How can website redesign better convert visitors into customers?

Welcome! We have two questions for you:

1. Is your current landing page successfully converting visitors into leads or, better yet, your customers? 
2. Does your website have the needed elements that effectively engage and interact with your users?

Does it resonate? We know what to do.

Judging by years of experience, the answer is - website redesign.

Maybe your website needs a redesign?

At Merge, we redesign websites to be modern, functional, and tailored to your brand.

Learn more

How does poor design impact conversion rate?

It’s plain simple: bad design significantly impacts your conversion rates by creating a negative user experience. This can manifest through various elements, such as poor navigation, unresponsive design on mobile devices, and visually unappealing layouts. 

Such issues can frustrate users, leading them to leave your site without completing the desired action, be it making a purchase, signing up for a newsletter, or any other conversion goal. Bad design also affects trust and credibility, which are crucial for persuading users to engage with a website.

Conversions are also affected by content quality, site functionality, and the overall user experience, all of which can be fixed by redesign.

If a website is not user-focused, meaning it lacks intuitive navigation and clear indications of user engagement paths, visitors may find it difficult to locate the information or services they seek, leading to frustration and abandonment.

Same with CTAs. Without clear, concise calls to action, visitors may not understand the desired steps the website wants them to take, such as purchasing a product or scheduling an appointment, leading to missed conversion opportunities.

TL;DR: Clear calls to action, simplified navigation, and a visually appealing layout are crucial for encouraging conversions. Without these elements, your website may appear unprofessional or untrustworthy, undermining user confidence and reducing the likelihood of converting visitors into customers.

Why else might you have bad conversions?

The thing is, conversions are not solely about bringing traffic to the website; it's about converting that traffic into paying customers. 

Despite having good website traffic, poor conversions might occur due to attracting the wrong type of traffic, not from your target customers. It can be due to reasons such as lack of user research, targeting the wrong keywords, or competing on price. Attracting low-paying customers means a lack of market research to identify the converting audiences’ pain points and goals. 

An outdated design may fail to engage users effectively or reflect the latest branding guidelines. Other technical problems, like broken links or slow loading times, frustrate users and discourage them from exploring further. On top of that, too many pop-ups can hamper the customer experience, making them more likely to leave without completing their goals.

Benefits of website redesign

To sum it all up, before moving on to the website redesign strategies, a UX website redesign can significantly benefit a business by improving user engagement, making the site mobile-friendly, incorporating effective calls to action, and enhancing content. 

These improvements can lead to better conversion rates as they enhance the overall user experience, making it easier for visitors to navigate the site, find what they’re looking for, and take desired actions, such as making a purchase or signing up for a newsletter.

Website redesign strategies

Understanding conversions requires a grasp of the following aspects:

1. User intent. Knowing what users are looking for when they visit your website helps in creating content and design that meets their needs.
2. User journey. Mapping the path users take from their entry point through to conversion helps in identifying and removing friction points.
3. A/B testing. Regular testing of different design and content strategies can reveal what works best for converting visitors.
4. Analytics. Using data analytics to understand user behavior, bounce rates, conversion paths, and more can provide insights into what elements are performing well or need improvement.

Beyond design, understanding conversions requires recognizing the difference between macro and micro conversions and their significance in achieving marketing goals. Macro conversions are significant actions that directly contribute to business objectives, such as purchasing a product or signing up for a service. 

Micro conversions, while smaller actions like following on social media or subscribing to a blog, play a crucial role in building awareness and trust among potential customers. These actions contribute to the overall conversion rate by generating buy-in and providing social proof, influencing others to convert.

With this in mind, here’s what to improve and focus on during your next website redesign. 

Maybe your website needs a redesign?

At Merge, we redesign websites to be modern, functional, and tailored to your brand.

Learn more

Better visuals and engagement 

Enhancing visuals and user engagement can attract and retain visitors’ attention, leading to increased dwell time and potentially higher conversion rates. 

Using better visuals and engagement strategies involves incorporating high-quality images, videos, and interactive elements that capture visitors' attention and communicate your message more effectively. 

Visuals can break up text, making content more digestible and engaging, while interactive elements like quizzes or sliders can increase visitor participation. The rationale behind using better visuals and engagement tactics is to create a more enjoyable and memorable user experience, encouraging visitors to spend more time on the site and engage more deeply with the content. 

This not only aids in conveying the brand's message but also significantly enhances the likelihood of conversion by creating a positive impression and making it easier for visitors to understand the products or services offered.

