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How to Develop a Conversion-Oriented Web Design?

by rebecca

So you have finally decided to improve the conversion rates of your website. But where do you start? A conversion-oriented web design is one that the user finds beneficial in their process towards conversion thus increasing conversions. This article is all about developing a conversion-oriented web design.


We know that statistics prove that conversion optimization will increase your revenue by an average of $21 for every $1 you invest. So conversion optimization is definitely worth your time and money.

Let’s go step by step through the process of developing a conversion-oriented web design to increase conversion rates.

Before you begin your conversion optimization task, think about what your customers want. Think about their behavior towards conversion thus analyze them. Analyze why your customers are not converting and the possible reasons behind it.

You also need to understand that conversion optimization is a never-ending process, thus you need constant evaluation and improvement of your conversion-oriented web design.

The reason conversion optimization is a never-ending process is that conversion optimization has different phases before the conversion occurs. The first stage is Awareness, where the user becomes aware of conversion thus enters your conversion funnel. The second stage is interesting, in which the user shows interest in conversion but has not taken any action towards conversion. The third stage is desire, during this stage, the users start to take actions towards conversion but stop short of it due to some obstacles. And finally, conversion takes place, conversion is the action towards conversion.

Stages to Develop a Conversion-Oriented Web Design

The conversion-oriented web design you are developing should cover all these stages of conversion thus increasing conversion rates. But before designing a conversion-oriented web design you need to understand the two theories related to conversion optimization i.e., Perceived Performance Theory and Elaboration Likelihood Model.

Perceived Performance Theory

Perceived Performance Theory gives us insight into conversion optimization i.e., the psychology of conversion optimization. Elaboration Likelihood Model tells us how to design conversion-oriented web designs that increase conversion rates thus reaching desired results with adaptation towards different types of potential customers.

Perceived performance theory divides human behavior into two groups, high and low-involvement. High-involvement behavior is conscious behavior, where the person carefully analyzes their choices before conversion. As opposed to low-involvement behavior which is impulsive and the person does not think much about conversion. Thus it is important that you design your conversion-oriented web design accordingly for each of these types of groups.

Elaboration Likelihood Model

The elaboration Likelihood Model gives us an insight into conversion optimization. The elaboration Likelihood Model states that there are two routes to persuasion; the central route and the peripheral route.

The central route is when you convince someone about your product or service with evidence, facts and testimonials thus convincing them via logic. Whereas the peripheral route persuades users without any evidence or facts i.e., by making the conversion look good, thus convincing them with impulsive emotions.

Both these routes work on different motives of people and hence conversion optimization is a never-ending process as conversion optimization has to be designed according to the motive of conversion of each individual person.

6 Points to Develop a Conversion-Oriented Web Design

Understand your audience

Before you design any web page, it’s important to have a good understanding of the people that will be visiting that page. You should know their needs and wants so that your website can meet those needs and give them what they are looking for

Focus on the user experience

Following up on step 1, focus on the user experience. What do your visitors want? How can you give it to them in the least complicated way possible?

Use relevant visuals

Visuals are very important when making a webpage successful. Not only will visuals help you convey information, but they also help hold visitor’s attention and increase their time on site

Make it easy to take action

When making a web page, think about what you want the visitor to do. Do you want them to buy something? Sign up for your newsletter? Fill out your contact form? Making this step simple will increase the likelihood that they will follow through with it

Test and optimize

Use A/B testing to figure out what works best. Also, website speed is important for user experience and Google rankings

Keep it updated

Last but not least, keep your site updated with relevant content and new visuals as often as possible

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