The total revenue in the e-commerce landscape amounts to $322,171m in 2016; however, there still lies a long list of marketers, struggling to make it large. The very first question that arises here is- ‘what the top-notch marketers are doing that other are discounting upon?’ Are they tweaking the threads of the critical codes or hitting the customer’s feels right, with a design that cuts through the clutter? While immaculate coding contributes significantly to the success of a website, one can’t undermine the power of a great design that increases engagement and drives revenue. Over 46.1% users acknowledged the importance of a good web design and considered it as the top criterion to gauge the credibility of a website.
That said, what follows are some of the ways in which the web designers are designing websites to enhance the user-experience and upsurge the most important element, i.e., revenue.
Why Design Matters?
About 52% of users bounce from a site if it presents them poor navigation and another run-of-the-mill aesthetics. The position of little design elements matters a great deal in improving the conversion rate on a website. A website’s CTAs, directional cues, visuals and flow play a consequential role in improving the cash-flow of a brand.
Takeaway- Before experimenting with your web design, conduct website audit to map down the existing challenges on your website that demand solutions. To harness the power of design element positioning, you can use heatmaps or analytical tools and study the behavior of your target in real time.
Selling The Value Right
With tons of information exploding digitally, the only thing that could help you to stay afloat is your unique value proposition. The look and functionality of a website clearly play a vital role in boosting the engagement rate; however, a strong value proposition highlighted strongly through a kickass design bags utmost conversions. Designers have understood the importance of a strong value proposition that cuts through the noise and thereby are using design elements commendably to accentuate the value that the brand seeks to convey.
Positioning Visuals Smartly
Nothing grasps a user’s attention like enticing visuals. In fact, 65% of the marketers consider visual assets as the core element to communicate their brand story. To increase the probability of conversions, designers are placing visuals strategically as a directional cue to the CTAs. When you point at your CTA through a visual, a significant amount of users follow your directional cue and reach your purchase call-to-action easily.
Leveraging Video Marketing
“Including a video on a landing page can increase conversions by 80%.” Designers have very well apprehended the need of the hour and are therefore integrating videos to attract maximum conversions. Sites are using videos as a supporting content to enhance their credibility, improve clarity around their products and convey their message in a way that evokes user’s interest. Even the autoplay videos have become extremely popular in 2016. Videos make a product appear more real to the user and shrink the apparent risk of buying.
Interacting At Micro level
From posting reactions on your friend’s Facebook status to swiping down an app’s interface to refresh the page; micro-interactions are the mindless actions that give site a human feel and keep users engaged without making them feel weary of the website. Through micro-interaction, designers engage users at several stages and manage to keep a human glued to a machine for long. More engagement leads to more conversions; therefore, designers are including users at every level of sales funnel through micro-interactions and generating ample revenue from it.
Making Navigation A Cakewalk
Users of today bear the patience of a restless toddler. They reach your website to find a solution to their problems and get frustrated if they could not find it within 2 seconds. A successful website design must be easy to navigate in a logical and intuitive way. For example, a hierarchical navigation model should include a ‘Contact’ link in the top tier. Burying the link in the ‘About’ hierarchy unnecessarily forces visitors to dig around for a way to contact the website owner. This is neither logical nor intuitive. The idea is to reduce the amount of time and effort necessary to navigate the site so as to streamline what visitors do.
Gaining the attention of visitors isn’t that easy. When you put your design at the disposal of the visitor, you compete for precious time of the average customer. The task of generating revenue from a website demands effective web design element positioning. It can convert leads into customers and send potential customers straight to the checkout line!