From Clicks to Conversions: The Importance of Web Design Optimisation in Improving Business

March 3, 2024

From Clicks to Conversions: The Importance of Web Design Optimisation in Improving Business

In a world where attention spans are shrinking and instant online gratification is a very real thing, the importance of web design when it comes to building your online marketing strategy and brand cannot be overstated.

And yet, we have all experienced those pesky sites that leave us frustrated, unable to find what we came looking for and clicking away faster than you can say ‘back button’.

Sure, there are user interface templates and DIY content management systems flashing their shiny offerings around every corner. But, having a web design strategy that reflects your unique brand identity and converts clicks to customers … that’s what you really need.

Web design is not all smoke and mirrors. It involves more than just cutting and pasting different web design elements into rigid templates. The best web designers know how to capture your brand’s essence and convey it on full display within a website, while also promoting flexibility and ease of function for site visitors. This all begins with a comprehensive web development strategy.

According to LinkedIn, web design plays a crucial role in driving conversion rates and more leads. A successful website is specific to its company’s brand and is built SEO friendly. This means having a clean user interface that attracts website visitors, guides them through the sales process and encourages action.

Conversely, a poor web design can confuse and frustrate potential customers, leading to high bounce rates, negative impressions and low to nil conversions.

Web Design Strategies:
Taking Traffic From Search Engines To Conversion

Here’s a few questions web designers should ask when optimising their user interface.

What finer brand details differentiate your product or service offering from others?

  • Who are your customers?
  • What are the sales pathways?
  • What is your overarching business strategy?
  • What other digital marketing strategies are used? Is your site paid advertising or SEO friendly?
  • What is your call to action? What do you want site visitors to ultimately do?
  • Does your current web design lead visitors through the marketing funnel?

Why is Web Design Important?

A 2024 report by Forbes Advisor reveals the average click-through rate across all industries is a staggeringly low 4.23%. This stat emphasises why having a web design with clear and easily navigated pathways, to a call to action, will increase conversion potential.

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Users form an opinion about a site design within 0.05 seconds.

  • The average conversion rate for eCommerce websites is between 1.84% and 3.71%.
  • 93% of global traffic comes from Google search rankings.
  • The average bounce rate is between 41% and 55%.
  • 88% of online users won’t return to websites after a bad experience.
  • A website which gives a good first impression has an immensely positive impact for brands.

With all the potential opportunities and risks connected to web design, a specialist team in strategic web design can be essential to boosting your activity on search engines and bottom line.

What is Important in Improving a Website’s User Interface?

As specialists in website strategy, web design and web design marketing strategy, we’ve pinpointed the design elements that help users go WOW and turn their clicks into conversions.

The following tips will help drive more conversions for your business and increase your potential clients:

Keep it Simple With Clear CTAs

A good first impression is everything, and websites often represent the initial point of contact between you and your audience.

While appearance is important, visitors to your site are not interested in how schmick it looks. They want to find specific information or complete a specific action – and that is what you want them to do, too. This is where making your CTAs simple and clear is important.

Consider Your Visual Hierarchy

Visual hierarchy is closely tied to simplicity. Your web design should use a structure where site assets are arranged so visitors naturally gravitate to the most important and non-random elements first. When it comes to optimising your website for usability and user experience (UX), the goal is to lead visitors to a desired action in a way that feels natural and enjoyable. You want to draw your traffic’s eyes to the brand’s mission before anything else, as this is your most valuable content.

See how we’ve used this web design strategy for an Australian company who have designed a recruitment tool that makes shortlisting the best people fast, simple and affordable.

Intuitive Navigation

Planning out intuitive navigation in your web design is crucial to helping visitors find what they’re looking for on your site.

A visitor should be able to land on your website and identify where they want to go easily. There are many ways to do this, but keeping primary navigation simple and using links for call to actions within your copy are just a couple of examples.

As a principle, having CTAs at regular intervals “above the fold” on your web pages is a strong way to help traffic complete the action you want.

Responsivity for Mobile Devices

According to a study cited by Hubspot, 48% of page global views were from mobile devices like smartphones and tablets. Furthermore, a whopping 93% of people have left a website because it didn’t display properly on their device.

Mobile friendly UIs are clearly appreciated. So, to provide a truly great user experience your site must be compatible with many different devices – its web design has to be responsive.

What Does This All Lead To?

A great website is only worthwhile when people can find it.

A powerful web design marketing strategy can increase your quality of online traffic and eventual conversions.

To be effective, your web design and digital marketing strategy should be aligned with your overall business goals.

As experts in developing web design marketing strategies, we take our time getting to understand your organisation so that we may build a tailored digital strategy to promote your business vision.

Need Help – Contact Professional Web Designers

If this seems like a lot to consider, collaborating with a web design agency could be the answer. At Mariart, we have a team combining creative thinkers with digital marketing experts, copywriters, web developers and web design strategists. Needless to say, we have the experience to help you attract and connect with more customers.  So, if you are ready to propel your business to giddying heights with an effective web design strategy and harness the power of online site optimisation then get in touch with us today.



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