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5 Ruling Website Design Trends to Increase Lead Conversion

lead conversion

Last Sunday, I was sipping over my morning coffee enjoying the company of one of my close friends. Even though we were meeting after a long time, he didn’t seem to be enjoying, rather looked little lost. On close observation for few minutes, I found signs of anxiety on his face. When insisted, he opened up before me the reason of his worry. His business is running low. On his request, I audited his business website from an expert’s gaze, and my finding was shocking enough to drive away his sleep. The conversion number of his website was extremely poor. He asked for my suggestion how this crisis can be recovered. To combat this situation, I suggested him to convert his older site into a newer one as I found some serious drawbacks in the design of his existing site.

No one can deny that an appealing website design is of immense importance. Simultaneously, one can’t overlook the purpose of a site. Which is the purpose of your website? Most of the business websites are designed for conversion of traffic into lead, form submissions, sales, physical visit, or phone calls. You can’t expect revenue without these actions. The more conversions your website will bring, the more revenue you will generate. So, while you are going to design your existing site in hope of a better conversion rate, you need to keep a couple of things in your mind.

Here, I am going to share my takeaways on website design that will work just as a catalyst for improving your lead conversion.

1. Prevalence of Responsive Design

A study has opined that almost 31% of all traffic to the business websites come from mobile devices. According to the market prediction, this number is going to mark a huge increase in the upcoming years. Therefore, it has become important to make your website mobile responsive. Let’s have a look at the benefits of mobile responsive website design:

  • Increasing Mobile Traffic

A number of studies have repeatedly stated that more than half of the traffic to top websites all across the United States in the last 2 years came from mobile devices. Another study reveals that, in October 2016, the Internet usage through mobile and tablet users worldwide was 51.3 % while the same through desktop was 48.7%. For a better understanding, please look at the graph given below:

desktop users vs mobile users

So, now, it should be crystal clear to you that businesses require websites that can render properly even on smaller screens without making any distortion in the view of images. The main objective is that users should not experience a sub-optimal site layout. If you ensure providing quality services and assistance to your clients 24X7, and focus more on introducing your products on the website in a way which will interest clients, the rate of your website visitors will increase with a gradual uptake in traffic as well as in sales.

  • Lower Maintenance Requirements

If you visit a separate mobile site, you will need additional testing and support. The process of responsive design applies standardized testing methodologies which ensure the optimal layout on every screen. Running two different sites, desktop and mobile site, also demand two different content strategies and two different administrative interfaces. Responsive design is made with “one size fits all” approach that indicates to an easy development process in the favor of developers and business owners, and excellent user experience for the consumers.

Apart from the benefits, discussed above, a responsive design will provide you with higher conversion rate, and it will improve the SEO of your site as well.

Now, let’s have a quick glimpse of the disadvantages of a non-responsive website design:

  • Falling Out With Google
  • Bad User Experience
  • Low Conversion Rate
  • Poor Brand Representation

2. Preference of Simple Design over a Complex One

Gone are those days when the ruling web-design trends used to include a number of animations and flashes. But now, the entire scenario has been changed. Today, the designs adorned the most are clean, simple, and flat. Today’s visitors prefer a nice and clean layout. The focus has been greatly shifted to the contents and the offerings. Therefore, excessive use of flash and animation may distract the visitors and it will slow down the loading time of your website.

3. Stock Photos – Not a Great Solution All the Time

There are many people who are under the influence of the stock photos. Stock photos are no doubt good for blog posts. But, these are not the standard and reliable solution to all the sections of a website. Certain pages, “About” page, in particular, should not be staffed with stock photos.

Homepage or about page is meant for describing what the business does or who are the individuals behind it. Therefore, in the place of stock images, it would better if you can use your team image. You may also take the help of a professional photographer to get an original and unique image, suitable to the motif of your business.

4. Simple Navigation, Great User Experience

In the digital world, you only have a few seconds to captivate your visitors. Challenging, isn’t it? Therefore, it is very important to offer your visitors everything they are looking for within only a couple of seconds. If your site makes their search process longer, out of frustration they can move to other similar websites.

Herein lies the importance of a simple navigation. The navigation should be clear and it needs to lead the visitors to a specific action, be it a destination page, or a submission form.

5. Easy Communication, More Leads

You should open all the platforms to help the consumers reach you. The website always eases your interaction with your clients. Initially, the consumers visit your website in search of information. Therefore, it should be informative. Each website design should incorporate a simple contact form. Make it as simple as it is possible because the visitors get annoyed when they are asked to fill a number of blank spaces.

A Final Takeaway

If you fail to increase the lead conversion, you will not be able to get the taste of profit. Website design can have a greater impact on the fall of your lead conversion. I am sure that many of my readers will identify their problems with the ones I have discussed here. So, if you are exhausted by a poor lead conversion since a long time, you should not waste a single minute to audit your site and fix the findings. If website design is the thing you need to work on (just like my friend), take initiative without any delay.

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Sudeep Banerjee

Written by

Sudeep Banerjee is the Founder & President of B3NET Inc., the leading Orange County Web Development firm, since 1999 in California. He is a forward thinking leader with expertise in Digital Marketing, Web Design and Mobile Application Development and Amazon Sales Consulting. He is an author, speaker and a consultant with 28 years of experience. He loves to play Basketball and Golf.