How Does Website Design Affect Conversion Rate?

seo converswion optimization

What if we told you that 94% of your customers will buy based on their first impression of your website?

Design accounts for three-quarters of a site’s credibility. When faced with a poor user experience, almost 90% of people choose a competitor. Despite this, many sites continue to offer unattractive, ineffective, slow and broken content.

Web conversion experts will tell you that the impact of website design on conversion rates cannot be overstated. We will discuss how to optimize conversion rates and design a high-performing website. 

The goal is to help you learn how to design a website that attracts traffic and then converts them into paying customers.

Defining Conversion Rates

The conversion rate measures the percentage of visitors who complete a desired action on a website. Calculating the number of customers who purchase a service or product against the total number of users is typically what this involves. 

It could also be used to express the percentage of people who submitted contact forms or those who engaged in online sales chats. A site with 10,000 visitors where 200 purchase something has a conversion rate of 2%, for example. 

Your website must convert for you to be successful and often hiring an online conversion expert can be the best way to maximize your website’s performance and, most importantly, your ROI..

How Users And Conversions Are Defined

One false statistical term – total hits – led to the burst of the dot-com bubble in the late 90s. Investors viewed total hits as total website visitors. A hit is a combination of the number of images downloaded and the number of pages viewed. It is possible to get hundreds of hits from one site visit.

There is still a lack of clarity regarding terms in most sites today, even though most site owners may recognize the difference. There are three common terms used in conversion measurement: 

  • Unique visits: visits that occur within a given period
  • User visits: repeat visits to a website
  • Conversion events: agreement of transaction by both parties

The addition of items to a shopping cart versus committing to a purchase is an example of a conversion event. Regardless of what definitions you choose, make sure they are consistent. You will create a false baseline if you compare different user types’ conversion rates.

Increase mobile conversion rate

Your website’s design and strategic Calls to Action will improve your conversion rate.

Statistics Relating To Conversion Rates

There are many different conversion rate statistics to be aware of.

US e-commerce sites had an average conversion rate of 2.63% last year. There was a substantial difference between that figure and the global average rate of 4.31%. Nevertheless, the figures vary depending on the type of industry and the platform used to visit the website.

On average, desktop browsers convert better than mobile browsers. While tablets offer a higher rate than mobile phones, they are not as big as desktop computers. 

The average conversion rate for non-e-commerce sites like lead generators is 13%, while the highest conversion rate is 28%. Slack, for example, has huge conversion rates of up to 30%. Visitors’ time on the site is a key statistic that impacts these figures.

They are more likely to convert if they stay longer. A website’s design and user experience are key factors in customer retention.

Conversion Effects of the Best Website Designs

Website design directly affects conversion rates in digital marketing. Sites must attract traffic to convert. Search engines, advertisements, in-store promotions, and direct links are some of the sources of this traffic.

“To keep a visitor on your site, it must be appealing and engaging,” explains Brad Weber, Founder and CEO of the Avita Group, an agency specializing in digital marketing in Calabasas, CA. “To hook them enough to consume more, the content should match their expectations. With logical steps and clear conclusions, the sales funnel should be obvious and easy to follow.” 

It must be possible to record all interactions between the site and the user, including where the user came from and what they did. The lack of any of these will lead to poor visitor retention and ultimately low conversion rates.

Optimizing Your Website For Search Engines

Google Search plays an important role in attracting new traffic. In terms of search engine traffic, Google remains the largest. Through its Google Ads platform, website owners can market their sites through pay-per-click advertising. 

Despite this, its organic search results provide a more cost-effective means of promoting a website on a long-term basis. Google’s guidelines and expectations must be met for your website to be SEO-friendly.

A great user experience (UX) makes visitors enjoy using your site and encourages them to return. Your conversion rates will increase as those numbers grow. Be sure to seek out a professional search engine marketing agency to ensure your website is optimized for peak conversion performance.

Conversion Rate Tips For Website Design

We’ve outlined five tips below to help identify solid SEO methods and high-converting techniques. Customers who are happy with your brand are more likely to trust it. 

By building trust, sales and form submissions will increase, which in turn will increase conversions.

  1. Designing a Responsive Website

The Google recommended way to build websites is to use responsive web design. The traditional web design offered a static or fixed layout that looked great on large screens. 

As mobile became mainstream, these designs couldn’t fit smaller viewports. To read content, users had to pinch and zoom, which was not ideal. When a page is responsive, the content is arranged to fit the device of the user.

As the width of the screen changes, elements are positioned where they will have the most impact. It is now possible to navigate the page without scrolling across it. The files are hidden until needed and can be accessed easily.

  1. Set Clear CTAs

Calls to Action – or CTAs – are marketing signals that encourage your visitors to take action. For instance, a link saying ‘visit our product catalog here’ is a typical example. 

You should have a clear call to action on every page of your site. Links on landing pages should lead to further information. It should be easy to add items to the cart on product pages. Articles should end with a CTA that relates to the topic. 

Take a look at your existing content and see if there is a clear action for your customers.

  1. Creating Visually Pleasing Web Designs

Product photos that are blurry and dark won’t sell. Professional images inspire confidence and promote a professional image.

Using off-the-shelf templates may seem cost-effective, but they don’t reflect your company’s values. Choose a custom option to represent your brand well.

  1. Provide Clear Navigational Links

The key reason people leave a website quickly is that they get confused. This can happen when links on the navigation bar do not make sense or do not exist at all. If there is no link to contact the company, customers will go elsewhere. 

When there is no obvious categorization of products, users assume there is only one item available. A clear and consistent navigation structure can solve all of these problems. Adding simple, obvious links to your site will not only benefit your visitors but also Google.

  1. Content Optimized for SEO

A website’s search engine optimized content must be carefully researched and structured. Pages with high-quality content are ranked higher by Google. The key to success according to Avita Group that specializes in search engine optimization from California is to research the keywords that your visitors use most and then build your text and images around them. 

Ensure your site contains content that is suitable for both users and search engines. As a result, your pages will attract organic traffic that converts to sales.

As they say in the auto sales business, “A person doesn’t walk on the lot unless they want to buy.” 

The same is true with your website and closing or converting those active eyeballs into customers is the primary goal to build your business.



Avita Group is a digital marketing agency in Los Angeles. We specialize in organic Search Engine Optimization (SEO), Pay Per Click (PPC) campaign management, Online Reputation Management (ORM), website creation and conversion optimization. 

The Avita Group team boasts a collective experience of over 25 years in the industry and has worked with a variety of multi-million dollar companies to help them improve their ROI, build better brand awareness, and mitigate negative online reviews and results.

Contact us today for a free consultation.