Tags: CRO


Improve Conversion header image

7 ways graphic design can instantly
increase conversion rate


A good design agency should not just design you a pretty website in their subjective opinion. They should design a website with one thing in mind - to sell, which means converting your visitors into sales or getting them to take action.

What is CRO I hear you ask... Conversion Rate Optimisation is how the performance of your site is measured and improved through analytics. But what does that look like to you, why do you need to increase conversion rate? CRO is used to get you closer to reaching your goal, which could be; signing up for a newsletter, creating an account, making a purchase or downloading.

Each business is different but everyone has the same aim, to get your visitors to take action on your goal. Conversion rate is measured on how many people sign up or take action vs how many people visit your site.

1. Conduct design split testing

It’s about measuring and testing to find out what works and what doesn’t, a good agency will conduct A/B split testing on different elements. When you are decorating your home you might test 2 paints; oyster grey and pearl grey, pop them on your wall and wait and see which you/your friends/your family prefer and then make your decision.

That’s how A/B testing works, but it might be that wording is changed, or you might change the colour of a button that you want people to click on to see which gets the most clicks. CRO is nothing without a good design and ease of use.

A/B Testing Call To Action Button Text Increased Click throughs by 33.10%

A B testing illustrated graphic

The Result:
33.1% increase in conversion rates with a 96% chance of
beating the original.
Source: VWO.com


2. Use a responsive design

Responsive web design means that you only need a single website, rather than a dedicated mobile site and desktop site. A responsive website will automatically fit the screen of the user’s device. If your website isn’t responsive, you’re losing visitors, customers and money.

25% of searches are done on a mobile device by over a billion users worldwide! Google will rank websites higher when someone searches on a mobile device.

Ask yourself:

  • Is your page easy to read and navigate?
  • Is there a clear call to action?
  • does it provide a great experience for the user?

If you answered no to any of those questions then you need your website optimised for mobile devices!  It’s always hard to critique yourself, but if it wasn’t your website would you like it?

  • More people are using smart phones or tablets to access the internet

  • Responsive sites can increase conversion by over 30%.

3. Less is more

Gone are the days where we try to cram as much information as possible onto our sites. Trying to impress visitors with animations, moving backgrounds (snowflakes anyone?) is not the done thing now.

Your visitors want to see what you’re offering, using whitespace allows their eyes to be directed to the right place, which is exactly what you want. Not to mention, if you have lots of useless information and pictures going on, your site will take longer to load and you could lose visitors! Basically, don't do this for goodness sake!

4. Say no to stock photos

Stock images look fake and reduce trust on your website. You must have seen them around, y’know Headset Helen who’s waiting for your call and looks creepily happy to hear from you. Or how about the ridiculously perfect family in their gleaming white home and matching gleaming smiles... and then some of the other stock photos out there are just plain weird!

You have seen them haven’t you, on numerous sites, again and again? You work with yourself, you might even have staff, you and those people have faces, and those faces could and should be used on your site! It’s always nice for people to put a face to the name.

Of course, there are exceptions to every rule, for instance if you want your logo showing on a van or want to show a picture of your website on a laptop/tablet/phone then there are only so many vans/phones out there and your logo can be put on any of those, but there are times when stock images won’t cut it.

What do real images do?

1. Build trust in your brand

2. By using real photos you could see a 45% Conversion Improvement

3. People like doing business with people, not websites

In a nutshell, when talking about you, your staff, products, services or your offices for example, use real images. A good design agency will come and photograph you and your team.


Headset Helen


5. Make it easy for people to get in touch.

Sometimes you can give people too much choice. Ever been to a restaurant with a huge menu and you can’t decide what you want, it’s frustrating and you probably end up settling for something.

Contact forms or your ‘Call to Action’ are the same things for your prospective customers, give them too many options and they won’t know which one to select and might not bother at all. Your visitors might not know exactly what they want and need a gentle push (in the form of amazing design) in the right direction.


6. Make your navigation clear

Similar to having too many choices for a contact form, navigation menus can have the same effect. Simplicity rules again, if you have a complicated menu your visitors are going to get annoyed if they can’t get to where they want, leave your site and probably go to a competitor.

Navigation shouldn’t be an afterthought, it should be important to the designer. Your goal should be to get your customers to where they want to be in as little clicks as possible and ultimately get them to a page where they’re going to leave you their details.

7. Shout about your testimonials

What makes you decide to go to a certain restaurant, or choose one hotel over the other when booking a holiday? The answer? Reviews and testimonials!

If you’re unsure when making a decision on a purchase, chances are you take to the internet and check out what other people have to say, and that’s exactly what your customers are doing.

If you have great relationships with your current customers, let the whole world know! Not only does it put faith in you and your brand, it builds trust. Knowing that other people have used your products or services will demonstrate that you’re a professional outfit.

Illustrated websites and reviews

Customer Review Widget Increased eCommerce Sales by 36.73%

The results

FietsPunt.nl is a Dutch online biking solutions store and they recorded 36.73% increase in orders after adding customer testimonials and reviews. The test was run for 15 days on around 16,000 visitors before they happily implemented the changes on the website.

When asked how the 36.73% increase in orders will impact his revenue,  the Director, Roeland said, “I assume the turnover to grow linearly with the conversion rate. In that case, our monthly extra revenue would be approximately 90,000 Euro (£63,089).” Source: VWO.com

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