From Scroll to Sale: Optimizing Your Website Design for Conversions

According to a Stanford report, 75% of consumers judge a brand’s credibility based on its web design. In an industry as topical and aesthetic-driven as wellness, making a strong first impression is key to winning over wide-eyed consumers.

But while credibility and social approval are still crucial for surviving the competitive global wellness market, converting that interest into sales is even more important for the success of your brand.

Getting people to stop scrolling through your website and actually become motivated to click “purchase” or “subscribe” is the first prize. The more random internet scrollers you can convert into loyal consumers, the bigger and more profitable your brand will become.

So, how can you leverage the power of beautiful website design to reel customers in and encourage them to take action with your products? Here are our conversion-focused website design tips to help give your brand the edge.

6 Ways To Optimize Your Wellness Website Design For Increased Conversions

There’s a strong connection between website quality and conversion rates. Conversions relate to any act a person might take that converts them from random consumers to loyal customers – and finding ways to increase that rate is the key to unlocking a wider, more devoted audience.

Optimizing your website design for increased conversions involves making it fluid, easy to use, visually attractive, and in alignment with current SEO and marketing trends.

But website optimization is also about the subtle details and nuances of a consumer’s personal experience on your site. How can you set it up in such a way that a sale or subscription feels utterly destined for every consumer? Let’s take a look.

1. Understand and define your site’s goals

Before you jump headfirst into Gestalt principles and UX theory (which are both well worth looking into, FYI), it’s important to understand what your brand is trying to achieve through its website.

What are the ultimate goals of your website? What type of conversion is most valuable to you as a wellness business? Defining clear answers to these questions is the first step towards understanding what actions you can actually take towards a more optimized website.

2. Increase loading speeds

Site speed optimization has a dramatic effect on brand credibility and conversion rates.

The slower your site is, the faster your consumer’s interest will wane, making a speedy layout one of the most crucial elements of a conversion-driven website. There are a variety of ways to optimize the loading speed of your site, but some of the best ones include:

• Enable browser caching
• Use performance-focused website hosting software
• Minimize redirects
• Use a Content Delivery Network (CDN)
• Simplify your website layout

The more product photos, forms, features, and coding set-ups are involved in the design of your website, the more likely it is to have a slow loading speed. Let go of dead digital weight and make your website experience as efficient as possible for consumers to access.

3. Build familiarity and trust with faces

Humans are hard-wired to gravitate towards things they recognize, and there are few things we recognize more than a face. Adding images of real people’s smiling faces to your web design can help consumers identify more with your brand, leading to increased sales and conversions.

Using real people is also an excellent way to create a brand identity for your wellness business. You can select images of the people that represent your brand best and give your website real personality. This will create a sense of trust and fellowship with browsing consumers as they’ll see themselves in the faces on your site.

4. Be meaningful in your use of color

Color psychology plays a huge role in branding and website design. Choose a limited color palette that reflects the identity and aspirations of your brand so that consumers in your target audience can connect with them in a more natural and decisive way.

Many wellness brands incorporate more neutral, natural hues such as green, brown, white, blue, and gray to signify trust and good health. These colors also draw the mind to organic products, the elements, and a sense of safety or union with the natural world.

Use color wisely when creating your website design. Keep things consistent, and consider how the colors you incorporate may play into consumers’ emotions or motivations in response to your brand.

5. Use testimonials to drive credibility

Honest, positive testimonials and reviews are some of the most powerful tools any brand can use to enhance conversion rates. Studies show that consumers trust each other’s opinions significantly more than they trust the opinions of corporations. At the end of the day, can we blame them?

Truthful reviews from fellow consumers can optimize your site’s layout for conversions by showing them that others have walked this path before and liked it. For some consumers, seeing positive testimonials ( or even critical but fair ones!) can mean the difference between adding something to their cart or exiting the page completely.

6. It’s all about balance

Whether you’re designing a product portfolio or an e-commerce portal, balance is crucial for every website’s layout and usability. Your website should have visual cohesion and a navigational flow that makes it easy for consumers to find your conversion points.

When looking at the map and overall impression of your website, does it feel cluttered? Empty? Lopsided? Optimize your website for more sales, conversions, and general traffic by focusing on site pathways and an even distribution of quality content.

Final Thoughts

Producing a website that is equal parts aesthetically-pleasing and functional is paramount for any wellness business with big dreams.

By simultaneously meeting consumers’ needs for impressive visual appeal and a layout that intuitively guides them towards a sale or subscription, you can optimize your wellness brand’s website design to new heights.

Use these tips to sharpen your website navigation, enhance usability, and attract a consistent stream of customers from all over the internet. With a strong website design, you can increase conversion rates and have more happy, healthy customers.