How can a refreshed website design increase conversion rate?

May 4, 2022
By:
Szymon Zurek

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The best way to increase conversion rates on a website is by refreshing the design. This can be accomplished with minimal effort and will have a huge impact on your business. If you're not sure how, here are some useful tips!

You may be wondering why it's important to refresh your website design. Well, let's say you're a business owner who is looking to increase sales. In order to do this, you need a website that is effective in converting visitors into customers. A refreshed website design can help you accomplish this goal!


What is conversion rate and how does it affect your business

When it comes to your website, you want to make sure that you're getting the most out of it. And by that, we mean you want as many visitors as possible to turn into customers. This is where conversion rate comes in - it's simply a measure of how many visitors are completing the desired action on your website (usually a purchase).

A low conversion rate can be indicative of a number of problems, such as a confusing website layout, unappealing design, or lack of trust. If you're not sure why your conversion rate is low, a refreshed website design may be the answer.

What affects conversion rate  

There are a number of factors that can affect conversion rate, such as:


Your website's design

If your website is outdated or not user-friendly, visitors are less likely to stay on it long enough to make a conversion. Bad or old design can also generate distrust and show that you don't earn enough to update your website, thus your service/product must not be up to standard.


The quality of your content

If your content is poorly written or doesn't offer value to the reader, they're not going to stick around or convert.


Your Call-to-Action

If your call-to-action (CTA) is unclear or not persuasive enough, visitors may not know what to do next. Some of the best practice for a CTA is to just use one throughout the whole website, and make sure it's in a consistent colour and size.


How easy it is to navigate your website

Your navigation is a massive part of your user experience strategy. You need to understand user intent, and monitor it with heatmaps to see what users are looking for to really understand their behaviour and intent. More importantly, you learn what they aren't finding.


Whether your website is mobile-friendly

Mobile-friendliness is crucial in today's market as over 60% of internet traffic now comes from mobile devices.

If your website isn't designed for mobile, it's likely that visitors will leave and never come back to convert.


The speed of your website

No one likes a slow website. If yours takes too long to load, visitors will likely leave before it's even finished loading. On average, a user leaves a website after 3 seconds if it doesn't load within that time.


Your website's security

In today's climate, online security is more important than ever. If your website isn't secure, visitors may not trust it enough to make a purchase or give you any personal details like names and phone numbers. One of the most basic security features is an SSL certificate. Sometimes adding in security logos in your footer if you are using additional security can increase this trust.


Your messaging

Your website's messaging should be clear, concise, and persuasive. If it's not, visitors may not understand what you're offering or why they should care. An easy principle for easy messaging is using the oldest trick in the book - features and benefits. You can get someone to be creative putting these into life, but the fundamentals are still there!


Your target audience

Your target audience will have a big impact on your conversion rate. If you're not targeting the right people, they're not going to be interested in what you have to offer.


If any of these factors are lacking, it could be causing potential customers to leave your website without converting.

These are just a few of the things that can affect conversion rate. If you're not sure why your conversion rate is low, a refreshed website design may be the answer.


How to improve conversion rates with a refreshed website design

How to Improve the quality of your content

If you're looking to improve the quality of your content, there are a few things you can do:

First, make sure your content is well-written and edited. Typos and errors can be very distracting and make your content look unprofessional.

Second, make sure your content is relevant to your audience. If you're not sure what your audience is interested in, try using Google Analytics to track which topics are the most popular on your website.

Third, make sure your content offers value to the reader. If it doesn't, they're not likely to stick around or convert.

Some ways to add value to your content include:

  • Giving researched numbers and stats
  • Making it entertaining
  • Making it visually appealing
  • Adding in infographics to explain your points
  • Making it easy to read
  • Give people bullet points
  • Use tables to display a lot of numbers


How to Improve the clarity of your call-to-action

The clearer your call-to-action (CTA), the more likely visitors are to convert. A CTA is a statement or button that tells the reader what to do next, such as "Buy Now," "Sign Up," or "Learn More."

Your CTA should be:

  • Use one main CTA in your navigation and on top of the home page
  • Don't use a low profit CTA
  • Use a CTA in the middle of your landing pages
  • Use the CTA at the bottom of your landing pages
  • Make it clear: The reader should know exactly what they need to do.
  • If the CTA is complex, you need to set expectations of what will be needed to take action
  • Make it concise: The CTA should be short and to the point.
  • Make it Compelling: The CTA should make the reader want to take action.

