How to Improve Multiple Product Options

Creating a website that converts visitors into customers is as much about design as it is about content. In this guide, I’ll share simple, actionable aesthetic tweaks to optimize your website for better conversion rates.

Being too uniform hurts conversion

One of the main issues I observed is the overuse of similarly sized and weighted text. When all elements on a page appear visually equal, it becomes hard for visitors to know where to focus. This creates confusion, as users can’t quickly identify calls to action (CTAs) or key information.

Key challenges:

• Overuse of the same font size and weight across sections.
• Inconsistent use of colors, like purple text in varying styles.
• Lack of clear visual hierarchy to direct user attention.

Establish a clear visual hierarchy

Improving the page’s conversion rate starts with creating structure and prioritizing visual elements. Here’s how to do it:

1. Differentiate Font Sizes and Weights:
   • Use larger, bold fonts for headlines to immediately grab attention.
   • Opt for smaller, lighter fonts for subtitles and supporting text to create contrast.
2. Focus on Bullet Points for Benefits:
   • Place key benefits in bullet points for scannability.
   • Make bullet points visually distinct by pairing them with icons or bold text.
3. Optimize CTAs:
   • Use all-caps and bold text for button labels to ensure they stand out.
   • Consider making buttons larger for easier visibility and interaction.

Structuring the Page for Better Flow

To guide visitors through the page and reduce decision fatigue, design elements should encourage scrolling and engagement.

Steps to refine structure:

• Reduce vertical space by grouping related content and avoiding unnecessary gaps.
• Add subtle background color variations between sections to visually separate content and reinforce focus.
• Highlight key CTAs by pairing them with contrasting backgrounds and clear labels.

Bonus Tip: Use Color Strategically

While adjusting fonts and layouts improves usability, colors can play a significant role in drawing attention. For example:

• Use a white background for informational sections and contrasting colors, like purple with white text, for CTAs.
• Create contrast between sections to naturally guide the eye down the page.

Small Changes, Big Results

By implementing these aesthetic tweaks, you can turn a cluttered page into a streamlined experience that drives conversions. Remember, the goal isn’t just to make your website look better—it’s to create a design that helps users understand your offerings and take action with confidence.

Ready to make your website work harder for you? Start experimenting with these simple changes today.