There are three essential elements to creating an appealing and high conversion website; The Visual Element, the Textual Information Element, and the Ease of Navigation Element.
The Visual Element
The
visual element is the very first thing a visitor will notice on your
website. These are the colors, fonts, shapes, and layout that you have
on your site. Even before a person has read a single word on your site,
the visitor will have already decided whether he would trust you or not.
That’s because people’s minds process visuals much faster than text.
Strictly
speaking, web developers do not start creating a website by designing
the visual element first. Web developers worth their salt begin with
outlining the business goals, identifying the target audience, and what
the business owner wants to communicate to his customers. In other
words, web developers get busy with the business concept and textual
information element before the visual aspect.
A good
image will keep your visitors browsing on your website, giving you more
chances to convert them into paying customers. However, we begin with
the visual element because it is the first thing visitors will
experience upon landing on a homepage. Incidentally, this is also where
half the battle is lost. Studies have shown that 46% of visitors will
leave a website within 8 seconds when they find the webpage unappealing
due to its poor design.
The Textual Information Element
The
textual information you provide should validate the good first
impression your visual element has merited. In addition, it should
continue to communicate that this website is all about helping your
visitors get what they came to your site for.
It
should be about them and their desires and how your products or services
can fulfill those desires. The text should enhance the pleasurable
experience they are having while on your website by leading them to an
even more enjoyable experience – that of making a purchase.
Ease of Navigation Element
One of
the most frustrating things on a website is not finding the clickable
buttons where you usually expect them to be — or clicking on a button
that leads you nowhere. The lack of ease of navigation is one of the
main reasons many visitors will leave a website.
A
well-designed website provides clear navigational paths. It should be
intuitive and lead the visitor to the information they seek.
The
ease of a layout should be like your neighborhood grocery store. You
instinctively know where the bread and jams are even without looking at
the signs above the aisles.
Furthermore,
the navigation should especially be seamless during check-out and
payment. After all, the sale is the primary goal of a business website.
When
all these three elements are present, you will have a better of chances
keeping your visitors on your site, getting them absorbed in your
products and your company, and converting visitors into satisfied
customers.