When it comes to increasing conversions on your website, it’s easy to fall for the notion that more is better. Throw in some unique features, incorporate a couple of plugins and use some unique visuals – that’ll do the trick. Well, not so fast. In reality, simple designs and minimalist UX tend to drive higher conversion rates.
When you look at some of the most successful companies of the last decade – such as Google and Apple – you’ll notice that they adopt very simple and intuitive approaches to design, marketing and UX. This isn’t random or by chance – they understand how minimalism impacts the mindsets of their customers.
“Simplifying things basically means you can reach a broader spectrum of audience,” internet media enthusiast Saurabh Tyagi says. “But there is more to it. Simplifying also means you are amplifying the meaning being conveyed. How?”
“The audience then uses its imagination to bridge the gaps with their own views and backgrounds. The audience is forced to see beyond the realms of superficial and absorb the real meaning.”
In other words, when you choose to say less with your design, you’re actually saying more. This is why minimalist web design is becoming increasingly mainstream and why you should consider a similar strategy moving forward.
Three Minimalist Tips for Increasing Conversions
If you’re unsure of where to start, don’t worry. We’ve provided a helpful list of tips and techniques that should allow you to get started (and enjoy a return on your investment) in very little time.
1. Use Negative Space
One of the keys to successful minimalist design is the use of negative space. Typically this negative space is white space, but it can be another solid color that goes well with the larger layout.
Negative space – as shown on this page from online jeweler Diamondere – creates separation and forces visitors to focus on specific elements.
In the Diamondere example, the user’s eye is automatically drawn towards the wedding rings with different gemstones. This obviously helps focus users and increases the chance that a customer will click on a specific product to find out more.
2. Integrate Concise Opt-In Forms
Opt-in forms are obviously very important in today’s web design landscape. Opt-in forms are how websites get subscribers, drive interest, advertise offers, and monetize subscribers. But you have to be careful with how you integrate the opt-in form into your site.
They key is to make them concise and easy to use. If you’re asking for multiple fields – including name, email, phone number, location, etc. – then you’re taking things too far. Most people will ignore anything longer than two fields.
This opt-in form from Death to the Stock Photo is the perfect example. It’s minimalist and concise (one field). As a result, there’s virtually no friction and visitors are more inclined to opt-in.
3. Limit Features and Elements
According to a study conducted by the Nielsen Norman Group on the modern characteristics of minimalism in web design, 87 percent of sampled interfaces actually restrict certain features and elements in order to produce a simple end design.
But it’s not easy to do this. “Designers who adopt a minimalist design strategy must consider each element in their interfaces and eliminate any that are not required to support the core functionality or message of the website,” says Kate Meyer of the Nielsen Norman Group.
In the context of this conversation, an “element” could be any individual unit of an interface, including menu items, links, images, graphics, lines, captions, textures, colors, fonts, and icons.
Maximize Your Site’s Conversions
While you may not become the next Google or Apple overnight, you can learn a few things from these powerful brands and leverage the lessons they impart. Simplicity is one such lesson. Start saying more with less by taking a minimalist approach.