Optimising web page design for conversions

Optimising web page design for conversions

Posted by 09-05-2019

In a digital age, your website is one of the most important tools you have for meeting your business aims and creating conversions. That might not mean selling goods or services; perhaps you want to recruit effectively or find volunteers. Whatever you want your website to do, it's important to optimise page designs to maximise your conversions.


What are conversions?


That doesn't just mean a page that's nice to look at - although aesthetics are very important. You also need a page that encourages users to interact, engage and convert. That might mean filling in an enquiry form, making a payment or signing up to a newsletter.


Inevitably, some users will leave the page before making a conversion, but with clever design and copywriting, you can maximise the number of people who convert and minimise conversions lost unnecessarily.


Tailor to your demographic


The first thing you need to know in order to optimise your page is your target demographic. Perhaps you're hoping for conversions from an older audience? By making sure the default text sizes are larger than average, you could avoid conversions being lost when your user has to search for their reading glasses. 


Equally, when designing a page to generate conversions from a business audience, you might opt for a more professional, pared-down aesthetic. 


Consider device usage


Some audiences will more likely be using certain devices than others, or might have a faster or slower average connection speed depending on the country in which they are based. You can use Google Analytics to find out what devices and browsers your demographic is using. 


By creating pages optimised for the right devices and download speeds, you can avoid conversions lost through frustration.


A/B testing for optimisation


When you're first starting out, A/B testing can be an interesting way to find out what works and what doesn't for generating conversions. You can try out different designs, images and wording by delivering different versions of a page to different segments of your audience. By seeing which version works best, you can gain insight into the design, copy or layout that works best for you.


If you're looking for help optimising web pages for conversion, get in touch. 205 Media is a digital agency in London providing web design services, and we're here to help you make your website work harder.