Design Principles For High Conversion Rate


Competition in the IT sector is increasing day by day with many new players and new ideas joining the market. Gaining and sustaining traffic over websites has become a really cutthroat task. The time has gone when making a website was enough to boost your business.

These days, every inch of your web pages makes difference in terms of traffic you get and money you make. This is the reason tech entrepreneurs are bothering more about the designing aspects of their websites in a bid to maintain high conversion rate.

How Conversion Rate Affects Profits?

In e-Commerce business, conversion rate of your website has a great say in your vault, because this is the factor that transforms organic and casual visitors into paying customers. This is the whole purpose that conversion rate serves, and this is possible only when your website has striking and appealing design. The three things are interlinked; good design boosts the conversion rate and conversion rate multiplies incomes.

Web masters and graphic designers have devised some rules and principles for raising conversion rate through designs. Some of them are as follows:

Call-To-Action Should Be Eye-catching

On e-Commerce websites, call-to-action is the thing that matters the whole. No matter how good product reviews and testimonials you have put, unless your call-to-action tab is prominent and highlighted, a casual visitor will not click over it. The tabs like JOIN NOW, ORDER NOW, GET THE DEAL and SHOP IT should always be put in circles and boxes. The text of such tabs should be bold and its color should be eye-friendly. Moreover, this tab should be placed on multiple places on a page like once in start, once in middle and once in the end. This will hammer a visitor’s mind to click the tab.

Play With Costumer Psyche Through Colors

According to a recent research study, 83 percent of shoppers buy a product just due to color. This is quite an amazing fact for the web designers who believe that color matters nothing. If the color of call-to-action taps and web banners and straps is similar to the product color, this will increase the credibility of the product in costumers’ minds. This is natural. Despite the fact that every individual and the natives of every region have different orientation towards colors, there are some common colors which attract most shoppers. These are Yellow, Red, Blue, Green, Orange, Pink, Black and Purple.

Moreover, colors vary with the products you are selling. For clothing stores, the relevant colors are pink, sky blue and rose. For banks and departmental stores, you must use navy blue and teal and for foodies, black and red orange are reasonable.

While picking colors for your tabs, make sure that they match with the backgrounds and themes of your web pages. There should be a logical contrast between these two things.

Before actually designing a website, a designer should study deeply color physiology and then use those colors in his/her design that convey right and rousing feel regarding the targeted products.

Use Directional Cues with Call-to-action:

Directional cues, both direct and indirect, immediately grab the attentions of costumers. So, designers should place errors and eye cues along with the call-to-action tabs. This will take a visitor’s eye right at the call-to-action where he/she can be able to shop. Along with errors, you can use eye cues as well. For example, there is a product and a model is looking towards it. The below picture describes and eye cues well:

Directional Cues

So, instead of using a picture in which a model is looking towards camera lens, you must use the one where she has eye contact with the featured product. This will be a motivating factor for a shopper.

Use Attractive Images

Images placed on your web pages play a key role in catching visitors’ attentions. So use some attractive and interesting images along with the products you are marketing. You may use some good landscapes, pretty women, cute babies and celebs for this purpose. The more interesting your image is, the higher hits it will get. This is the area where a designer has to play with the psyche of shoppers.

Use Urgency & Scarcity Elements:

On your product page, use the element of urgency and scarcity wisely. For example, you can add tabs like “Come First, Get First” and “Do Not Miss It” as this will strike the minds of shoppers, realizing them the importance of product and the fear that they may lose a good opportunity if they do not buy. So, this is a good way to play with casual visitors’ minds.


Here are a couple of examples of landing pages where designers have effectively and wisely used all the above techniques like call-to-action, color scheme, testimonials, images etc. One website Slimlife is selling products for weight loss while the other Workfromhome is offering freelancing opportunities. Take a look on the following images and you will see great symmetry and professionalism in designs.

Conversion Rate Example 1

Conversion Rate Example 2

The Bottom Line

Designing a website for high conversion rate is not a rocket science. It is quite simple and easy. The only thing a web designer needs is good aesthetic sense, deep knowledge of the product or business the website is meant for and the targeted market. The best way to make a unique and result-oriented design is to do a little research in the market the website is going to target. This will enable a designer to incorporate all those elements in his/her design which people want and like.

By following the above-mentioned steps, a designer can easily and effectively make up a website that will have high conversion rate. This is a good manual for both the beginners and professionals.

The last thing that a designer should keep in mind is that sometimes you will have to compromise on your aesthetics for the sake of conversion rate. You might have to use a color scheme that looks awkward to you, but it can have good effect over visitors.

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