A reductive approach to your web design can do wonders for your site’s conversion rates. Here are a few proven ways to simplify a web design in order to improve its conversion rate performance, as well as its usability.

Simplifying Your Web Forms

Web forms are powerful; they are the means of getting the information you need from the users of your site.

However, getting people to fill out web forms can be very challenging as many of us are reluctant to give out even the most basic personal information.

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A study conducted by analytics expert Neil Patel found that taking away just one field in a web form boosted conversions on his site by 26%. Rather than having 4 fields on his forms, he cut it down to 3, which resulted in the appreciable increase in conversions.

Clearly, you neglect the length of your web forms at your own peril!

Having Fewer Calls-to-Action

Encouraging your site’s visitors to eventually follow through on your call to action is one of the most challenging aspects of web design. A super clear, easy-to-notice call to action is, therefore, your best friend.

In a study exploring the issue of abandoned e-commerce shopping carts, one of the key improvement strategies that was employed was a reduction in calls-to-action from 9 to just 3. During the test, it was found that they were able to increase their conversion rates by 11.4%, which basically meant less abandoned shopping carts.  According to the case study, the changes could spell $100,000 more revenue every year for the website tested.

For inspiration, Check out these landing pages with great calls to action.

Reducing Distracting Visuals By Using White Space Instead

White space can reinforce important elements in a web page. If you’re a business, that means your marketing content will stand out more because the site visitors’ eyes will focus on the more substantive elements. In other words, with fewer distractions for your site visitors to deal with, it will be easier to follow through on your call to action.

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A study on researching how white space affects reading comprehension on the web found that participants had better comprehension of information when surrounded by white space versus information surrounded by meaningless elements. White space, in this sense, improves usability and thus improves your chances of converting site visitors.

White space is sometimes mistakenly thought of as “nothing,” but it’s actually a valuable design component. Not only can it increase the aesthetic appeal of your web design, but it also forces your visitor’s eyes to track to your landing page’s most important elements.

Less is More

Less is more may be a cliché, but it’s a very effective way to boost your conversion rates.

Taking a reductive approach to your web design forces you to arrive at the simplest and most effective design.

By focusing on shorter web forms, ultra-clear calls to action and effective use of white space instead of meaningless visuals, you increase your chances of getting your visitors to convert into users.

Check out this article for more tips on improving your conversion rates.

Author:

Marc Schenker is a freelance writer, editor and blogger. He writes about web design, photography, and marketing. Check out his website to learn more about the author.