4 Web Design Elements that Influence Conversion Rates the Most

4 Web Design Elements that Influence Conversion Rates the Most

Websites are the extensions of your company, a representation of your brand online. Keeping this identity is crucial in today’s commerce, so it only natural that you would like to present the best image of your company that cannot faltered or intimidated by competitors and rivals so easily. Good web design can do for your company more than you can imagine. It can mean the difference of inviting customers to look around and bounce off shortly, or invite customers and lead them to purchasing your products.

In this article, we will discuss four web design elements that are not only responsible for the working performance of the website, but are deciding factors for your store revenues and your company’s growth.


Speed is what wins the race. You cannot expect to earn from a website that does not deliver its content when the customer asks for it. In a recent study it was found that if a website fails to open within the 2 second mark, customers are likely to abandon it.

Web Design Elements

With today’s technology, lightning fast internet speeds and high performance processers are on the go in every lap and pocket. This means any website can be accessed with a blink of an eye from anywhere around the world. With that being said, it would be a shame if someone stumbles upon your website that fails to load within the approved time.

Such fiascos are extremely damaging to the website’s revenues, but more importantly, to the company’s reputation. Customers feel cheated if they pay for high speed internet packages and still suffer a sluggish loading time while opening websites. It’s obviously wrong from the website’s end, but the resentment will be equally directed towards the brand and the customer might never visit again.

Getting your website speed increased to its optimum threshold is imperative. The faster your loading time is the higher will be the conversion rates. Consult a web development company to have coding checked, optimize your website content and check the hosting servers. Loss of speed from any of these ends can be devastating for your website. Its what they say, “Time is Money”.

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Colors are proven to enhance the visual appeal of a website by several folds. According to a survey, it was found that by adding the right combination of colors in a web design, you can increase brand recognition by a staggering 80%. But which color suits the background, which one looks good on the header/footer or does the contrast support light shade with the font? In order to optimize your web design with the appropriate use of colors, you must first understand the psychology of some basic colors.

  1. Black might be the color of bad luck in superstitions and urban myths, but in web design it’s a highly resourceful color that can bring quite the fortune for the merchant. Black represents luxury and superiority to the design. It produces a vibe of uniqueness and premium feel for the products.
  2. Red is a strong color packed with a lot of emotions to dispose. It has the quality of grabbing the attention of the viewer faster than any color in the spectrum. Its best used for stop signs and special deals. For new offers red is often used as font color for slashed prices.
  3. Yellow is a color of hope and positivity. Its exhibits a mild but penetrative appeal from where its introduced and lures the viewer towards it. Due to its youthful and communicative attributes, it is used for discount cards and offers on websites especially when the season is open.
  4. Orange highly noticeable color most commonly used for call to action buttons, headers and footers. It also goes beautifully with shades of white such as grey.
  5. Blue applies trust and security in its field of action. It helps create a secure atmosphere while promoting assurance and safekeeping. Tints and shades of blue are widely used in banking websites for the most obvious reasons.
  6. Green is always disposed where there is calm and peace. Its also associated with wealth and money. Due to these qualities it sends a strong message and gets easily processed in the brain of the viewer.
  7. White is one of the most important and governing colors in web design. It is used as negative spacing in the layout and template to help separate other webs elements from mixing with each other. Its prevents chaos and creates harmony.

Using the psychology of colors is as important as any other element in your web design. To make sure your design receives the right combination of colors, you can use A/B testing where colors are pitted against each other and tested for their performance in producing engagement and revenues for the store.

Visual Content

Visual content is what changed web design from what it used to look a decade ago. Text centric websites lacked the appeal and gravity to attract visitors towards the content.

Fortunately, advancement in technology turned the tide by giving faster internet connections, better web development techniques and superior computing devices. This meant visual content could now be introduced in web design without compromising loading speeds.

By adding images, graphics and videos to your site, you can pack a bigger punch of information, product appeal and marketing compared to any other element.

According to 3M & Zabisco research, 90% of information that enters the brain is visual. While it is also more digestive compared to text, customers are found to respond faster to it.

Web Design Elements


Images are not just a totems of engagement, but they also help customers form purchase decisions. Absence of a well photographed image next to product details can be the direct cause of page abandonment on your website. That is why exposing your text with a good dose of images are necessary for a healthy conversion rate. Images are so effective in promoting content that they are 40 times more likely to be shared on social media than text.


Videos require a little more focus than images. They need to be optimized and calibrated according to the latest trends and preferences of online shoppers. A well timed video with meaningful content can increase store traffic, increase engagement and boost conversions for your website. You can also embed videos from other websites, use them for testimonials, product reviews and instructional purposes.

Website Navigation

Website navigation includes everything from search boxes, tabs, menus, titles, descriptions, URLs, links, pagination, filters and fields etc. It serves as a road map within the website that helps customers search and find what they are looking for. A good navigation structure is built with a hierarchal scheme that segments the content and links it with the relevant pages in the fastest means possible. Here are some important tips that can help you get a better Navigation structure for your web design.

  • Your hierarchal structure should be capable of entertaining SEO practices so it can be crawled by search engines
  • A strong internal navigation must be introduced to encourage page views from a single visitor
  • Increase the number of categories so they can breathe instead of flooding one with too much content
  • Make sure your URLs are optimized with the latest SEO standards for better rankings

Author Bio:

Asad Ali is a digital marketing strategist having experience of more than 7 years. His vast exposure to SEO, design optimization, boosting conversions and targeting relevant customers makes him an industry expert. Currently, he is heading the marketing team at Go-Gulf Dubai – a custom website development company.


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