If you're not sure how to improve your CTA, try A/B testing different versions to see which performs best.


How to Improve the design of your website

The design of your website can have a big impact on conversion rate. If your website is outdated, confusing, or not mobile-friendly, visitors are less likely to convert.

Some things you can do to improve the design of your website include:

  • Using well spaced fonts for easier reading
  • Adding in interactions and animations to flair up the design
  • Using custom branded icons and graphics
  • Making sure your website is responsive
  • Making sure your website is easy to navigate
  • Using high-quality images
  • Using clear and concise copy
  • Using persuasive calls-to-action


How to improve your website's navigation  

Your website's navigation should be easy to use and understand. If it's not, visitors will get frustrated and are less likely to convert.

Some things you can do to improve your website's navigation include:

  • For big menus, make sure they are sorted into categories
  • Add in a search feature on your site
  • Make sure that your menu has no common hover effect bugs
  • Test your menu on mobile as it works differently
  • Make sure your menus are clear and concise
  • Make  sure your menus are easy to find
  • Make sure your menu fits within the mobile view


Understand user intent

In order to increase conversion rate, you need to understand why your visitors are coming to your website.

Some things you can do to understand user intent include:

  • Performing keyword research
  • Creating buyer personas
  • Using Google Analytics
  • Looking at search engine results pages
  • Asking your customers


Use heatmaps to track user behaviour

A heatmap is a graphical representation of where users click on your website. This can be used to track user behaviour and see what areas of your website are most popular. You can use things like Microsoft Clarity (free) or HotJar (paid) for your heatmap research.

Some things you can do with heatmaps include:

  • Seeing where users are clicking
  • Identifying areas that are being ignored
  • Determining which links are being clicked
  • Figuring out where to place CTAs
  • Figuring out which parts of your websites are redundant



Speed up your website  

Your website's load time can have a big impact on conversion rate. If your website takes too long to load, visitors will get impatient and are less likely to convert.

Some things you can do to speed up your website include:

  • Reducing the size of your images
  • Minifying your CSS code and JavaScript
  • Using a content delivery network
  • Caching your website
  • Getting faster hosting servers


Secure your website

If your website is not secure, visitors will not feel safe inputting their personal information, such as their email address or credit card number. If you are not protected from spam, this can cause your website to go down if you are attacked.

Some things you can do to secure your website include:

  • Installing an SSL certificate
  • Enabling HTTP Strict Transport Security
  • Using secure passwords
  • Scanning your website for malware
  • Using reCAPTCHA to prevent attacks that will bring your website down




Ways to measure the success of your new site design


Google Analytics

You can also use Google Analytics to track how many visitors are coming to your website and where they are coming from. This will help you to see if your new design is having an impact on your user retention, time spent on your website and bounce rates.

Conversion Rate

Another way to measure the success of your new site design is by looking at your conversion rate. This will show you how many visitors are actually taking the desired action on your website, such as signing up for a newsletter, making a purchase or requesting a quote.

A/B Testing

One of the best ways to measure the success of your new site design is by using A/B testing. This will allow you to test different versions of your website against each other to see which one performs better.

Customer Feedback

Finally, you can also ask your customers for feedback on your new design. This will give you an idea of how they feel about the changes and whether they think it has made your website easier to use. You can also incetivise this feedback with $50 gift vouchers to your business if it makes sense. That way, you not only get feedback, but also get people to interact with your products and brand.

What conversion rate increase can you expect from a new website design

There is no one answer to this question as it will depend on a number of factors, such as the quality of your current design, how well it fits with your brand and messaging as well as your product and offer. However, provided that you are already making sales and people are interested in what you do, usually we see at least a 20% increase in conversion rate after a re-design. However, a 20% increase in conversions is a conservative estimate.

For example, with our pool client (see case study), we were able to increase their conversion's by 90% just with a cleaner and friendlier design as well as some extra UX features.

Or, for one of our clothing ecommerce clients (see case study), we increased their purchase conversion rates by 77%!

So depending on where your website is at, you might see insane increases like these, or if you are already doing well with your digital conversions (3-4%), you might only get that extra 20% with a few A/B tests and tweaks.

The importance of mobile-friendly websites for Conversion Rates

Since more and more people are using their smartphones to browse the internet, it's important to make sure your website is mobile friendly. If it's not, your visitors will likely leave your website and go to a competitor's site that is easier to use on a mobile device.

