Month: September 2022

Your website design is more important for conversions than you think. You can implement every conversion-boosting tactic in the world, but if your web design looks like crap, it won’t do you much good.

Design is not just something designers do. Design is marketing. Design is your product and how it works. The more I’ve learned about the principles of web design, the better results I’ve gotten.

Here are 8 effective web design principles you should know and follow.

1. Visual Hierarchy

Squeaky wheels get the grease, and prominent visuals get the attention. Visual hierarchy is one of the most important principles behind good web design. It’s the order in which the human eye perceives what it sees.

Exercise. Please rank the circles in the order of importance:

Without knowing anything about these circles, you were able to rank them
easily. That’s a visual hierarchy.

Certain parts of your website are more important than others (forms, calls to action, value proposition, etc.), and you want those to get more attention than the less important parts.

If you website menu has 10 items, are all of them equally important? Where do you want the user to click? Make important links more prominent.

Hierarchy doesn’t come only from size. Amazon makes the “Add to Cart” and “Buy Now” call-to-action buttons more prominent by using color:

Which buttons catch your eye? Color can help elements of a web page stand out.

Start with the business objective

You should rank elements on your website based on your business objective. If you don’t have a specific goal, you won’t know what to prioritize.

Here’s an example. It’s a screenshot I took from the Williams-Sonoma website. They want to sell outdoor cookware.

Visual hierarchy is essential to effective web design.

The biggest eye-catcher is the huge piece of meat (make me want it), followed by the headline (say what it is), and a call to action (get it). Fourth place goes to a paragraph of text under the headline; the fifth is the free shipping banner, and the top navigation is last.

This is visual hierarchy—a timeless principle of web design—well done.

Exercise. Surf the web and consciously rank the elements in the visual hierarchy. Then go look at your site. Is something important (i.e. key information that visitors seek) too far down in the hierarchy? Make it more prominent.

2. Divine Proportions

The lower-case Greek letter phi is used for the Golden Ratio.

The Golden Ratio is the magical number 1.618 (φ). Designs that use proportions defined by the golden ratio are, it’s believed, aesthetically pleasing.

Then, there’s the…

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The first contact any potential customer has with a product is the description. It’s hard to oversell how significant good product descriptions are for an eCommerce business.

Without a physical product to pick up and look at, the product will not fully exist in the mind of the potential shopper. All they have to engage with and be won over by are some words and images on a screen.

Creative product descriptions must work hard to paint an enticing picture and accurately describe the product features. When it comes to achieving conversions – getting a browser to become a buyer and clicking that vital ‘add to cart’ button – great product descriptions are like having a power dialer to communicate directly with your consumer base. 

Knowing how crucial creative product descriptions are is one thing, but how does an online business ensure their product descriptions are the best they can be?

Here are nine key areas to cover to take the effort out of writing creative product descriptions.

1. Know Your Customers

Knowing your target customers is the first step in creating great product descriptions. It might sound counterintuitive to begin with customers rather than the product itself. But before you can set the tone and style, you need to get a handle on the buyer persona.

It is as important as having content to fit your audience when dealing with your website and marketing tactics. To make sure you know what your customers want, you should know who they are first.

Tracking how customers arrive at your website, what background and age group they might belong to, and what their interests and needs are likely to be; will allow you to tailor how you present the product to those potential buyers.

  Image Source 

2. Sell the Benefits

Customers are looking for products that fulfill a need or fix a problem. If you bear this in mind, then you’ll see immediately which features will interest them. But describing every aspect of the specifications can be off-putting. Keep to the qualities your product has that will benefit your customer.

It is basically an extension of thinking about how the product fits the market. So, go back to your marketing plan and team. What are the main selling points of the item? How do these categorically match what you understand of your consumer base’s needs?

For example, if you are selling a mini refrigerator – of course, its power, materials, and design are important – but it is probably of more interest to a customer that it fits under a desk and that it holds 12 cans of cola.

Make a list of the key features that customers are most likely to care about. Describe your product in these terms.

3. Cut the Jargon

While manufacturers’ descriptions have all the…

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