Conversion-oriented web design aims to ensure that the visitor understands your offer and completes the necessary action without unnecessary obstacles. The impact of the design can only be evaluated with appropriate data; It is not right to guarantee a certain sales increase based on color, button or page layout alone.
Seven areas to review on the website
- Value proposition: Is it clear on the first screen what you offer and who you help?
- Navigation: Can the user access product, service and contact information with meaningful links?
- Speed and mobile usage: Do the loading, reading and processing steps work on real devices?
- Call to action: Is it clear what the button will do; Is the information around him sufficient to make a decision?
- Trust: Can the real project, correct contact information and verified comments be found?
- Forms: Is only the necessary information requested; Are error and successful submission statuses clear?
- Measurement: Is the target process defined; Can traffic and campaign effects be separated from design?
As Selçuk Aker, I transform these questions into screen flow, content order and component states in web and mobile interface design. Interviews and task tests can help understand the problem. When describing the impact of the change, it is important to specify what we changed and how we evaluated it, rather than unmeasured percentages.
Frequently asked questions
If there are visitors but no applications, what should be examined first?
Suitability of traffic, understanding of the offer and operation of the form are examined together. Visual change alone will not solve every problem.
Does conversion-focused design guarantee sales?
No. Price, product, need, traffic and operation also affect the outcome. Design aims to reduce unnecessary obstacles.
How to implement conversion rate optimization in design?
CRO is to identify the points that make it difficult for the visitor to complete the targeted action and evaluate the changes by measuring them. It's not about making every button bigger or adding more alerts to the page. First define the target event: such as a qualified quote request, registration, or purchase.
| Symptom | Area to be examined | Design experiment |
|---|---|---|
| The form begins, it does not end | Unnecessary fields and error messages | Shorter first step |
| Product is being reviewed, not added to cart | Price, delivery and variant uncertainty | Bringing together decision information |
| Ad clicked, page abandoned | Compatibility of advertisement and message of the page | Same offer and clear first screen |
How to evaluate the impact of a design change?
Make a hypothesis: “Putting delivery information alongside the product price can reduce uncertainty.” Then determine the event to be measured and the comparison period. If traffic, campaign and price change at the same time, do not attribute the result to design alone. User interviews and task tests in low traffic can provide additional context to numerical results.
As Selçuk Aker, I cover flow, screen states, and visual hierarchy in UI/UX design. Measurement setup and experiment management may require a separate scope of work. Describing the current problem before deciding on Website redesign is a better start than simply changing the appearance.