Navigation 

Making navigation easier is about ensuring that your visitors can find what they are looking for on a website with minimal effort. A well-organized and intuitive navigation structure is key to achieving this, and it is an essential part of any website redesign process.

This involves logically categorizing content, using clear and descriptive labels for menu items, and ensuring that the search function is prominently placed and effective. 

Introducing tools like live chat can also assist visitors on the spot, helping them locate items or information quickly. Simplifying the user's journey not only enhances the user experience but also increases the likelihood of conversion by reducing frustration and making it easier for visitors to complete their desired actions.

Mobile-friendliness

Mobile friendliness is crucial given that a significant portion of website traffic comes from mobile devices, yet mobile conversion rates are typically lower than desktops.

Given this high volume of mobile traffic, optimizing for mobile is our next website redesign strategy. A mobile-friendly website ensures that content and navigation are easily accessible on smaller screens, improving the user experience for mobile visitors. 

This involves responsive design techniques that adjust the layout of the website to fit various screen sizes, making text readable without zooming and ensuring that links and buttons are easily clickable with a finger. 

Improving mobile friendliness is essential not only for enhancing user experience but also for improving search engine rankings, as search engines like Google prioritize mobile-friendly websites in their search results. This leads to higher visibility, increased traffic, and better conversion rates.

An example: a “pinned” CTA to the bottom of mobile screens, which Notion implemented to enhance the mobile user experience and improve conversion rates, has resulted in a 16% click-through rate for mobile visitors.

Maybe your website needs a redesign?

At Merge, we redesign websites to be modern, functional, and tailored to your brand.

Learn more

Calls to action

​​Effective CTAs are vital for guiding visitors toward conversion. Testing different CTAs and their placements can identify what works best for engaging visitors and encouraging them to take desired actions.

Check out this website redesign example, where improving calls to action helped Alta enhance user engagement and also drive conversions from their website to their app.

An even more effective way to utilize CTAs is to add contextual ones. Contextual CTAs are integrated within content in a way that naturally follows the flow of the visitor's reading or browsing experience. Instead of being overt and direct, these CTAs are placed in context with the content around them, making them feel more relevant and less intrusive to the visitor. 

For instance, a contextual CTA could be placed within a blog post, directly relating to the topic discussed and offering the reader additional related resources or actions, such as downloading a guide or viewing a case study. 

This method is effective because it aligns with the visitor's current interest and provides them with a logical next step, thereby increasing the likelihood of engagement and conversion. It’s about making an offer that feels tailored and timely, leveraging the visitor's immediate interest to encourage a deeper interaction with the brand.

Content improvements

Improving content involves ensuring that the information presented on the website is relevant, valuable, and engaging to the target audience. 

This can mean updating product descriptions to be more detailed and persuasive, creating informative blog posts that address visitors' interests and pain points, and ensuring that all content is easy to read and well-organized. 

The purpose of improving content is to establish authority, build trust with the audience, and ultimately guide visitors toward making a purchase or taking another desired action. 

High-quality content can attract more traffic through search engines and social media, engage visitors effectively, and provide them with the information they need to make informed decisions, thereby improving conversion rates.

Gamification

Finally, another interesting aspect of improving your conversions through website design and redesign is to add gamification. Gamifying the visitor experience involves incorporating game-like elements into the website, which can significantly increase engagement and conversions. 

This strategy makes the interaction with the website more fun and engaging, encouraging visitors to spend more time on the site and participate in desired actions. 

Simple gamification techniques can include progress bars showing users how close they are to completing a task, spin-to-win wheels for discounts, or interactive quizzes that personalize product recommendations. 

These elements tap into the human desire for achievement and reward, making the browsing and shopping experience more interactive and enjoyable. By engaging visitors in this playful manner, websites can improve user engagement, encourage longer visits, and ultimately boost conversion rates.

Maybe your website needs a redesign?

At Merge, we redesign websites to be modern, functional, and tailored to your brand.

Learn more

What to do

Hiring a website redesign company can lend you comprehensive expertise across design, development, and marketing to improve your website and boost conversions. Here, check out what other reasons for redesign you might be missing in our previous article on 10 reasons to redesign your website.

Overall, agencies with professional website redesign services offer a multidisciplinary approach to address both the visual and functional aspects of your site. This means it’ll look good but also perform well in terms of user engagement, SEO, and conversions. 

To summarize, a strategic approach to website redesign, grounded in data and testing, can significantly enhance the site’s ability to convert visitors into customers. 

Each of our strategies focuses on optimizing different aspects of the user experience, from visuals to navigation to content, to improve engagement and conversion rates. Ask for them specifically when hiring a website redesign agency to help you with your site.