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Is it really that time again to spring clean your business website?

I think you may agree with me when I say it’s hard to face spring cleaning your business website ( even though you’re acutely aware that it’s in real need of refreshment).

Once your site has been designed and launched it can feel like finished business.

It turns out that delighting your visitors, holding their attention and stopping them from bouncing off too soon requires a strategy of ever-evolving refinement.

In today’s post will you learn 5 actionable ways to rapidly update your site to optimize for increased conversations.


1. Revaluate your use of typography

Is your body font readable to your audience?

The role of fonts and typography in conversion rate optimization often overlooked.

Sometimes the simple act of increasing font, line height, and letter spacing can have a dramatic effect on reducing bounce rates.

Bookmark websites that dazzle you.

Hack their font choice using the Google Chrome DevTools to preview possibilities of size and style of your own site until you will the perfect update.

Check out this example from the PO-Life website and see the positive impact on the readability of changing from Google font ‘ Montserrat ‘ at 13px to ‘Lato’ at 17px.

small text sample Large text sample

Is your current font style indicative of the business values you wish to impart?

A swift font change, implemented globally on your website can have a profound impact on audience perception. This infographic from Crazy Egg’s blog beautifully illustrates this point.

typography infographic
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2. Don’t be afraid to clear out the clutter

Do you really need that outdated looking weather widget?

Are those social sharing buttons making your navigation area too crowded?

Where conversion rate optimization is concerned, less really is more.

Let’s examine this example from Claire Creative’s homepage to see what I am talking about.

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  1. Clear, short-worded navigation in a slightly muted shade of grey.
  2. Strait into a focused headline question.
  3. An economically written further proposition question, followed by a call to action.
  4. A large call to action button in a contrasting & emotive color ( The eye seem naturally funneled down to look at it).

As you can see, all the visual on display are minimal in volume and are highly focused.

Empty space is plentiful.

As the navigation is unobtrusive, the attention ratio is 1:1 and almost landing page like.

The goal is singular and unified, click the call to action.

3. Give your website the 5-second test (+ act on the results)

website spring clean

The first 5 seconds of any visit to your site, is your window to impress.

A 5-second test is a form of usability testing that allows the website owner to determine if their intended message is being effectively translated to their audience.

Naturally being highly familiar with your brand can sometimes be a block in seeing what those unfamiliar with it are really taking away.

Within the first 5 seconds of any website visit, it is critical that you accurately communicate a sense of the following:

  • Who are you
  • What businesses or service you are offering
  • What is the benefit to the visitor

Try an enlist someone unacquainted with your brand to examine your homepage as it first loads in the browser (without scrolling down) for five seconds.

Afterward, ask them to note down which elements captured their attention the most ( company logo, headline, banner image or call to action) along with those three critical questions. You may be surprised by the results.

The analysis should make opportunities for optimization apparent.

  • Was your logo effective in communicating who you are?
  • Was your value proposition easy to understand?
  • Did your headline cut through the clutter?

4. Test your website on mobile and tablet

responsive design

As an increasing section of web traffic originates from mobile users, it’s super important to double check to see how your website is rendered on mobile devices.

When I was starting out, I had quite a shock to be alerted that my beautiful new site, full of modern design features, was a mess when accessed on mobile devices and made little sense! Ignorance is bliss.

The premiere question to ask is:

Ask your web designer and/or check with your theme or platform.

If the answer is no, it’s imperative to get your website adapted or upgraded to a responsive theme.

If your website is designed for seamless access across all device sizes, give it an in-depth test. Watch out for the following:

  • Logo’s impact lost in size reduction
  • Inactive or non-responsive navigation
  • Skewed or incorrectly sized text
  • Page elements like buttons floating in strange locations
  • Forms and sign up fields difficult to use

Conclusion

I hope that you have found this small article valuable and insightful. If this process of updating your site seems too tricky, I am very happy to help with redesign and optimization.