Use These 4 Conversion-Driven Website Design Techniques to Boost Sales

Oct 07, 2020

Every business, regardless of size or industry, needs a website. Current customers and potential leads rely on your website for necessary information about your enterprise, from contact details to a list of products and services. However, your website can do so much more than inform. With a thoughtfully-designed website, you can generate leads that convert into sales.

1. Landing page sales funnels

As you expand on the content you publish on your website, you’ll want to include landing pages that act as sales funnels. Before you start posting new pages to your site, you need to understand the strategy for capturing leads with landing pages.

First, you need to establish a goal for each landing page. These pages should incorporate strong brand imagery that inspires visitors to fill out the form on the landing page. There should be as few clickable options as possible so users can either enter the sales funnel, get more information or leave the page.

Ultimately, to encourage people to enter your sales funnel on a landing page, you need to provide an enticing value proposition that inspires them to provide their contact information in exchange for the lead magnet you promised. People submit their contact details on a landing page in exchange for a lead magnet. This can be anything from an eBook to a webinar.

2. Simplified navigation

While the 3-click rule has fallen out of fashion, there’s something to be said for the number of clicks or taps required to complete a task on your website. If someone navigates to your site to find your list of services, the navigation should simply direct this user to that information. The hierarchy of information should be well-organized on the site so navigation can remain minimal and concise.

In addition to simplified dropdowns and intuitive menu options, make sure there are other helpful features to direct people to the right place. A search bar with semantic search capabilities is a must-have—especially if you operate an ecommerce. A robust footer is also paramount and should contain a variety of useful information and links.

Remember to keep everything simple and straightforward. The last thing you want is for someone to get lost on your site! Wherever they are, they should know exactly how to get to where they’re going. If the visitor is lost, you’ve lost the visitor.

3. Sliders and carousels

Incorporating sliders and carousels into your website allows you to present content in an engaging way. Show off new products and services, highlight special offers on hard-to-sell items, or display your work portfolio with a simple site feature. As you implement sliders and carousels on your website, run A/B testing to determine what engages users best.

Wondering where to display these features? Home page sliders are standard practice these days and for good reason: they’re engaging and allow you to put more information above the fold. If you have an ecommerce, carousels above or below the product description should display similar or related items to entice browsers. It can also be advantageous to have sidebar sliders for relevant information.

4. Promotion-driven pop-ups

You can’t ignore a popup. These instantaneous messages populate the page when an engaged user visits your site. This is your first opportunity to demonstrate your value by immediately providing them with relevant content.

To successfully integrate promotional pop-ups into your site, you want to make the offer easy to cash in on while also making it simple for people to navigate out of the message. Pop-ups should correspond with the content on the page the user visits. For example, if you own a local plumbing company, a pop-up on your maintenance services page could offer people a checklist for prepping their home plumbing system for winter.

5. Incorporate elements that drive conversions

When building out your website and adding features, ask yourself, “how will this funnel people towards a conversion?” Installing pop-ups for the sake of having them or putting up weak landing pages without a clear CTA won’t help you achieve your goals. Be methodical in creating sales funnels on your website and install features with purpose behind them. It’s not just about making everything look good—it’s about creating the right response from your visitors.

If you’re looking for assistance building a website that generates leads, get in touch with Interactive Design Media today. Our graphic designers understand the complexities of constructing a website while applying lead conversion tactics to the overall design.

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