The Importance of Graphic Design on Conversion Rates

Good website design is what grabs attention and keeps it. Without smart and well-executed design, you simply have a mess of words. And when you’re striving for conversions, good design is what can drive and guide traffic. Let’s take a look at the importance of this element when it comes to conversions.

Know Your Audience
It’s important that you know a little about the people you are trying to attract to your site. Ask yourself a few questions as you’re planning your design:

  • How old is my target audience?
  • Is it made up of both males and females?
  • What keywords are they looking for?
  • Why are they looking for this product?

Emphasize What’s Important
Use your graphics to point to what you want potential customers to immediately know. Take yourself out of the role of designer for a second and put yourself into the role of someone who is looking at your page for the first time. Where does your eye go to first? What do you learn right away? What seems to be a distraction or annoyance? Take your answers into account when analyzing and editing your page.

Keep Them Interested
As broadband Internet speeds continue to improve, site visitors are more likely to bounce off of your page and move on to the next if the value proposition that they are searching for is unclear. The trick is to make sure that you provide enough elements to keep the visitor’s attention without going overboard, as you may cause them to be overwhelmed.

A well-designed page with the right kind of graphics can grab attention and keep it. If graphics don’t direct attention properly, users can easily get frustrated and navigate somewhere else. Consumers are responding better to the “less is more” approach. Keeping that in mind, webmasters and analysts are now implementing new webpage templates and graphic design techniques with impressive results. When you are giving your webpage a makeover, remember to:

  • Establish your value proposition in a clear and identifiable manner.
  • Make use of banners and sidebar space, but don’t bog it down with too much wording.
  • When customers fill out information, make the process as simple as possible. The fewer steps they have to take, the more likely they are to continue through the ordering process.
  • Make each page scannable – Natural viewing pattern starts from the top left of a page and gradually move to the bottom right)
  • Place facts and critical information at the top of the page – Don’t force visitors to scroll down for pricing and plans
  • Organize content into condensed, easy-to-read paragraphs that are labeled with enticing headers.
  • Use a font that matches the energy of the page and be sure to stick with one to two font styles.

Build Trust and a Good Reputation
Design has a way of quickly building up or tearing down the reputation of a company. Your goal in graphic design is to convey professionalism, authority, and credibility. Staying simple with your design can help in portraying your company and product as professional and trustworthy.

Use Your Space Wisely
One critical component in creating graphic design that encourages conversions is your use of white space. It’s a careful balancing act – too much white space may mean there’s not enough material or content there, and too little can lead to a sense of being bombarded or overwhelmed. Careful use of your space can really aid in the positive presentation of your product.

Avoid Advertising
These days, people who are researching products and services online are smart. They know what they are looking for and can easily spot things that turn them off. As the graphic designer, you must avoid creating graphic elements that looks like advertisements. People tend to overlook elements that look like ads. Make sure you lead the user in the right way, by making the best use out of each element and thoughtfully executing the design with purpose in mind. The use of pictures is good, but make sure they are interactive. If users are clicking on an image, they want to know – or see – more. Make the user experience as purposeful and useful and possible, and always give the user control of what they are seeing and where they are going.


Author Bio:
Catie is a Team Blogger for MPS and web programmer and graphic designer who has spent several years perfecting the art of Internet marketing.

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