For most modern businesses, their website is just one part of a large and complex branding strategy, albeit the part that is likely to be seen the most often. Designing a website that converts is something that takes skill in a lot of areas. Sometimes, the nicest looking websites are not the ones that convert the best.
There are a lot of different skills that go into building a functional website. The back-end coders work with the designers to create a functional website, while SEO experts help to ensure the website ranks well, and conversion rate optimization experts focus on ensuring that the website achieves its end goal. While designers and CROs both have an influence over how the site looks, there is a big difference between CRO and design.
What Makes Websites Convert?
Conversion rate optimization involves making small changes to your existing design idea – for example rephrasing a call to action, moving a banner higher up a page, or swapping one header image for another. It is these small changes – which are guided by hard data gathered from A/B testing – that will determine whether your website is going to perform well in the wider world. When you have finished with your first round of CRO you should have a website which makes it abundantly clear what you want your users to be doing, and that makes it easy for them to do it.
Your website should also be responsive. In fact, if you have an existing website design that was created in the days before mobile websites were commonplace then you may have noticed a fall-off in your website traffic recently, as Google has started to penalize websites that are not mobile friendly.
Responsive website designs look good on mobile, desktop and tablet devices. This is something that is a must-have, given that in 2014 mobile web usage exceeded desktop web usage for the first time. More and more people are opting to use their mobile phones for things like shopping and product research. If you want to reach the biggest possible audience you will make sure that your website caters to those users and offers them a simple and convenient experience.
Investing in Success
If you are targeting a local audience, it makes sense to work with a company that has a good knowledge of the area. For example, the Route22 Caterham web designers will be able to offer local SEO and better targeting, as a Caterham web design company, than a similar service based in Scotland. While both companies may be equally skilled from a technical point of view, it is important that you do not underestimate the importance of local knowledge.
Your website should reflect your brand in every way possible, but it should also offer a smooth and intuitive experience for the end user. Don’t be afraid to give detailed feedback to your web designer, but listen to what they have to say about the user interface, navigation, and CRO. Together you can create something that represents your brand well, and encourages your visitors to engage with your brand.
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