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10 Effective Web Design Strategies to Improve Conversion Rates

By Neil Kilgallon on Thursday, 16 November 2023

Website conversion rates refer to the percentage of site visitors who perform a desired action or goal on your website. What these actions are will depend on the type of website you have and could include making a purchase on an eCommerce website or downloading a brochure on a marketing-related site.

The higher the conversion rate, the more successful your website delivers on your core objectives. This article examines how ID Studio website designers incorporate different strategies on our clients' websites to improve conversion rates.

Define Your Website Goals

Defining your website goals is a fundamental task in website planning and involves identifying what you want to achieve with your website. This will help you determine the key actions or goals visitors should take on your site and how these actions contribute to your overall business objectives.

Some common website goals include:

  • Increasing sales
  • Generating leads
  • Building brand awareness
  • Providing information on your products or services

Once you have defined your website goals, it becomes easier to implement strategies on your website in a way that encourages users to take the desired actions. At our website design company, we ensure every step of the design and development process focuses on implementing these goals.

How Web Design Affects Conversion Rates

Website design has a significant impact on conversion rates. A good user experience is crucial for keeping visitors on your site and encouraging them to take the desired action, whether that's making a purchase, enquiring about a service, or subscribing to your newsletter.

A badly designed website will likely drive visitors away and onto your competitors' websites.

Strategies To Improve Conversion Rates

The following strategies can be used to increase conversion rates on your website. Some of these activities should be undertaken before your website is built or may require updates to be made. Other strategies can be implemented on existing websites.

1 - Optimise Your Website's User Experience (UX)

User experience (UX) refers to how easy, enjoyable and effective it is for users to interact with your site. A positive user experience can significantly impact conversion rates, as visitors are more likely to complete an action if they have a good experience on your website.

2 - A/B Testing On Your Website

A/B testing, often referred to as split testing, is a technique used to identify which version of a webpage or user experience fares better. It's like conducting an experiment where you randomly present two or more different versions of a webpage to visitors. Then, you use statistical analysis to determine which version is more effective in achieving your conversion goal.

3 - Clear Call-To-Action Triggers (CTAs) On Your Website

CTA triggers are vital website elements because they steer visitors towards achieving your conversion objectives; for example, buy now or click here to register. Essentially, these triggers serve as prompts that guide the website visitor to take a particular action. Well-designed CTAs create a sense of urgency, prompting users to act immediately rather than waiting or forgetting about your offer.

Without clear direction, visitors may leave your site without engaging further or taking any meaningful action.

4 - Create Clear User Journey Paths From The Initial Website Visit To Conversion

Creating clear user journeys on your website is a highly effective strategy for guiding visitors towards conversion, enhancing user experience, and increasing conversion rates. By carefully mapping out the user journey, you can identify and eliminate any potential obstacles or distractions hindering users from completing their desired actions. When users can effortlessly navigate your website and easily find the information they seek, they are far less likely to leave or bounce from the site prematurely.

5 - Analyse Your Website Conversion Funnel For Drop Out Points

By analysing your website's conversion funnel, you can find out if there are any stages in the process where visitors are dropping out before they are converting. Identifying these 'drop-out points' allows you to address any issues and make improvements that will increase your conversion rates.

6 - Keep Website Forms As Short As Possible

Every extra field in a form presents yet another opportunity for a user to deem it unworthy of their time. By keeping your forms concise, you can reduce this friction and facilitate user conversions. Your focus should be on obtaining only the essential information from each form. If a particular piece of information is non-essential, consider eliminating that field from your form.

7 - Use Retargeting

Retargeting is a powerful digital marketing technique that is especially effective in increasing conversion rates on your website. The premise is simple; it involves targeting users who have previously visited your website with tailored adverts as they browse other sites on the web. By doing so, you gently remind them of your offerings, thereby increasing the likelihood of them returning to your website to complete a conversion.

Unlike traditional advertising, which is often broadly cast and diluted in its effectiveness, retargeting focuses on individuals who have already expressed an interest in your product or service. This targeted approach ensures that your marketing efforts are not wasted but instead directed towards those who are most likely to convert, drastically increasing the efficiency and effectiveness of your marketing strategy. With retargeting, you can turn missed opportunities into successful conversions, improving your overall conversion rate.

8 - Establish Trust Through Website Reviews And Testimonials

Establishing trust through website reviews and testimonials is a potent tool for enhancing your website's conversion rates. Customers heavily rely on other opinions and experiences when deciding to engage with a product or service. These reviews and testimonials serve as unbiased, third-party endorsements of your products or services, providing potential customers with real-world experiences and the reassurance they need to make a purchasing decision. An array of positive testimonials can significantly bolster your website's credibility, encouraging visitors to stay longer, explore further, and ultimately take the desired action, such as purchasing or signing up for a service.

9 - Ensure Your Website Is Mobile Friendly

Many internet users, often more than half, use their mobile devices for browsing. A mobile-friendly website not only boosts your visibility but also improves the overall user experience. Users are more likely to engage with your site if it is easily navigable on their device, has faster load times, and displays content correctly, contributing to higher conversion rates.

Mobile optimisation plays a vital role in search engine rankings. Google, for instance, prioritises mobile-friendly websites in its search algorithm, meaning that these sites are more likely to appear higher in search results. This increased visibility can lead to more website traffic, creating more conversion opportunities.

10 - Improve Website Loading Speed

Website loading speed is a fundamental aspect of user experience, directly influencing the conversion rates of any website. When a website loads quickly, visitors are more likely to stay and explore, thereby increasing the likelihood of conversions. Conversely, websites that take too long to load risk losing visitors, as many users will likely abandon the site out of frustration.

Beyond user experience, website loading speed also impacts your site's search engine rankings. Google prioritises faster-loading sites in their search results, leading to increased visibility for your website. This results in a higher influx of organic traffic, creating more opportunities for visitor conversions.


In conclusion, enhancing website conversion rates is a multifaceted process that requires strategic planning and implementation. Key strategies such as compelling CTAs, clear user journey paths, concise forms, effective retargeting, trust-building through reviews and testimonials, mobile optimisation, and improved loading speed all contribute to a more efficient and user-friendly website. By employing these tactics, businesses can increase their conversion rates, maximising the potential and ultimately driving growth and success. Remember, continual analysis and optimisation are crucial to improving these rates. Implement these strategies, monitor their impact, and adjust as necessary to ensure your website remains a dynamic and effective conversion tool.

Neil has been a director within a web design agency for over 20 years. Starting out in 1997, at a time when 56k Modems were deemed cutting edge, his focus now lies in digital marketing and strategy, especially search engine optimisation, social media strategy and analytics.