3 Ways Web Design Massively Impacts CRO

Have you ever made a change to your site only to notice that moments later your conversion rates drop substantially? Was the change something minor? Perhaps you tweaked the color of an upgrade button, or you swapped out a font style? These seemingly minuscule alterations can have a massive impact on how people respond to your product. I should know. A few months ago, infographics company Venngage decided to change the color of the 'Upgrade' button from orange to green. Conversation rates dropped over 30% in 2 days. We immediately went back to orange and everything was fixed! We even got a minor increase in blog traffic. Why? Well apparently orange is an overtly clickable color, according to Unbounce.

Aside from adding orange to your new website color scheme, what other design changed can you make to boost your conversion rates to the next level? The following 3 methods highlight some simple solutions that you can act on right now.

1) One Call-to-Action

Including just one major call-to-action can be a lifesaver for your conversation rates. Many sites make the mistake of overwhelming their site's visitors with too many offers and actions, that instead of actually clicking one of them, they bounce from the site in search of something simpler. But by sticking to just one main button that converts users, you know they can't do anything else. They are far more likely to click the only button rather than struggle to decide between multiple options. Whirpool was able to boost their CRO by 42% by going from 4 CTAs to just 1.

2) Simple and Semi-Flat Design

According to The Next Web, the future of design is semi-flat. According to the author, semi-flat design is an approach to Web design rooted in practicality and necessity. The new need for semi-flat designs comes from prior issues with flat design. According to FastCoDesign, for many individuals navigating a website based in flat design, it can be very difficult to differentiate from what is text, and what is a link, or from what is an image and what is a button. Semi-flat design adds shadow and density to a page to make certain elements pop a little more.

Anthony Novikov CEO of Nova Solutions, one of the top online marketing and website design agencies in Miami predicts:

"Looks like those minor issues caused by flat design will be eliminated by the new trend of semi-flat design in the near future."

3) Speed

If a page takes too long to load, chances are people will get bored and move on. How many times have you exited from an app or a website because it was too slow? We all have. The speed of your site has a massive impact on where stay or bounce, convert or cancel. So what can you do to increase speed of your site? A lot of it comes down to image and file size and how complex the code is. Using a lot of fancy CSS and Javascript will force your site to work harder in order to load. If it's not necessary to include all the bells and whistles, limit the use of animations. If you use Wordpress to host your site, try to resize your images to smaller kbs. You can make use of a plugin like Lazy Load. It limits the images that load to the ones only visible on the user's viewport. This will stop images that the user cannot see from weighing down the loading process. If you are running your site on AWS, Datapath.io is a great tool to improve latency by 60%! The point is, there are lots of additional tools and plugins that can offer your site a quick fix while you try and figure out how to make long-term repairs.


Just because your conversion rates aren't where you want them to be, doesn't mean you need to pay an arm and a leg to fix the issue. In some case, the changes you need to make are very minor. Something as small as a single orange button can make a world of difference for you and your site.