The conversion rate may be the most important consideration for the success of a business website. Many factors can lead to a successful conversion, but direct efforts to maximize the conversion rate aren’t the only important tools. Website design as a whole can be the key to conversion rate optimization. When redesigning a website and choosing the right web framework, it’s important to consider what will boost the conversion rate and help the website succeed.
What is a Conversion Rate?
A conversion rate is a measurement of how many of those who visit a website complete the desired goal. The goal can be anything from buying a product, signing up for a mailing list, creating an account, visiting a store in person, or more. Conversions are the entire point of the website, so conversion rate optimization is a major priority.
The conversion rate is calculated by dividing the number of successful conversions by the total number of potential conversions (i.e. total visitors to the site or a specific page with a call to action.) A lower conversion rate means that many people are viewing the site and not acting on what they see.
Website Design’s Role in Conversions
Digital marketers can explore various tricks to increase conversion rates by focusing on the right audience and crafting more compelling calls to action. But improving the website as a whole can be a major factor in conversions. Many of the reasons why visitors spend less than a minute on a website and then leave can be attributed to website performance. Slow loading speeds, difficult navigation, and low-quality visuals and layout lead to visitors rapidly leaving. The CEO of analytics firm Chartbeat told TIME that 55% of viewers spend less than 15 seconds on a page. Retaining them in the first moments can boost conversions.
Even visitors who stay on the site for a few minutes and get close to completing the conversion goal may not follow through, and they’re also failed conversions. If a customer decides not to buy a product online because the checkout process is too complicated, the failed conversion is due to the website’s design. If a user doesn’t trust the site’s security, they may not want to share their email or create an account, and the website could be to blame.
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How to Redesign Around Conversions
Trying to fix site-level issues without a full redesign may take just as much time and resources if the web technologies you use are not up to the task. Redesigning around improved conversions may benefit from a fresh Python web development framework such as the popular JavaScript-based AngularJS and React.JS or the Python-based Django and Flask that are ideal for business and organizational websites.
Using a site audit and research, determine what conversion rate factors can be improved. A smoother buying experience is ideal for eCommerce sites, where the average conversion rate is only 2.9% globally. Python web development frameworks contain modules for key features like shopping carts, payment integration, and shipping, so customers can make purchases the way they want. Failed conversions due to friction during the transaction are a common issue that turns prospective customers away. If customers are concerned about their personal information on the site, implementing trusted authentication services and a streamlined login can make them more comfortable.
Modern web design techniques and tools are more flexible and extensible, so changes can be made more easily. If a certain layout or design choice affects user experience and conversions, it can be implemented and tested quickly to see if the conversion rate changes. SEO auditing and optimization can also be performed more smoothly so conversions can be analyzed in terms of the search and referral traffic that brings customers there.
In general, the redesign strategy should always keep the site’s purpose in mind. Every new addition should be reviewed to ensure that it is meant to increase conversions, and tested to see if it’s effective. A redesign from an experienced Python web development team is about more than website appearance, and many behind-the-scenes changes can improve user experience and turn visitors into satisfied customers.
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