Get More Conversions

Once you’ve determined a page’s primary objective, use clear Web design, such as a distinctive color, size, shape and position, to emphasize that goal.

Takeaway tip: Rather than increase the emphasis on the important, de-emphasize the less important. A page’s primary objective needn’t be marked up with garish red or (yikes!) blink tags. Instead, select a softer color palette for the entire site, and reserve strong primary colors for the key action you want visitors to take. Surrounding the key element with additional white space also increases its emphasis.