Site Architecture and Conversion

From A/B tests to keywords to call-to-actions: classic SEO tricks are at the top of every company’s to-do list. The optimization of the site design, however, is rarely one of them. A sophisticated architecture is the best strategy to increase the conversion rate. We show you how design and conversion rate optimization are related and why it is the best way to make more income from an existing website.

1: Good design creates benefits

SEO and Design

The webdesign should let users find what they are looking for. To do this, it must take users by the hand from the start of a website visit and guide them to their destination in just a few clicks. In practice, this means in simplified terms: from the start page, the page architecture leads users to an upper category, then to a subcategory and finally to the product they are looking for. If the page structure does not follow a clear and logical structure, users jump off – and thus drop the conversion rate. In other words, an intelligent page makes sense and can be used – and thus creates a benefit for the user. In order to determine the ideal benefit, website operators have to investigate the behaviour of the users on their site. They can ask themselves questions such as:

  • How do users navigate on the site?
  • Do users find their way directly to the desired product?
  • Where can they save individual steps/clicks?

2: It awakens positive emotions

In addition to the benefits, a well thought-out layout should be pleasant to use, so that it arouses positive emotions. In this way it leads users – driven by a dynamic – to the conclusion of a purchase.

The cornerstone for a pleasant surfing experience is the responsive optimization of the site for all end devices. Users should find a site layout on both the desktop and the mobile that allows them to navigate with pleasure. If they do not find an optimized page on one of the end devices, the design loses its positive momentum – and thus ensures a lower conversion rate. In terms of content, storytelling, for example, is a possible means of creating a positive momentum. Correctly structured and told, Storytelling creates a thrilling surfing experience. The ideal architecture is not only informative, but at the same time interactive and sometimes entertaining.

3: It shows its value in every place

A good website is credible and of high value. An intelligent page structure therefore takes users by the hand not only on the start page. It takes them by the hand where they first land on the website. This can be the start page, a landing page, the page of an upper category or a subcategory as well as a product page. A good page design shows users directly where they are and how to get from there to the desired destination. This in turn has a direct impact on the number of purchases. If users always know exactly how to find the product they are looking for, the conversion rate benefits.

In order for a website to have this high value at every level, site operators must design a clear content architecture that provides orientation. To do this, they should create individual content silos that follow a coherent logic. This makes a page easy to understand and useful – and therefore particularly valuable for users.