TLDR: Great website design isn’t just about looks, every visual and functional choice affects user behaviour and conversions. At Modo25, we’ve seen design tweaks deliver big results, like a 23% conversion uplift for a sports brand after refining button hierarchy and checkout layout. Design can drive conversion rate optimisation (CRO) and changes can boost your site’s performance.
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What is conversion rate optimisation (CRO)?
Conversion Rate Optimisation (CRO) is the process of improving your website’s ability to turn visitors into customers, leads, or subscribers. It’s a blend of data analysis, psychology, and design, aimed at removing friction and encouraging users to take action.
At its core, CRO isn’t guesswork. It’s a data-led approach that relies on testing tools like Webtrends Optimise, Hotjar, and GA4 to identify what works best for your audience. By analysing heatmaps, session recordings, and conversion funnels, businesses can make informed design decisions that deliver measurable impact. The key is balance, between aesthetics, usability, and the psychological drivers that influence behaviour. A website can be visually stunning, but if users can’t find what they need or don’t trust the experience, conversions will drop.
Why design matters in CRO
Your website’s design has a direct impact on how users perceive your brand and whether they decide to convert. Research shows that small visual changes, like CTA colour or layout restructure, can drive measurable improvements.
At Modo25, we’ve seen this in practice. For example, an established sports brand increased checkouts by 18% simply by adjusting the visual layout of their product pages. Design shapes trust, guides attention, and reduces friction. In short, it helps users feel confident enough to take the next step.
Key website design changes that can boost conversions
Button colour and contrast
CTAs are one of the most influential design elements on a page. High-contrast colours and clear hierarchy draw users’ eyes to the desired action. For example, changing a CTA button colour improved conversions by 22% for a leading eCommerce retailer.
Interestingly, one colour won on desktop, whilst another worked best on mobile. Ensuring both are still on brand, this shift against CTA consistency proved to be financially the way forward.
Our Senior Creative Designer recommends always validating changes through A/B testing to confirm what works best for your audience.
Simplified navigation
When it comes to navigation, less is more. Reducing the number of clicks between entry and purchase removes friction and keeps users engaged. Clear, consistent menus and intuitive pathways help users find what they need faster, in turn increasing conversion opportunities. If there are added complexities, this can lead to confusion and ultimately loss of sales.
Visual hierarchy and spacing
Effective CRO design uses visual hierarchy to guide the user journey. White space, typography, and spacing all play a role in helping key actions stand out. Tools like Figma or Adobe XD make it easy to prototype and test layouts before implementation.
A clean, uncluttered interface keeps attention where it matters, on your conversion goals.
Optimised forms
Long or complex forms are a common conversion killer. Simplify wherever possible.
- Only ask for essential information.
- Use auto-fill to speed up completion.
- Optimise for mobile users with large, tappable inputs.
- Make the end goal seem achievable with added signposting to help with fatigue and form drop off.
Even a single field removed can boost completion rates significantly.
Messaging and microcopy
Words matter just as much as visuals. Microcopy, the small bits of text on buttons or forms, can influence user emotion and action. For example, “Get Started” feels more inviting and low-pressure than “Buy Now,” which can seem transactional. Testing different tones and phrases can help identify what best resonates with a specific audience.
Consistent branding and trust signals
Design consistency builds credibility. Colours, logos, and typography should align across your site. Reinforce trust with visible security badges, testimonials, and reviews, especially near checkout or form submissions.
These elements reassure users that your brand is reliable, secure, and worth their investment.
Page speed and performance
Even the best design can fail if it loads slowly. Site speed directly affects conversions and user satisfaction. Optimising images, leveraging browser caching, and using a reliable hosting setup can make a major difference. Learn more in our guide on How to Improve Your Page Speed Optimisation.
Mobile-friendly design
With mobile traffic now accounting for a bigger percentage of web visits for many brands, responsive design is non-negotiable. A mobile-first layout ensures CTAs are easily tappable, text is readable, and checkout flows are streamlined. Discover more in our article, How to optimise your website for mobile.
Data-driven design – The testing process
Effective CRO relies on testing, not assumptions. The most successful strategies follow a structured, data-driven cycle:
Data → Hypothesis → Test → Learn → Iterate.
A/B testing tools like Webtrends Optimise or VWO help you test single elements, such as headlines, layouts, or colours, to identify what truly impacts conversions. Heatmaps and session recordings provide qualitative insight into how users interact with your design. At Modo25, we use these insights to inform ongoing website conversion optimisation, ensuring every design change is backed by real evidence.
Final thoughts
Small design changes can lead to big performance gains. From button colour to navigation flow, every element influences how users interact with your brand.
To improve your website’s conversion rate:
- Focus on usability and clarity.
- Test each design change before rolling it out.
- Keep refining, CRO is a continuous process, not a one-time project.
Ready to take your conversion rates to the next level? Explore our CRO services or get in touch with the Modo25 team to start optimising your site today.
