October 7, 2015 | Melanie Chandler

Web Design Tactics to Convert Visitors into Customers

So you're getting more visitors to your site. That's awesome! But you're probably wondering what to do next. You want them to stay, of course—to poke around, read through your awesome content, and ultimately subscribe so that they'll keep coming back.

Luckily, there are a couple of easy design tactics that you can use on your site to draw your visitors in and convert them into customers.

CTAs are a great option to guide visitors through your site and ultimately convert them into customers. Be selective when it comes to the CTA that you place on your homepage, though, because it will be the first thing that your visitors see. If people landed on your homepage for a reason, you want to give them every excuse to stay and continue checking things out.

Let's say, as an example, that you've conducted extensive research and learned that some of your visitors come to your site trying to find your specific products and services. Why not provide them with a fitting CTA to help them find exactly what they're looking for, but faster? Do some research on these new buyer personas and analyze their behavior. This will help you determine how you should target them and cater to their needs more efficiently.

Before you get too CTA-crazy, though, try to remember that they won't do much if you're visitors don't notice them. CTAs need to stand out, not blend into the background. Try using contrasting colors, unusual shapes, and appealing images—really just about anything that will catch the visitor's eye and hold their attention.

Marie Forleo's website is a great example for this. Marie does an amazing job making her CTAs stand out from the rest of the page without being jarring to the eye.

Because her main goal is to get people to subscribe, she lists that information at the top where visitors will see it first thing on her website. She then follows up with an eye catching photo in the hero image that incorporates interesting typography. Her arrow below serves as another aide to guide the visitor's eyes down to the form.

By wrapping the form in a color that contrasts from the hero image, Marie further enhances the CTA's power. She also shapes the submit button as a circle, which is uncommon, and she sets it in a complementary color from the background.

Everything about this section serves the same goal: getting the visitor to subscribe. She doesn't clutter important parts of her website with too many options. Instead, she keeps you focused on the action she wants you to take.

marie forleo homepage

(Clearly, Marie knows what she's doing.)

Covering your site with CTAs alone isn't going to convert visitors to customers. You need to do your research so you can plan what types of CTAs will work best for conversion, and then implement the appropriate design tactics.

Think like Marie and use contrasting colors, rich images, and interesting typography to draw your visitors in and convert them into customers. And most importantly, learn from her focus on the single goal that will bring her the most value. 

If you like these tactics, you'll love this.  

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Melanie Chandler

Melanie Chandler

As design director, Melanie Chandler leads the design team and works with them to create consistently compelling and engaging website designs, images for digital marketing, and other visual content to communicate corporate identity and drive traffic on websites and social media.

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