In today’s era of internet marketing and cutthroat digital competition, search engine optimization (SEO) is a common term and practice that is religiously followed by the website owners to improve the conversion rates.  Nobody wants to invest their time and money on a website that does not meet their purpose.

Research data shows that on an average, more than 90% of the websites suffer from a lower conversion rate issue. And out of this 90% plus website owners, only 85% of them plan to focus on the implementation of a proper Conversion rate optimization.

The advantages that you get through conversion rate optimization are:

  • A considerable reduction in customer acquisition costs
  • The dynamic increase in revenue per visitor
  • Generation of more number of leads
  • Increased revenue.

In short, your website should be highly capable of retaining potential customers who come in as site visitors.

So, are you still struggling to retain most of your customers even after enforcing a highly effective SEO strategy?

In this article, we will be taking you through the second most influential factor that affects the conversion rate of your website. Studies show that on an average, the updated design of your website can increase the conversion rate of by 33%.

Key Web Designing Principles

In order to achieve a proper conversion rate on your website, the following are the key web designing principles that need to be followed while deciding on the overall site design:

  • Putting Hick’s law into practice
  • Increasing the responsiveness of the website
  • Placement of the contents
  • Using faces on your website
  1. Putting Hick’s law into practice

Named after the world-famous psychologist William Edmund Hick, Hick’s law implies that the total amount of time consumed by an individual to make a decision is directly proportional to the number of choices that he/she has with them.

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When applying the Hick’s law to overall website design, the prime things to be taken care of are:

  • Always keep a reduced number of options on the website.
  • Ensure to have the headlines skimmed to make the users convenient about deciding on the blog post that they need to read.
  • Keeping minimal options to decide on various factors such as the lead magnet’s download, sharing of your post on social media or leaving feedback.

In short, it is always important for you to limit your user’s choices so that the usability aspect of the website looks more highlighted and the conversion rates will be improved massively.

  1. Increasing the responsiveness of the website

Long gone are those days when people used to access the websites only from laptops or PCs. A recent report published in 2017 revealed the mind-boggling global web traffic share of 52.64%.

This data reflects the importance of the responsiveness of your website. If your website is not responsive enough, you are going to lose a huge amount of customers.

Imagine using a website designed for PC, on the small screen of your mobile. You will have to zoom in to read the contents, access the ultra-small and minutely placed scroll bar to navigate and even make use of the magnifier to type in any inputs. The sluggishness of the overall website ultimately leads to unhappy user experience.

Hence, designing your website in a responsive way allows it to auto-adjust according to the phone’s screen size, thereby maintaining a comparatively better level of smooth user interface and experience.

  1. Placement of the contents

The location of the contents on your website is another important factor that decides the conversion rate. And what’s the best way to decide the placement of the contents?  Apply The Rule of Thirds.

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The Rule of Thirds is an application principle used in photography. According to this rule, the entire image is supposed to be visually divided into thirds (both horizontally and vertically).

Applying this rule to the website makes it look somewhat like this :

The four middle intersections are considered as the vital places of visual interest. It creates the most impactful image or design when the subject is placed at these intersection points.

So, while designing your website, the most important elements of the page can be placed at these intersections to boost your site’s conversions.

  1. Using faces on your website

Humans are filled with empathy. They are social animals with emotional attachments. And the use of faces on your website is bound to garner the user’s attention as these faces convey emotions. Humans generally empathize with the faces that they see on a website and if any of these faces happen to depict any kind of emotion, the chances are more for the consumers to make a connection with the website.

However, it should be always kept in mind to ensure that these faces represent your brand and the type of services that you offer. Also, it is best advised to refrain from using stock photos.


Now that you are aware of these above-mentioned key Web Designing Principles, that will help you improve your conversion rates, you should definitely put them to practical use by re-editing your existing design concepts.  There are also a few other factors that influence your conversion rates, such as the presence of a lot of navigation links, the absence of negative space, the way colours are being used etc. You should also take care of these minute factors also, in order to ensure a healthy website functionality with optimum conversion rates.

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Image by 愚木混株 Cdd20 from Pixabay AroraWeb DesignIn today's era of internet marketing and cutthroat digital competition, search engine optimization (SEO) is a common term and practice that is religiously followed by the website owners to improve the conversion rates.  Nobody wants to invest their time and money on a website that does not meet their...Vikas AroraVikas Aroravikas.hony1@gmail.comAdministratorVikas Arora is a search marketing expert and SEO strategist for JanBask Digital Design. Vikas has been practicing SEO for five years and has built a track record of getting websites ranked in the top in even the most competitive environment.THE SEO INKSEO Blogs