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Design
Published:
April 26, 2023
Updated:
May 9, 2023

11 Design Principles to Boost Your Conversion Rates

Gouri Sasidharan

11 Design Principles to Boost Your Conversion Rates

Published:
April 25, 2023
Updated:
May 9, 2023
Gouri Sasidharan

Highlights

“The logo is not popping.” 

“This banner doesn’t excite me!”

Tired of hearing this after making several iterations on the same design?

But, at the same time, you have to present the right one to improve conversion rates.
Yes, we hear you!

Finding the right balance between pulling off that design and using them to convert leads is crucial for any business. That’s why we have created a listicle of the best principles of design that would help boost your conversion rates.

The 11 most effective design principles to boost conversions

1. Create a clear and concise copy

Want your target audience to click on your ad or spend more time on the website? Create copy that is simple yet impactful. It should highlight the benefits of your product or service. Use headings and subheadings to break up long blocks of text. 

For example, a simple hero copy of Mailchimp's website conveys that the company is a leading email marketing company.

Mailchimp is an email marketing platform where the main copy directly conveys you the message.

2. Visual hierarchy

If you want your customers to follow the information that naturally leads them to the placed CTA button or form, it is important to establish a good visual hierarchy. The perfect line of view completely depends on the design of the layout. A good design can easily lead the user’s eye in the right direction increasing the chance of maximum conversions.

For example, you can follow the f-layout in design. It is scientifically said that users navigate their eyes on the website or any sort of blocks of content in an ‘f’ pattern. ‘F’ establishes speed as well.

F-type is the line of sight used in any design
Image source: uxplanet.org

3. Clear calls-to-action (CTAs)

Your call-to-action should be easy to find and clearly communicate the action you want visitors to take. Make it stand out by using contrasting colors or by adding buttons. 

For example, Netflix encourages the audience to try its one-month free trial. Here the CTA button is ‘Join Free for a Month’. Anybody would stop for a second to check out a popular streaming platform like Netflix when they offer a free trial.

Netflix - free trial CTA

4. Use the right colors and fonts

Use colors that apply to your brand that could also connect with your target audience. Colors can evoke certain emotions, for e.g., red is the color of energy, power, and passion. If you notice many top companies like YouTube, Netflix, and Coca-Cola have red logos. 

When you use fonts, choose those that are easily visible in the foreground when surrounded by images or colors. 

5. Consistent branding

Use consistent branding across your website to reinforce your brand's identity. Be careful to consistently stick to your brand guidelines whenever you use the brand's colors, fonts, and imagery. This way your customers will easily recall your brand and wouldn’t have second thoughts about switching to other brands because of the consistent brand experience.

6. User-friendly interface

A cluttered website can turn off your visitors. While focusing on the copy and other visual elements, do not miss out on making the user experience smoother. So, remember to design your website in a way that is easy to navigate and has a clear and simple layout.

7. Page speed

As mentioned above, user experience is also vital. So, not only visuals and the navigation bar but the speed at which the page runs is also a huge factor. It can make an impact on the SEO rankings, improve customer satisfaction, and bring more conversions. 

8. Include high-quality media

Use high-quality images and videos to showcase your products or services. High-quality visuals can help make your website more engaging and appealing. 

9. Use social proof

Social proof, such as customer reviews and testimonials, can help build trust with visitors and increase the likelihood that they will convert. For instance, you would look into reviews on Airbnb or Amazon before finalizing what you want.

Airbnb - reviews and ratings
An Airbnb review

10. Mobile optimization

More and more people are accessing the internet through their mobile devices. So, make sure your website is optimized for easy navigation on small screens and that it loads quickly.

Here is a mobile-friendly version of Dropbox.

Dropbox - mobile view

Looks neat, right?

11. Keep it minimal

Adding lots of colors, text, and images can not work always. It’s better to keep your design minimalistic and simple so that it’s easier for users to navigate through.

