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Expert Answers to Biz Questions

Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.

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15 Ways Design Can Help Content Convert

Content might be king, but it's not the only thing that counts when it comes to conversion rates. Take design as an example - good choices can increase the ability of content to convert, while bad choices can drive your website's visitors away. And while there are plenty of ways bad design can mess up your conversion rates, there are also more than one thing making good design choices can do for your content. 

1. Build Trust

Trust affects people's purchase intent. If you're designing your content to boost conversion rates by increasing trust, you might want to give the fonts you're using a look. One of the ways typography influences conversion rates is by increasing trust. The easier your content is to read, the more credible it will appear to people.

2. Reduce Distractions

If your content was created and optimized for one purpose - conversion, everything that doesn't serve that purpose can distract the person viewing the content. Knowing when to stop adding things in and around content is a design technique that will help reduce the threats to the performance of the content.

3. Ensure the Content Can Be Viewed on Different Devices

Although responsive design is an approach to web design that's more technical than most things on this list, it's a vital part of today's web design landscape. The number of people accessing websites from mobile devices is increasing, and responsive design is what enables your content to be displayed properly on any device.

4. Repurpose, Repackage, or Improve Content

Sometimes, the content we create doesn't serve its purpose well. If your articles are failing to convert, they might not be the best format to present the information they contain. You can redesign those articles as infographics, which might help (for example, please look at this Woocommerce vs Shopify post. However, since infographics are still the type of content that is better suited for increasing awareness than driving conversions, you might think about creating a white paper or a report.

5. Highlight Important Parts of Content

Calls-to-action can sometimes be the most important parts of content on a website. That's the reason they're often placed in a box of their own, usually in a contrasting color to enhance visibility. That's one way design choices can increase the visibility of important parts of content. In written content, using bold text and text boxes can do the same, although they should be used carefully and not too often.

6. Demonstrate Safety

No one wants to buy from a website that isn't safe. If your website has security certificates, displaying them would be a good design choice that will ensure that all the good work your content did in converting visitors doesn't go to waste.

7. Drive the Point Home (pre create a sense of urgency)

The relationship between colors and our psychology is more complex than most people believe. But still, colors can be used, in an appropriate context, to boost the mood or feeling of any piece of content you produce.

8. Create a Sense of Urgency

Creating a sense of urgency is a tried and tested sales technique. In the world of web design, that usually means using a call to action copy that contains the words "now," "limited offer," or "hurry." Design options that could be helpful include adding a countdown timer to show there's little time left on the offer. Timers also set up the context for the use of the color red, which can then boost the sense of emergency.

9. Improve Clarity

Clarity is more than just removing clutter - it's making sure that every part of the content, and the page it's presented on, has a clear and obvious purpose. In terms of conversion rates, it means that people need to know what actions they are supposed to take and what are the outcomes of those actions. Certain design choices, such as the implementation of pop-up boxes that explain actions, can improve clarity.

10. Increase Speed

While certain design choices can help your content convert, others do the opposite. One of the design features that can have a detrimental effect on your content's ability to convert is using too many large images as an accompaniment to the content. They can severely slow down the loading speed of your website, which will have a negative effect on the conversion rates.

11. Guide the Viewer's Attention

The success of a landing page, and all the content on it, greatly depends on how well it's designed. Shapes, sizes, colors, and placements are all used to guide the user towards different types of content - features list, testimonials, value proposition, and call-to-action, ensuring they all work their magic on the visitor.

12. Provide Social Proof

Social proof comes in different forms, and it can greatly boost the effectiveness of your content. Allowing users to post reviews on your website, carving out a place for customer testimonials, or even including a counter that says how many people have heeded your call to action are some of the ways to provide social proof.

13. Make Your Content Easier to Digest

There's no use in creating content if you can't get people to read or view it. This is especially true for long-form written content, which tends to get tedious without breaks. Separating it into digestible chunks is a must, but including images is also a viable choice.

14. Make Your Content Look Up-to-Date

People will not give pay attention to your content if it's outdated. It's not just the information it contains that need to be up-to-date, it's the whole design. Follow the latest trends in design will create an image of a thriving, leading company, making your content appear more relevant.

15. Serve the Content when It's Most Likely to Achieve Effect

When people wish to leave your website, you can implement exit intent technology to get one last shot at retaining their attention and getting them to perform an action. That's not the only way a website's design can serve timely content - you can also design pop-ups that appear after the visitor has been viewing your content for a period of time, and offer them something.         

 

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