Today's many web pages show a visually appealing presentation and use the latest design trends (typeface sizes, weight, alignment, etc.) along with animations and high-quality images of the products created by the companies that have established these web sites have all resulted in many websites looking very nice. They all look nice at first glance. 

‍

However, usually after viewing, customers leave and never return again; there is little to no touch or interaction with the company. This is actually the reason so many web pages are designed well but do not convert visitors to customers. 

‍

The primary difference between 'nice' and conversion-focused designs is that customers will not convert simply because a website looks nice; the reason customers convert is because the website makes them feel like they can trust it, is secure, and is relevant to what they want to purchase.

‍

Missing Piece 1: The Message Is Not Clear Enough on the First Screen

‍

The top of the first screen contains a lot of important activity most sites fail to make use of this important area by including generic statements such as "We create amazing experiences" or "Your partner in growth". While these are all good messages, they do not communicate what the visitor will find on the site.

‍

An effective website quickly communicates its main message. It identifies what the company offers in clearly written terms in one short statement. Additionally, it specifies who the products or services are for.

‍

Missing Piece 2: The Visitor Cannot See the Value, Only the Style

‍

Websites that look great with a lot of nice photos, oftentimes lack the other half of the equation: value. A good website only shows you how nice it looks, but does not help you understand why you should choose that site. 

‍

Value consists of what is different for the customer based on using your service or product. For example, if your company is a SaaS company, value may consist of saving time, reducing errors, or generating more revenue. 

‍

If your business provides a service, value may exist as faster delivery, higher quality, better strategy or fewer hassles. This way, a user can see how nice it looks, but will feel good about taking action after visiting the conversion page.

‍

Missing Piece 3: There Is No Trust Built Early Enough

‍

Many websites place their proof too late in the process for visitors, such as testimonials down in the footer and case studies hidden behind a menu. If there is no single item on a website that will instantly give a visitor the level of trust required to convert. 

‍

Still, many items contribute to trust: logos of clients, testimonials, monetary figures, certifications, easy-to-find contact info, and a human-shaped 'about page.'

‍

Additionally, an online business can gain trust by being open and honest with their website visitors. Hiding product/service pricing, processes, locations, or staff members, gives a sign to a visitor that you have something to hide and will not convert.

‍

‍

Missing Piece 4: The Website Does Not Guide the Visitor Step by Step

‍

A website that converts is more than just sections of the website; it’s about the sequence of those sections. Each section of the website should encourage progression in a way that allows visitors to progress from one phase to the next. If your sections are not in order, no matter how amazing the content, you will have difficulty converting visitors.

‍

The first thing the user sees is what the website is. The next thing the user sees is why the website is important. The third thing the user sees is how the website will meet their needs. The fourth thing the user sees is how the website can deliver on its promises. Finally, the last thing the user sees is that they need to take some sort of action. This is not an exact system.

‍

Missing Piece 5: Calls-to-Action Are Weak, Confusing, or Missing

‍

Many websites have buttons, but sometimes they aren't performing as intended. For example, buttons may have unclear labels, display too aggressive or prominent behavior or not appear again after the first instance (which might lead to confusion). Another common problem is having too many unique versions of a button that cause visitors to become disoriented and lead to indecision.

‍

Missing Piece 6: The Website Is Not Written for One Specific Audience

‍

A primary cause for why websites with "great design" do not produce conversions is because of their lack of clarity in identifying their target market and basically saying that they are for any large group of people by using general terms like "businesses of all sizes," or "providing solutions for every industry." 

‍

When making a purchase, users want to see that a business is interested in doing business with them and that their needs will be addressed; therefore, when they see such a general term, it gives them the feeling that a particular company and their needs do not match. 

‍

The point is that businesses can have multiple target markets, but their website needs to have focus. Most businesses have more than one target market, however, every page of your website must be dedicated to conveying one message, while at the same time accommodating multiple markets. 

‍

When a consumer feels that a certain website is meeting their needs, conversion rates will increase. This increase in conversion rates is not simply anything magical; it comes from the establishment of trust and elimination of doubt. This is the basis of web conversion design thinking.
‍

‍

How Do These 6 Pieces Work Together?

‍

Most people make changes to their website, such as changing colours, adding animations, and recreating layouts in order to achieve better conversion. However, usually conversion improves whenever the website is easier to understand, has higher levels of trust, has better direction, and is more focused on the audience. 

‍

These six missing pieces are related to one another. If you do not have a clear message, people won't stick around long enough to see your proof. If there is no trust, people will not click on the call to action. If there is no fluidity in the flow of the site, people will just scroll through without making a decision.

‍

Conclusion

A beautiful design is great, but in order to achieve positive results from your website, you need to have more than just a beautiful website. If your website is not converting visitors into customers, it's possible that you do not need a complete redesign of your existing site. 

‍

In many cases, it is simply adding a conversion layer to the beautiful website you currently have. The above items when addressed will make your website truly a conversion-based website versus just a pretty page. A converted website then becomes your business tool that makes sales every day of the week, including while you're sleeping.