Conversion optimization is now seen as hugely important. Both on the client and agency side, testing and improvement is considered an important part of the entire digital marketing strategy. In this, the value of visual elements is often greater than thought. Optimization often involves copywriting and specifically (re)formatting landing pages. Simply testing with images and other visual elements is often overlooked. Are your visuals already contributing enough to sales? Read here what to look out for!
The use of images
Images should be used when they say more than words. One of the industries where this effect is readily apparent and widely used is that of fashion. Fashion companies are better able than anyone else to use imagery strongly. For example, through the use of visuals with models, consumers are led to believe that the ideal shown there is also attainable for them and can become a reality. Yet many landing pages are often not yet set up that way.
Using one visual element can grab your potential customer's attention. Visuals, if applied properly, can convey the value of the product to the consumer. A visual can say more than words ever will. Regardless, the images you use will have an impact on the feelings of your potential customer. They determine whether the product is seen as relevant and whether they will make a purchase. Online retailers, for example, need to think about high-quality imagery. What is only often forgotten is that this imagery also has to convince. Images are one of the most important persuasive tools at your disposal as an online retailer. Take advantage of them!
Are design trends good for your conversion?
Every website is thus redesigned once in a while. The designer in question will undoubtedly be influenced by the latest trends. With conversion optimization in mind, is that wise? In recent years, we have seen "flat design" become especially popular. Flat design uses colors, typography and lots of white space. Earlier we saw within design that everything had to be as realistic as possible, today the designer goes for abstraction. Shadows, overflowing colors and other 3D elements are a thing of the past. By using these simplified elements, pages load faster and it is easier to gather information.
Simplicity and conversion
Big advantage of the flat design is that not only does it look attractive, it is user-friendly and good for conversion. Distracting parts are removed and content is reduced to the absolutely necessary. The simplicity makes the user's visit very efficient. It also translates very well to a variant for tablets and cell phones due to its clean layout. Features for a website that are certainly essential within conversion optimization today.
Which design works?
A/B testing gives you the answer that a web designer usually has to leave you with. Some key benefits of testing:
- Speed: The smallest change delivers immediate results after the website goes live.
- Research pays off: It is not a designer's intuition that determines the direction to take. The results of user research show what works or doesn't work.
- Optimal user experience: A complete redesign can put visitors off. Every small change is placed live in the familiar environment. Users have a voice and show it in the conversion rate.
The result improvers
Trends in web design come and go. Beforehand, it is difficult to determine if these trends should be followed, or if the new design will actually negatively affect conversion. What works for your company or online store? Tomahawk gladly looks at the possibilities for you when it comes to design with conversion optimization in mind. Interested? Feel free to contact us!
