Can a good web design increase the conversion rate? The answer is yes.

The UX / UI design (user experience / user interface) has gained great relevance in recent years. With pages (landings) clearly oriented to objectives, every decision taken in the design process can be decisive when it comes to bringing the user to fruition.

On many occasions, a landing with a poorly resolved design gets poor results and can damage a previous immaculate work. The strategy was good, your campaigns were well configured and users reach your page, however, the conversion rate is extremely low. Does it sound familiar? It is frustrating to see how your users leave your page with the same speed with which they entered. Then, we present 8 key points to design a conversion-oriented landing.

1. A single purpose, a single call to action (Call to action)

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A landing must have a single objective and a single CTA. At the end of the day, designing a landing is to draw a path that takes the user from point A (entry to the page) to point B (perform the action we expect from him). The more options you give your users the farther they will be from the coveted conversion.

2. Choose colors well

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Color is a very important part of the visual narrative, you cannot neglect it. Use a range of colors that are not too extensive. A primary color, which we can use as an accent or as a color for the actions. A secondary color, which is well contrasted with respect to the primary, and a few grays should suffice.

3. Design a CTA that invites you to click

uxChoose a significant place for your CTA within your composition. A size that facilitates its highlight. An appropriate color; if you chose a good primary color for the color theme of your page, you already have it done! Try to make the text clear and legible. Avoid imperative terms, use more emotional phrases. Using light shadows can also help highlight your button.

4. Use well-contrasted headings

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The size of the headings establishes a visual hierarchy that allows your user to distinguish important parts from those that are slightly less. Poorly contrasted headings, that is, with similar sizes, can make the user not clearly perceive the hierarchy between the different sections of your page. The difference between your H1, H2, H3 and H4 should be seen with the naked eyes.

5. Design with the maximum possible cleanliness

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Eliminate all unnecessary elements, it is always easier to get lost in the jungle than in the savannah. Try to find functional solutions and avoid cosmetics. Reloading a page of visual elements does not make it more attractive and, of course, does not help to make your content more understandable, rather the opposite.

6. Take care of the blanks

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The blanks between the elements are also part of the composition of the page, structure and help to rank the content. If you use small spaces your page will look mottled, the elements of your design will be close together and it will be more difficult to distinguish them. And if you use too large spaces, your information will seem unconnected and it will be more difficult to establish a relationship between the different elements.

7. Use powerful images

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The images of a landing should not only help explain the content, but also seduce. Use images that appeal to the emotions of your users, with bold frames and bright colors. Be original, the eye loves the different. But do not forget that the colors of your images should have a harmonious relationship with the color range of your landing.

8. Pamper all versions of your landing (responsive)

Do not browse the same on a phone as on a desktop or tablet. Adapt your content to the device in question. Take care of all the versions of your landing, especially of the mobile version, and ensure that all the points outlined above are met in each version.

Written by

Pedro López

UX · 13 / 09 / 2019

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