How to Increase Conversions with Prioritised Navigation
Increase Conversions Through Clever Design
One of the most important roles of a web designer is to create a website that maximizes opportunities for conversions. After all, websites always have a business goal, whether that’s making direct sales, building a prospect list, or something in between. Ensuring the site offers a great user experience and a clear path to conversions is essential. Designers and UX practitioners who keep this goal in mind help their clients and themselves.
Use self-contained landing pages
Depending on the goals of the project, you may need one or more landing pages. Each landing page should be a stand-alone element. It should be persuasive enough and contain everything needed to drive a conversion all on its own and turn your visitors into customers. Landing pages aid conversion because they keep all the essential information together. Web visitors don’t have to look through your site to enter your sales funnel. By putting all information critical to conversion on one page, you make it easy for them. And easy is what people want! And a reminder about the copy on your landing pages. Be sure to focus on solving your prospect’s problem, people come to your website looking for a solution, so double-check your copy to make sure it’s all about them, make sure the words are designed to persuade. Don’t get caught up in trying to impress readers with your vocabulary. Clear, simple language is your best option.
Be strategic with internal navigation
Do you have information on other pages that you think will support conversions? Perhaps you have a whole page of testimonials or a list of other services or options. If you’d like your prospect to be able to move easily to this additional information, you have a couple of choices:
Contextual links : Links to other pages within the body copy of your landing page can help you make a conversion.
Limit your header navigation: Keeping your header navigation sparse is another way to lead your visitor to expanded information while still staying in control of the pathway to conversion.
Combat decision fatigue
You’ve probably experienced decision fatigue, also known as choice overload. A famous study that offered samples of jams a grocery store showed that if there are too many options, many consumers leave without making any selection. In fact, the study showed that fewer jam choices kept people more engaged with the product, and more likely to make a purchase. Create a clear path to conversions. Eliminate distractions. Only pages critical to the conversion should be visible as primary options.You can always provide access to other pages through secondary navigation.
Elevate the CTA to ‘VIP’ status
There is nothing as important on your landing page as your call-to-action. For instance, on your design website, your goal may be to get web visitors to complete a form to schedule a free consultation. For a customer’s website, the goal may be to get the visitor to sign up for a free newsletter or to order a product. You may want to do some A/B testing to find out where on your page your CTA will work best, or what colour it should be, the copy it should contain.
We follow these steps to create a well-defined hierarchy and successfully prioritised navigation to drive conversions. You’ll see the results in your business goals, ready to contact us and start today?