Using Directional Cues to Drive Online Conversions

Use Web Design to Help Visitors Find What They Need.

Struggling to generate more website conversions? It’s a key concern for every marketer, and while there are many factors at play, sometimes it can all come down to your website design decisions.

Even if everything else is on point, from marketing to brand voice, content to products, a lack of directional cues can leave your site visitors feeling lost.

Think of the importance of directional cues like this:

You’re driving down a busy highway, with only a vague idea of how to get to your destination. You look up to the signs above, but they’re a mess.

Confused, and frustrated, you simply take the next exit to get off the highway.

At this stage, you’ll probably pull over and whip out your phone, using Google to find what you’re looking for.

When you want to increase conversions on your site, you have to make it easy for your customers.

Otherwise, they too will be looking for the exit.

Including visual and textual directional cues in your web design thinking is an effective way of increasing click-throughs and conversions.

Improve your Web Design with Directional Cues

According to AMA, the average consumer is exposed to about 10,000 brand messages every day. Standing out and getting attention is a challenge and an opportunity.

If you want to increase your conversions, you must ensure your web design is not only attractive and easy to navigate, but also designed in a way that directs them to content which helps you convert leads and prospects to clients and sales.

There are several ways to use directional cues, including:

  • Arrows and Buttons – These are simple graphic devices that encourage site visitors to make a decision, as opposed to scan your page for what they want. A button can move your prospect to a different phase of the conversion process by asking them to make a simple decision such as “Get Started” or “Learn More” or “Buy Now”.
  • Eye Gaze and Animation – Arranging messaging in a way that reflects visitors normal reading habits can simplify the user experience. Using fade-in elements or pop ups can alert the reader to special offers, points of differentiation and value propositions.
  • White Space – Using negative space can help visitors to linger longer on important content, and take time to read your content.
  • Encapsulation – Using boxes, background effects, and highlighted areas can also create a sense of urgency and importance.

Regardless of which option you choose to implement, for, you’re sure to see the benefits:

1. Directional Cues Help Lower Bounce Rates

Research indicates that 28% of online shoppers will abandon their carts if the sales process is too confusing or over-complicated.

A clean, clear web design improves the user experience, reducing bounce rates.

2. Increase Time Spent on Websites

With the improved User Interface (UX), you can expect site visitors to stick around longer. This will create a greater interaction with your brand, its content and your products and services.

3. Streamline the Sales Funnel

People expect ease when shopping or researching online. Reducing the number of clicks can reduce the number of decisions and opportunities to leave a website. From strong calls-to-action and easy-to-find features to forms that require minimal information to make purchases, conversions can occur more efficiently.

Optimize your Web Design to Succeed

Many companies make the mistake of leaving the search to the customer. They think that the website navbar is all that is needed.

The reality is that people don’t always know exactly what they want or need.

Your site visitors need help finding their way around, and you need to begin the interaction with them from the moment they arrive.

This all comes down to optimizing your web design by providing a solid structure, clear focus, mobile-friendly design and strong call-to-action on every page.

Learning how to use directional cues will make it much easier to guide your visitors through your online sales funnel to increase conversions.

If your site needs a creative spark to kickstart conversion rates, get in touch with Tom Weinkle, the President of Vortex Communications.

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