Conversions are the key to your digital marketing success and you want every part of your online presence geared toward increasing your conversion rate. These actions users take ultimately determine the success of your marketing efforts and largely decide your ROI – with web design playing a massive a major role.

From the first impression your website gives, to user experience and even contact form design – every stage of the conversion process is directly influenced by the design of your website. So let’s take a look at some key pointers.

First impressions last

Users hit the “back” button more than any other within the first few seconds of visiting a web page. Not only does your site need to load quickly, it needs to give visitors the impression they have come to the right place. You may think the design of your website shouldn’t represent the competence of your business – but that’s not how users see it – and outdated or sloppy design will lose you customers.

User experience goes the distance

If your website design and content is good enough to keep people on the page for more than a few second, user experience needs to step in and take them the rest of the way. Internet users are an impatient and demanding bunch so your website needs to have an intuitive design, functionality and all-round user experience.

This takes good code and content too, but the basis starts with web design. From a logical site structure to the individual elements on each page, your design needs to communicate to users where they should go next in an instant – and be ready to take them there.

Navigation design

A huge part of this comes down to navigation design. We live in a world of multiple devices and users switch from computers to touchscreens on a daily basis – so navigations need to work across the board. Links need to be large enough for fingers of all sizes on touchscreen, while drop menus activated by a mouse hover simply don’t work on touch devices.

Contact forms

Depending on the nature of your business, this is either the most important part of your website, or at least one of them. Contact forms are where people come to make enquiries and much of your online business will start here. So it’s vital your forms are designed to function quickly and accurately. Forms are frustrating for any user so it’s a good idea to ask for as little info as possible and do everything you can to make sure users can complete your forms successfully, in one attempt.

Mobile optimisation

We’ve touched on multiple devices and optimising your design for them is vital as more people take to mobile for their browsing needs. You have a number of options available to you, but the best solution right now is a mobile approach to responsive design. This gives you a single website that alters as device screens get bigger to provide a better optimised experience. It’s not just about layout and content on the screen, but also cleaner code that prioritises weaker devices and internet connections.