ConvertDesigning Web Sites to Increase Traffic and

Conversion

Outline

Getability!

Noticeability!

Navigation!

Imagery!

Look and feel

Getability

Getability: The quality of how easy it is to get a page’s purpose!

Strip away things that are not required.!

Simplify any aspect of content or design, including layout.!

Google search page.

Getability

NoticeabilityGetability depends on noticeability of the various elements presented.!

Size!

Contrast!

Boldness!

Color!

Position!

Space!

3-D effects!

Movement

NoticeabilitySize!

Many pages afford to increase the size of initial headline and other primary messaging.!

Contrast!

The sharper an element’s contrast (the balance between light and dark) with its surroundings, the more it stands out.!

If you see more than ten areas of contrast, you could end up with a page that is drawing the eye in too many different directions, which means that it will not be able to focus on any one area.

NoticeabilityBoldness!

Color!

Use the same colors to tie together areas.!

Use contrasting colors to draw attention to specific features.!

Position!

Eye tracking research show that some areas of the page, such as the top-right corner, tend to be seen as low priority than others. Other areas, like the top-left of the main content area, are more focused on.

Noticeability

Space!

Increase line height!

Add extra vertical space betMween columns!

3-D effects!

Movements

Noticeability

Navigation

Tells you where you are!

Tells where else you can go!

Gives you a means to get there

Navigation

Imagery

Although graphics do not generally impact conversion as much as text content, the first imagery you notice when arriving on a new page is important for getability.!

Ensure that the first images people notice directly communicate the subject matter of the page.!

Showing a human face is an easy way to increase the attention pulling power of a page.

Imagery

Look and feelIf you are selling expensive hand-made shoes, the site should have muted colors, close-up photographs of the artisan’s skill, and an elegant old-world feel, giving a feel of timeless quality that embodies attention to detail.!

If you are selling cut-price shoes, perhaps a cheap-looking site is more appropriate. A page that uses primary colors, star flashes, and bold headlines in full caps would suggest the page has been put together in a hurry.