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 source/channel. This week we are going to look at designing a website to influence conversions.
Several best practices have emerged in this area including displaying a bold primary heading and subheading, providing lists of benefits and features and putting information requests (sign up forms) in visible locations.
Your objective influences the audience you will acquire, as your audience reacts to some design elements more than others. Using those elements aids us in getting that sought after conversion as we are able to craft not only web pages, but entire experiences that cater to the visitor.
In this series we are looking at website design to generate conversions. In the last article we talked about designing for source/channel. This week we are going to look at designing a website to influence conversions.
Designing for Conversion
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. To do this, you have to understand your visitor's motivation. The main thing is to provide easy access to information and push visitors toward action (sales, lead, click, etc.) using incentives, if necessary, to reduce anxiety and build up credibility with the visitor.Several best practices have emerged in this area including displaying a bold primary heading and subheading, providing lists of benefits and features and putting information requests (sign up forms) in visible locations.
Your objective influences the audience you will acquire, as your audience reacts to some design elements more than others. Using those elements aids us in getting that sought after conversion as we are able to craft not only web pages, but entire experiences that cater to the visitor.
