating eye-catching website designs:
- The Flow of Navigation
- The Rule of Simplicity
- The Wisdom of Visual Hierarchy
- Engaging and Meaningful Content
- The Purpose of a Call To Action
She adds that, while it may be tempting to add long texts, moving images and special effects, it’s important to keep things simple and stay clear of clutter.
The third tip has to do with the importance of visual hierarchy. Lim asserts that a good visual hierarchy is cohesive, with clear visual aids for visitors to skim through what they are looking for without confusion and knowing the importance of every piece of information.
The last two best practices for creating a website that converts sales are to create persuasive messaging that generates interest and make bold call-to-actions that grab attention.
Build a Clear Conversion Path and Value Propositions
According to Jamal El Khaiat, CEO at digital marketing and SEO agency YoomWeb, having a beautifully designed website is mandatory, but not sufficient.
In his mind, a good conversion-optimized website should have a clean design that is “easy to navigate and creates a clear conversion path that visitors can follow to ultimately convert.”
El Khaiat lists these common traits of websites that have high conversion rates:
- Attractive web design
- Clear concept and value proposition
- Conversion-oriented copywriting and content
- Perceptible calls-to-action
- Quality UX and inclusive design
For websites that convert, a good web design goes beyond aesthetics which means:
- Fast page loads
- Mobile-friendly design
- Intuitive navigation
- Attractive layout
Regarding clear value propositions, the website should tell a visitor what the company’s business is about and what makes their products and services unique.
“The more your visitors know up-front what your business does, the more they will feel like they can make informed and quick buying decisions,” remarks El Khaiat, and adds:
An effective sales funnel also requires quality content writing. El Khaiat defines conversion-oriented copywriting as a type of persuasive writing that aims to get a visitor to take a specific action, like buying a product, making a phone call, filling out an online form, subscribing to a mailing list, etc. Anything that a business defines as a conversion.
Visitors convert better when they know what you want them to do. In this regard, a bold, clearly indicated call-to-action (CTA) is invaluable on any website that aims to convert. YoomWeb’s CEO says that the best converting websites display their CTA buttons right from the start and provide visitors with plenty of conversion opportunities.
Finally, a user experience on a page is becoming a massive consideration for Google when ranking websites. User experience criteria, such as page load speeds and mobile-friendliness, are essential. However, in 2022 and beyond, you should also consider inclusive design to meet the needs of all groups of website users.
Intrigue Your Website Visitors With an Impeccable Hero Section
For Igor Maric, Creative Executive Director at Studio 081, the hero section of the website – also called above the fold – is the first thing your visitors see and, therefore, the most vital.
“Your hero section has a couple of seconds to make an impression, but also explain what you do in a few words and intrigue a visitor to keep scrolling,” explains Maric and elaborates:
The point of this exercise is to tell your visitors what they should do on your website. Catchy text with a lot of visuals, alternating layouts and information organized in bite-size pieces followed by a CTA go a long way in doing just that.
Designing elements on the page means designing a user journey from point A to point B. This is an especially important consideration when designing websites for mobile devices. They have to be responsive as much as their development is, argues Maric.
Maric concludes by saying that your website is to you, as a business, the most important tool for getting your message out there. It is therefore vital that it is optimized for your preferred target audience in these ways:
- Set the mood for the imagery by working with an art director
- Use distinct typefaces for on-point branding
- Utilize just enough text and images to explain what you do best
- Guide your visitors to book a call (or towards any other conversion point)
- Simplify whenever possible
- Use analytics to track the behavior of your audience and identify problematic areas of your website
Look From the Users’ Perspective and Focus on What Matters to Them
Karthik Narayan, Co-founder and the Development Consultant at Grapdes, maintains that the best way to scale your business with a website design that converts is to provide clarity and accessibility.
In his opinion, you need this three-point plan to do it:
- Focus on what matters and scale things accordingly
- Keep it simple
- Look at things from a user’s perspective
"When it comes to website design, user interaction is the most important thing to keep in mind,” declares Narayan.
Next, you want to bear in mind that a simple visualization beats a cluster of information. On a website, it is important to showcase the info succinctly without making a trade-off with creativity. Information visualization helps a user better understand and interact with given information.
Then, you always need to cater to your most common demographic. Narayan asserts that most demographics are based on age when it comes to industry-specific targeting, implying that you need to make sure your web design caters to this audience segment but without ignoring others.
Collect Data for Ultra-Personalized App Experience
Eugene Solovyov, CTO at Gera-IT, claims that app users today want everything at their fingertips, interactive and automated, and that different apps for different verticals need a corresponding development approach.
According to him, these are the defining trends that will impact how apps are developed for business growth:
- Collecting user data and using it for UX personalization
- No-code apps are gaining traction
- Simplified and gamified experiences to become a norm
- Development culture and skills will always be vital
When Solovyov talks about using collected data to personalize user experience, he means personalizing everything – from users’ habits and purchases to responding to their mood and health.
No-code solutions are a recent trend in developing smart applications that allow integration with each other via API. Potentially, they can save your business time and money on building simple solutions – but it’s important to remember the limitations that no-code apps have and to plan for “standard” development at a later stage.
Solovyov asserts that users are increasingly more inclined towards the simplest UI solutions – watching videos beats reading content and short videos win over long and information-heavy ones.
Finally, AI-based GitHub Copilot – albeit in closed beta version – is already in writing code mode and will be a Stack Overflow replacement for non-senior developers, says Solovyov but also cautions developers:
Automate and Speed Up App’s Routine Procedures
Maurizio Terzo, Creative Director at bitgears, says that customers increasingly realize that without proper technological support, business results can be modest at best.
According to him, the most successful customized app solutions depend on three fundamental steps:
- Analysis of the work in progress: To identify customer needs and prevail over weak spots.
- Benchmarking: To understand how you’re positioned in your market, how your competitors work, what to do and what not to do.
- Development of a tailor-made project: To create specific functions suitable for any user.
He maintains that a lot of daily app development activities are a burden for a company and particularly managers that “can’t keep focus on economically relevant aspects.”
To illustrate this automation and acceleration of procedures, he lists these examples:
- Separate the communication and operational flow of customers from that of suppliers, speeding up everyone's processes
- Allow suppliers to quickly access the departments they work with to free the staff from the management of standard operations.
- Instill an efficient system that includes booking, reminder and cancellation of appointments for zero chances of missed appointments.
- Provide external collaborators with tools that can guarantee the timely performance of their professional service, integrated with the internal company systems.
- Integrate small or relevant gamification solutions into the work process, allowing those who carry out the most routine operations to introduce engaging elements that contribute to a higher level of attention and more evident gratifications in achieving the tasks