The Design Side Of Conversion Rate Optimization

Many marketers talk about the importance of SEO, social media, creating lead magnets for increasing conversions, but they often forget about the importance of website design. Web design is more than just a pretty face of the page. This is something that can significantly increase, or, on the contrary, decrease conversion. According to the Adobe study, two-third of people prefer beautifully designed content. Thus, a high-quality and well-thought-out website design increases conversion and forms a good impression of the brand.

In this article, we will share a few design principles that help to increase the brand’s website conversions.

Colors and contrasts

The first impression of the site is formed in the first 5-7 seconds of interacting with it. This is a critical time to keep the visitor interested. Carefully selected colors along with an attractive design, a logical structure, and useful content are exactly what pushes users to stay on the page of the web resource and take targeted action.

Therefore, a successful color palette is an important component in achieving top conversion rates on a site and forming a certain image of the company. The web designer should be more attentive when choosing a color palette for the following components of the site:

  • pop-ups and CTA buttons;
  • headings;
  • borders;
  • background colors;
  • banners and images that occupy a significant part of the site.

When choosing a color for them, the web designer needs to focus on the brand’s target audience and the emotional component of the color.

Contrast is also an important factor in website conversions. For example, a call-to-action button should be as visible as possible. Its color should not cause negative emotions. To illustrate the importance of contrast, here’s a case from one of the leading SEO sites. The article describes how a game company got a record conversion rate of 187.4%. To achieve this, the company has changed the color of the call-to-action button from green to yellow.

The call-to-action button

It often happens that the designers don’t pay enough attention to the call-to-action button. For example, a designer can look at it from the standpoint of aesthetics and conformity to design. But the call-to-action button is too significant not to consider the impact of its different details on conversion.

The call-to-action button must have sufficient contrast and be visible compared to the entire interface. 

The Sketch app landing page is an impressive example of the importance of contrast in a call-to-action button versus page content. Not only did they take into account the branding of the product, but they also created a bold call-to-action button that grabs the attention of most visitors.

A call-to-action button should be repeated multiple times on the site so that the visitor is likely to take action considering the product or service. For example, when describing action with the sentence “You can sign up for a webinar about web marketing right now for free,” place a button next to it with the call “Plan an event”. People are more likely to take action when they know what’s in store for them.

The simplicity of the design

Simplicity is one of the most important aspects of impressive design. The simple and clear design is as important as the logical text. Even if a web designer has created a visually attractive resource, but added too many unnecessary elements, the conversion will not grow.

The major obstacles on the page are:

  • confusing navigation;
  • too much text, there is no competent division into paragraphs;
  • false value offers;
  • too many flash videos on the page;
  • distracting or annoying color selection;
  • fuzzy information, unclear calls-to-action.

Many marketers use a lot of images in the design, believing that they are beneficial for the page. However, the enormous amount of illustrations can distract the user from the primary goal, not increasing engagement or conversion of the site.


When we talk about the website style, we mean that all the elements should be related to each other and provide a holistic perception of the page. The components of the style include:

  • Typography. The importance of typography has been proven a lot of times. Using fonts, the designer can not only convey text information but also create stylish solutions.
  • Navigation. Vertical scrolling is familiar to users, however, some designers manage to change the template navigation and apply creative solutions, for example, 360-degree navigation.
  • Arrangement of elements. The non-standard composition of the elements is a hallmark of many popular websites. Today’s creative and unique arrangement of elements is more likely to grab the client’s attention.
  • Style of images and other graphic content. The right illustration is useful for the website and is an essential tool. Depending on the brand’s goals, illustrations can be an addition to an existing design or act as a complete design modernization.

With the right choice of style, the designer can form a general impression of the brand and create the user’s mood.


The trends in web design are gradually changing. In order not to lose customers, it is worth constantly working on conversion. It is recommended for the brand to regularly conduct A / B tests of the existing content and various design options of the website, collect data on conversion rates at different stages of user interaction with the site, and analyze user behavior. This will help to understand exactly where the most interested visitors are leaving and prepare solutions that will correct the situation.