How to Multiply Your Conversion Rate and Maximize Revenue of Your Digital Product With These Simple Design Tips (Proved)
Getting traffic to your page is very very good but if none of the users are really engaging with your page, then all your effort will be in vain. Let’s be honest we’ve all been there, after using all our creative energies to generate that beautiful product and then realize our retention levels or conversion rate 😟 #notgood
This article will outline a few proven design tips for getting your visitors to take action and stay with you for everrrrrr.
✓ Design Experience
I feel that the term UX has grown rapidly in the digital world, many speak of how important is to have a good UX & UI when we want to obtain a positive user flow. For those who do not know much about the term “User Experience”, it is the overall experience that a user has when using any product, such as web pages, applications, programs, stuff like an apple watch, you name it… if you think about it for a moment you’ll realize that user experience has been with us since the beginning of humanity, when men began using their gray matter and decided to experience the ways in which they can use something in the most efficient and easy way 🙃.
So think that UX is not just an individual design element but rather a set of small iterations working together providing ease to the user when browsing your product. The emotional connection that users feel as a direct result of the design will make a huge difference in terms of retention and conversion rate. So we want to create a positive impact in the first seconds in which the user interacts with your product.
The emotional connection that users feel as a direct result of the design will make a huge difference in terms of retention and conversion rate.
How can we create a positive impact?
If you read any article regarding increase of conversion, they will tell you that the most important thing is: “Incorporate consistent branding” as the first point 🤦🏻♀️ but from last experiences I can tell you that the most important thing in those first seconds is Performance… this is gold! I will write a more complete article on how to improve your performance of your digital product with design, since I don’t want to get into details right now I’ll just tell you that there is a period of time in which the user waits for the content to appear. Until this happens there will be no user experience. Knowing the human being and his behaviors we can say that the user will only tolerate a low performing application not that long before abandoning them (and you know you have done that right?).
So what could we do to improve digital product performance?
- Determine how slow you are. You could start using tools to test your page such as: webpagetest.org, etc.
- Decrease the amount of dynamic elements, complex graphics and optimize. images… big images will slow you down.
- Use system fonts and variable fonts so they don’t impact as much the page speed.
- Keep it simple! put yourself in the user’s role for a few seconds and think about all the interactions they have to do until you reach that golden button. Most of the time it is not necessary to add so many things to achieve that main objective, so less is more, eliminate any extra elements, content, etc that might slow down the whole process.
So are you doing all what it takes to make that website to perform to the next level?
For example Pinterest increased search engine traffic and sign-ups by 15% when they reduced perceived wait times by 40%.
✓ UX architecture
When you think about what makes a web application really good, it is simply being able to get what you need immediately on your own terms and barely using your brain. Therefore we can say that the architecture of your product can greatly influence your conversion and retention rate. If you have had problems with your product you can think a bit about the navigation of page/app in general, for example:
- Where are you call-to-action buttons? They should be most the time in the front and center, call-to-action that are located in menus or deep down on the sites is a no go amigo.
- Are you making it easy for the user? 🧐 The best practice is creating an easy to identify search bar and small menus, nobody has time to scroll down thought an infinite list of stuff. As well as making it easy to get back home, people will get frustrated when that little arrow is not available.
- Let the user explore before they commit. Nobody likes pushy people so when the user interact with you site/product/app he should not feel like he has to do something upfront before navigating it.
- Whatever you do, optimize it for mobile. Why? Because we are in 2020 and almost half of the population of the world has a phone.
✓ GOOD UI
The user interface is as important as the first two points, imagine that your page is fast, the structure spectacular but your app is ugly, full of errors and nobody understand what is all about? #theworst. Attention! UI does not only understands the visual elements but also the visual hierarchy of the elements and interactions.
Then according to this your product must be beautiful, error-free, effective, easy to use and to understand. Working on the UI is one of my favorite things to do while developing any web/app or product because I can play with absolutely all the elements to create an efficient, fun and straightforward user flow that goes straight to the point ☺️
How can you implement a good UI to your project?
1. Keep it clear. It’s always a good thing when the user recognize if there are any interactive or static elements (for example swiping left not down) at the fist seconds of using the interface, you can help by adding light, shadows, light animations or whatever helps the user predict what is going to happen next or how they can make it happen.
2. User-centered. I really hope you did the homework of researching and testing the market before launching you digital product, so by now you should understand their likes, needs, behaviors, and how they would interact with the interface. If you haven’t done that I highly recommend it since this will make the whole process easier. After this you will design only thinking about their interaction. In a nutshell: put yourself in the user’s shoes while doing the whole design process.
3. Be consistent. Consistency in general will create harmony, people love harmony and symmetry so keep a consistent navigation that guide the user to the information in an effective way.
4. Make it colorful & beautiful. And I mean it! colors are my weapon of choice if you use it wisely you will create a huge impact on the user. Colors and contrast is one of they key factors that set the tone or mood of the interfaces.
5. And readable. Because it is simply vital, people won’t read a content if it does not look clear and appealing. You can play with the background, visual hierarchy, white space and typography to improve your content or copywriting.
So we are finally in the “Brand consistency” part that everybody talks about, in the end it’s true what everybody says, the more consistent the branding the more people will love it ❤ and the more will convert 🤑. So make sure you are making a cohesive visual identity across all platforms, devices, app/website, people will have a good visual impact of your product and also it will create trust and that is pretty important if you want to keep your clientele.
How you can integrate a consistent branding?
1.Brand is all about what people think about your product or company, so I recommend to create brand guidelines for each platform where you can cover every conceivable way to use your corporate brand. It is a bit too much but trust me it is worth it ;)
2. The content used on the platform should be created with brand consistency in mind. There are thousand of ways to make that work so make sure you get pretty creative with both digital and physical material.
3. People love stories! Double check if your users understand what your product or company stand for and why they should care. If you can’t do that in a simple text or in a creative way then nobody will understand the message and that is a problem. Tell the story with creativity and ingenuity. Also do not use the same content for every platform, the more personalized an original the better, inspire people thought your designs!
In the end design is just a piece of the big puzzle, nothing can really work if all elements like coding, marketing and the product itself are on the same page. But investing some time into the website/app design can become really valuable for your project or business. If everything is working perfect, users will understand your product and perceive your brand tone the way you want. This will have an impact at the time of converting and retaining. I invite you to try those tips, and although they are super simple they will make a big difference.
By the way I love to use Hotjar as a tool to understand my users, it might help you as well ✨