How to utilize visual design to improve web conversion rate?

Fotor Team
Sep 14, 2021 · 5 min read

There are innumerable websites out there, so what kind of website can stand out? The answer is definitely the website’s visual design.

A beautiful website can not only impress your visitors but also build up your brand awareness, but this is still not enough. In this article, let’s talk about how to design an attention-garnering webpage to improve conversion rates from a marketing perspective.

1. Clear Objectives and CTA

First and foremost, you need to fully understand your website’s objectives. Fewer objectives are better for one webpage, which allows visitors to focus on the tasks we want them to get done.

With a clear purpose, a distinct CTA is required as well. First, the CTA needs to be bright and large. Repetitions can also be necessary for some circumstances. So, keep the CTA above the fold. Placing important CTA below the fold on a webpage can result in less notice and conversions.

2. Designed for Scanning

Most people are accustomed to scanning content from left to right and from top to bottom. When we look at the heat map for a website, we can often see the eyes moving in an F pattern. This informs us that if there is a lot of content on a webpage, we should make the layout easy for scanning to make it more readable. Also, place important content on the top left side of the page to make it noticeable. Having the visitors digest the key message will be helpful for us when converting them further.

3. Less is More

Less is more can be a rule of thumb on various occasions, and the same is true for web design. So, what is considered less on a webpage?

Less distractions = More conversions

Attention is fleeting. If we want to have the visitors focus on some content or take certain actions on the webpage, we should minimize distractions as much as possible. For example, when visitors come to a landing page from your ads, you’d better not give them any chance to go to another webpage. In this case, maybe the navigation menu can be removed to keep visitors on the current page and allow them to focus. If you aren’t keen on removing the menu, you can do an A/B test to verify whether such a change is effective.

Another example is social media buttons on e-commerce product pages. On a product page, the simple and singular purpose is to get visitors to purchase. If they click a social media button and leave the website, they may become distracted by the content on the social media site and never come back to make a purchase. Therefore, you should consider whether these buttons are necessary. If not, just remove them.

Less requirements = More conversions

Think about the forms you’ve filled out on various websites. Have you ever given up midway due to the length? If you need to ask website visitors to do something, like filling in a form, ask for less. If you make their life easier, they will be much more willing to help you achieve your conversion goals.

Less choice = More conversions

Many studies have proven that more choices on a webpage can result in fewer conversions because it increases the time that people need to consider. The longer they linger, the greater the chance they may give up and choose nothing because making decisions can be stressful. Therefore, reducing unnecessary choices on the webpage, and you can expect a higher conversion rate.

4. Attention cues

Besides reducing distractions from the webpage, we can further focus visitors to a website using attention cues. There are four primary attention cues in visual design that can help us improve website conversion rates.

White-Space Cues

White space, also known as negative space, is simple but powerful. When putting space around an object, it contrasts with the area around it. More white space means it will stand out more. Therefore, if you want to highlight a CTA, content, or something else on the webpage, you can just give it sufficient white space around it to achieve this purpose.

Encapsulation Cues

Encapsulating the important content is also an effective way to make it more prominent so that visitors can be driven to the encapsulation container.

Eye-Direction Cues

People have a herd mentality, so we will look at the places where other people look. From the example below, we can see that when the baby in the picture changes where it’s looking from the front to the right, the eye-tracking heat maps show that more attention has been driven to the text area. So, if you want to have the visitors look at a certain place on the webpage, you can consider using eye-direction cues.

Linear or Arrow Cues

Linear or arrow cues can also work like magic. When adding an arrow or a similar shape on the website to give hints to the visitors, they will look at the areas we want them to. A simple arrow can make all the difference!

You don’t have to apply every single attention cue to your website, just pick the ones that fit yours the best.

So, to design a successful attention-garnering webpage is not just a designer’s job, it requires marketers and designers to work closely.

As marketers, you can express your ideas from a marketing perspective through a simple prototype diagram, so that the designers will understand even better and more clearly. To do this, you can just resort to multiple efficient online design tools that can help you present your thoughts visually. Regardless of whether you work with your in-house designers or outside teams, this will help you boost work efficiency and design a high CR website.

Fotor Official

Designing ideas, feature updates, learnings and more.

Fotor Official

Fotor is a free online picture editor and graphic designer, allowing you to use online photo editing tools, such as add filters, frames, text, stickers, and effects…and apply design tools to make creative photo designs and graphics.

Fotor Team

Written by

Fotor.com is an online photo editing and design platform, bringing an unprecedented level of editing control and efficient design experience to everyone.

Fotor Official

Fotor is a free online picture editor and graphic designer, allowing you to use online photo editing tools, such as add filters, frames, text, stickers, and effects…and apply design tools to make creative photo designs and graphics.