by, Lesa Seibert, President, Xstreme Media
In this series we are looking at website design to generate conversions. In the last article we talked about designing for your target audience. This week we are going to look at designing a website for the channel your visitors arrive through.
For example, we know that visitors who arrived through a search engine were looking for something - information, content, product. Therefore, the website should provide more text-friendly pages for those visitors. We also know that users that are coming from social media may want more entertainment and quick information, so this opens the opportunity for video and graphics. In addition, we know that direct visitors are looking for trust and confidence, so having customer testimonials will be a plus for them.
Looking at your website and making sure there is something for everyone, no matter which source/channel they come through, will provide useful content to your visitors and in turn, more conversions, because when a visitor is comfortable, they are more likely to share information, make a purchase and tell friends.
Next week we will look at "Designing for Conversion" meaning looking at what was the source of your visitor and what type of content do they expect.
In this series we are looking at website design to generate conversions. In the last article we talked about designing for your target audience. This week we are going to look at designing a website for the channel your visitors arrive through.
Designing for Source/Channel
The main goal of web design is to influence a conversion. That can be in the form of an online purchase, a newsletter registration or a request for quote or information. This task can be very difficult, because there are so many sources/channels which your visitors can arrive through - search engine, link on another site, social media, or they typed in your url and came to your site. You need to look at your site analytics and see where the bulk of your visitors are coming from and make sure you have content that appeals to that type of visitor.For example, we know that visitors who arrived through a search engine were looking for something - information, content, product. Therefore, the website should provide more text-friendly pages for those visitors. We also know that users that are coming from social media may want more entertainment and quick information, so this opens the opportunity for video and graphics. In addition, we know that direct visitors are looking for trust and confidence, so having customer testimonials will be a plus for them.
Looking at your website and making sure there is something for everyone, no matter which source/channel they come through, will provide useful content to your visitors and in turn, more conversions, because when a visitor is comfortable, they are more likely to share information, make a purchase and tell friends.
Next week we will look at "Designing for Conversion" meaning looking at what was the source of your visitor and what type of content do they expect.