There are a few things you can do to make sure your website is mobile friendly and converts on mobile devices.

Using a responsive design

A responsive design is a no brainer. But what goes into a responsive design? For example, using large font sizes and ensuring your buttons are big enough to be clicked on is a big first important step.

You also need to make sure that your website's destop layouts wrap. For example, if you have 3 columns of text next to one another, you need to make sure they wrap on top of each other vertically on mobile devices. Overall, you need to ensure that website containers and wrappers (the boxes that your content is inside of) are designed with a percentage width to make sure it can acomodate different screen widths.

By making these changes, you'll be able to make sure your website is easy to use for mobile visitors and will be more likely to convert them into customers.

Making sure your images are scaled for mobile devices

Scaling images for mobile can be quite a big task, espesially if you have hundereds of them. You might have a plugin that does this for you on Wordpress, but likely you have to pay for it, its not very flexible, and the plugin itself has a lot of dirty code that slows your site down.

Ideally, you would have seperate mobile and desktop website designs. This way, you can have total control over the images you use on mobile versus desktop. This also provides an opportunity to edit mobile images in a vertical format rather than horizontal.

Reducing the amount of text on each page

Unless people are looking to read an article that will help them, its likely they won't be reading too much text on your website besides the headings. Espesially on mobile, you have less space to impess visitors, so it is crucial that for mobile versions you shorten or hide certain text.

This can be very dificult to do on many CMS systems like Wordpress or Squarespace. However, with Webflow (where we design websites), we can do this within their CSS code.

Eliminating pop-ups

Pop-ups are harder to exit and interact with on mobile. Each business strategy is different, and maybe the pop-ups you are using are important. But if you simply want to collect an email for a newsletter, and your business does not make money through newsletters, maybe you can improve user experience by turning off your pop-up on mobile.

Instead of a pop-up, you can use a call to action in the middle of an article or other content.


Reasons why someone might want to get a refreshed website design

There are a number of reasons why someone might want to get a refreshed website design.

One reason is that a website can quickly become stale and outdated. This can be due to a number of reasons, such as changes in technology, design trends, or the business itself.

A refreshed website design can help keep your website looking current and relevant. It can also help you attract new visitors and customers, as well as retain existing ones.

Another reason to refresh your website design is if your website is not converting at the desired rate. This could be due to a number of factors, such as poor design, usability issues, or outdated information and much more that we've covered in this article.

Some of the main reasons why you should think about re-designing your website:

  • To improve your website's conversion rate
  • Enable you and your team to upload content
  • Bring in more organic traffic
  • Easily create new landing pages for A/B testing
  • To keep your website looking current and relevant
  • To make sure your website reflects your brand and company
  • To improve your website's usability
  • To retain existing customers


A website refresh can do wonders for your business. It can help keep your website looking current and relevant, attract new visitors and customers, improve usability, and more. If you're not sure how to go about refreshing your website design, we've provided some helpful tips in this article. Let us know if you have any questions!


FAQ about refreshing a website design and increasing converion rates

How often should I refresh my website design?

This really depends on your business and how quickly things change. If you're in a rapidly changing industry, such as technology or fashion, you'll likely need to refresh your website design more frequently than businesses in other industries.

In general, we recommend refreshing your website every 2-3 years.

What are some common mistakes when refreshing a website design?

One mistake is not considering how the refreshed design will impact conversion rates. Another is not properly scaling images for mobile devices. And another is using pop-ups, which can be difficult to exit and interact with on mobile devices.

To avoid these mistakes, be sure to keep conversion rates in mind, scale images for mobile devices, and use call-to-actions instead of pop-ups on your website.

What is the best way to increase conversion rates on a website?

The best way to increase conversion rates on a website is by refreshing the design. This can be accomplished with some effort and will have a huge impact on your business.

If you're not sure how, here are some useful tips!

  • Use shorter or hide certain text on the mobile version of your website.
  • Eliminate pop-ups and use CTAs in the middle of the content instead
  • Use call-to-actions instead of pop-ups.
  • Use a bigger font for easier usability
  • Increase your button sizes to make sure they are clickable
  • Scale images for mobile devices for a more customised experience.

Following these tips can help you refresh your website design and improve your conversion rate!

If you have any other questions about website design or how to increase conversion rates, feel free to contact us! We're always happy to help.

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