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5 Ways Graphic Design and Usability Testing Can Improve Your Conversion Rates

Posted: November 16th, 2020 | Author: | Filed under: Articles, Design | No Comments »

Customers, whether they visit your website or step in your store, turn away to competitors when they don’t find the information they are looking for. 

That’s where the concept of conversion rate optimization of your website and physical marketing comes into the picture. Bringing visitors to your brand is one side of the coin but converting them to customers is another side. 

Source With companies spending only $1 on conversion rate optimization for every $92 on customer acquisition, it’s clear that preference is given to bringing traffic over converting the traffic to customers.

Creating intriguing landing pages, leaflets, pamphlets, and presentations impresses the customer, making you look professional and memorable. To strike a balance between the conversion rate and optimization, you need to develop a design that sells.

5 Ways Graphic Design Can Improve Your Conversion Rates

We’ll walk you through five ways of improving your physical marketing and website conversion rates.

For physical marketing

  1. Create flyers and posters with selling capabilities

The best flyer marketing starts with the way you present the offer visually to the target audience. A strong flyer or poster design is one that is beautiful, thought-provoking, and memorable. As your customers can touch and feel a handout, it creates a lasting connection with the customers, resulting in higher conversion rates. 

Steps of creating a flyer and poster

  • Use software like Piktochart’s presentation maker to create professionally and aesthetically looking posters with brilliant colors, the right font style, and size.
  • Focus on the benefits you offer in the poster. Use powerful words such as ‘free,’ ‘save,’ ‘discount’ and guarantee to keep the customers interested.
  • Keep the content simple by using bullet points and catchy titles.
  • Use images that lift your flyer or poster.
  • Finally, remember you’re selling and not telling. So, close it with a call-to-action. It could be a prompt for the customer to purchase, participate, or register.


With 48% of customers responding to flyer advertisements creating a beautifully designed flyer that sells is imperative for businesses looking to build their customer base.

2. Create memorable business cards

Surprisingly, a little card can make a massive difference in the conversion rates.

For companies small and big, these little cards are handed to potential clients, left on the windshield of cars, pinned to a board at a coffee shop, slipped into magazines or books at a store, or left in shops relevant to your business. A business card provides incredible marketing value. 


According to data, 72% of people judge a company based on their business card’s quality, and 39% of people prefer to ignore businesses with a cheap looking card. And, with sales increasing by 2.5% for every 2000 business cards handed out – you’re missing out a lot if you ignore an aesthetically designed and eye-catching business card. 

For websites

3. Use the right colors

Of all the visuals cues, color is probably the one that differentiates a successful brand from an unsuccessful one. What color comes to your mind when thinking about Airbus

Blue, right?

Visit their website, and you will see the brand using shades of blue in their web and graphic design to relate with the customers. In the above picture, the designer presents a contrast between text and background colors. It ensures the legibility of the text, which is essential for conveying a business message. 

Performable increased their conversion rates by 21% on changing the CTA button from green to red. 

Apart from improving readability, using the correct contrast psychology helps you create an emotional impact with the customer. In website design, follow the 60-30-10 design rule for increasing conversions. It’s a scheme of using colors to create the maximum effect. 

60% – dominate hue, 

30% – secondary color

10% – accent color

This helps in striking a balance allowing the eyes to move from one focal point to another effortlessly. 

Using too many colors is one of the most common graphic design mistakes. It’s more like trying to convey a million emotions on a single webpage. Therefore, before choosing the color on your website, study your target audience because men and women like and dislike specific colors. Many colors have opposite effects in different parts of the world. White is considered positive in western culture, but it’s an indication of sadness in the Asian region.

Rely on the power of usability testing to gather information about the customers and make an informed decision.  

4. Use direction cues toward your CTA.

Visual cues are a part of graphic design that draws attention to the critical areas on the website. It helps the website visitor to interact with the brand. 

Here’s a great example of a visual cue from Google’s marketing platform. These people are talking to each other. Just near to their hands is the CTA to talk to the sales team of their marketing platform. 

The way they’re seated makes your eye look towards the bottom of the page to the CTA. 

From the above example, it’s clear that visual or directional cues help direct a person’s attention to a particular area for increasing the conversion. Instead of searching the entire webpage, the visual cues narrow the scanning space of the visitors. The visitors know where to click to get more information. 

According to research, there are two types of visual cues in graphic design, which drives maximum customer attention, and they are:

  • A human-looking at the CTA or the form
  • A hand-drawn arrow pointing towards the CTA or the form

Human beings are naturally inclined to follow traditional cues like eye-gazes, arrows, and more as it helps figure out the next step. Whether it’s a signup form, CTA button, or a social media share, visual cues have come a long way to help the website increase their conversion rates.


Finally, focus on performing usability testing to understand the directional cue resulting in maximum clicks on the CTA. 

5. Religiously follow the 8-second design rule

Websites have just 8-seconds to grab the visitor’s attention. With such a small window of opportunity, make every millisecond count. From using action words to making large CTA buttons, leave no stone unturned in creating a positive first impression through your design. 

Focus on including eye-catching images, interactive content, or information videos for winning their attention. You can even use animated exit-popups to re-engage a customer who loses interest. 

The few seconds of customer interaction are crucial for boosting sales and conversion rates.  


Graphic design is not bread and butter, and getting it right in an uphill battle as it differentiates a successful business from an unsuccessful one. 

According to Adobe, 66% of time-starved and skeptical customers crave content that is beautifully designed. Such is the power of design. 

Whether it’s infographics, web design, leaflets, presentation, flyers, landing pages, or posters, the need for the hour is creating a design that resonates with the customers. 

Using these five graphic design principles, you can give a massive boost to both your physical marketing and website conversion rates. 

After implementing these principles use usability testing to test actual customer behavior and validate against your instincts. It helps in understanding what’s visually attractive and what’s not.

Try and test to increase the conversion rate exponentially. 

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