In digital marketing, few things matter as much as conversions. You can have an amazing product, killer customer service, and a great concept, but if customers aren’t buying, what you have to offer doesn’t really matter. When your site isn’t attracting a captive audience and you’re sure your web copy, social posts, and SEO techniques aren’t missing the mark, the problem may be your design.
As wonderful as it would be if your products and services could speak for themselves, this isn’t realistic. Most consumers make rapid conclusions when evaluating a purchase decision, and in many cases, your website design plays a huge role. 94% of determinations are made based on web design alone, and most snap judgments take as little as 50 milliseconds.
When your site is failing to attract the sales you need, a web design road block could be the culprit. Here’s where your website may be is falling flat.
A Faulty Starting Place
Where are your website visitors coming from? Are they finding you through social media, or heading to your site from Google? Are they reading your email blasts, or following links from banner ads? The answer is likely all of the above, but if you’re sending all visitors to the same place, you’re doing something wrong.
Landing pages are among the most valuable strategies in digital marketing, creating a platform through which customers are more likely to convert. On average, businesses see an increase in leads of 55% when moving from 10 to 15 landing pages, and those with 40 or more landing pages see 12 times more leads than those with 5 pages or less.
Instead of guiding visitors from all different sources and devices to one spot, put focus into diversifying. Through a practice known as traffic segmentation, you can craft multiple versions of pages specific to the origination points for all of your web traffic, providing key information that’s designed to make an impact.
Great web design means more than a pretty page. While there’s no arguing the value in appearance, functionality should receive equal attention in the layout of your website. A/B testing can often miss the mark here, so don’t be fooled by a positive outcome.
When visitors come to your site, they should be greeted with all of the options they need, and few of the options they don’t. Known as user-flow optimization, this approach streamlines the ways in which users access information. Rather than bombarding prospective customers with 30 or more places to click within the header and drop downs alone, focus on facilitating logical movement throughout your site. In fact, studies indicate that a reduced number of options can make conversions six times more likely.
In order to make an impact, hone in on the most important factors for conversion, like links to your store, and dedicate your design to drawing attention to them.
A Miniscule Reach
What if you’ve made changes to your landing pages and user flow, but clicks still aren’t coming?
If you’ve done everything else right, the issue may be in your reach. Instead of taking a look at the pages where conversions are supposed to be happening, take a step back and examine the preceding pages that are intended to provide guidance. In many cases, these internal CTAs are failing to function entirely. You may know that clicking on the dog graphic will take users to your pet food order form, but if that isn’t made completely clear to customers, they likely won’t know where to go next.
By focusing special attention on how to lead your customers in a clear, compelling way, you’re much more likely to see the click-throughs that are missing. Every page on your site needs to come with clear directional markers, ensuring your visitors can follow your road map quickly and clearly.
A successful marketing endeavor requires dedication in all areas, from quality content to web designs that work. If you need help making it from point A to point B, we’re here to assist. Contact RivalMind today to explore the best ways to bring your marketing methodologies up to par.