Application of design principles in various industries

1. E-commerce

Company: Amazon

Amazon is a revolutionary retailer that has taken the world by storm. From books and clothes to home décor the brand has a lot to offer in a single platform. 

With a comprehensive offering, it's only logical that their website would follow suit - however, that doesn't mean it's cluttered or confusing.

Amazon mobile app

In fact, Amazon is one of the easiest e-commerce sites to navigate due to its grid structure and thorough categorical breakdown along with drop-down menus.

This seamless user experience makes it simple for consumers to browse through over 1000 products on the website and find the products they're looking for, and get inspiration for even more options.

Amazon cart and direct CTAs buttons

Key highlights:

  • User-friendly and easy to navigate
  • Mobile-friendly
  • Vivid images
  • CTA button that encourages action
  • Customer reviews and ratings

2. Food & beverages

Company: Fiji Water

A customer gets attracted to a food or drink on a website when they’re cleverly placed. Fiji Water is popularly known to the American household, but the brand wanted to establish itself even more in the digital landscape. 

If you look at the website design, you would find how the water bottle is combined with striking photos of Fiji islands reminding you of the origin of the bottled water.

On the website, you will also find an interactive product section where you can browse the different bottle sizes sold by the brand. Its visuals that are related to ocean blue are something that would catch your eye.

Product options - Fiji water

Key highlights:

  • User-friendly navigation bar
  • Value-based copies
  • Product display 
  • Interactive product section
  • High-quality visuals

3. Cosmetics

Company: Lush

Lush is a cosmetics company that is based out of Britain which only produces hand-made and organic products. 

When you open their website, It’s easy to get lost in the charm of it. The first thing you see is a refreshing visual with quirky bold typography. On top of that, images are spread in layouts.

Lush website

It also presents a straightforward list of products that make user interaction easier. Eventually allowing you to explore solutions from skin care to hair care. 

Key highlights:

  • Energetic visuals and playful fonts
  • Easy navigation
  • Organized sections of products
  • Effortless copy

4. Technology

Company: Apple

Apple is one of the leading tech brands in smartphones, smartwatches, tablets,  computers, and more. Its products are classic and unmistakable. It’s a revolutionary inventory of its time. 

The website is no different.

With its minimal and product-focused design, Apple’s website carves its own space in the market. If you look at the website, you would notice that sleek and high-end product images make up most of the design than copies. These images are what drive sales. So, Apple doesn’t add comprehensive details to its website design. 

Apple's sleek design for its products.

This approach avoids unnecessary clutters and makes navigation easier.

Key highlights:

  • High-resolution product images
  • Minimalistic yet classy design
  • Simple drop-down menu
  • Page speed
  • Crisp yet ingenious copy

5. Automotive

Company: Tesla

Tesla, as we know, with its cutting-edge technology, focuses on sustainable energy with electric cars, solar, and integrated renewable energy solutions.

So, imagine what the automotive website of Tesla looks like!

The unique feature you find on the website is how the navigation bar only focuses on the products/car models rather than the company history and other details. This would directly guide the user to look up the models of the car.

The typography is bold and easy to read, guiding the users in the right direction. 

The call-to-action buttons implanted are also direct which makes the business move forward. You can even compare different models of cars to see which one suits you the best.

bold texts and interactive interface

Key highlights:

  • Simple and straight-forward design
  • Line of view straight leads to the products
  • Bold typography which enhances readability
  • Enable interactive user experience
  • Authoritative CTAs

Wrapping up

It’s clear that if you want to maximize your conversion rate, your design game needs to be on point. From designing a website that is easy to navigate and simple to add the right call-to-action buttons or forms, you can create an impact on boosting your conversion rates.

Now that you have learned how to apply design principles, you might want to know what design works and what doesn’t work for your business. Artwork Flow is a platform where you can not only manage your super important digital assets but its creative intelligence module shows you where you can exactly improve to gain more traction.

To know more about Artwork Flow, connect with our experts today for a comprehensive demo.

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