Most websites are products of a conversation that goes something like this;
“Have you seen competitor A’s website? We need to update our website.”
“How much will it cost?”
“All depends on whether we do it ourselves, or hire *** design firm.”
“Get a quote and we’ll see if we can fit it into the marketing budget.”
If you have read my book Million Dollar Websites you know that the way most businesses approach the website is outdated and upside down.
Conversion Should Drive Website Planning
Doesn’t matter whether you are selling widgets, accessories for widgets, insurance for widgets, trying to market to people who love widgets, or trying to close a business that makes widgets (like a competitor). The number one goal of any website must be conversion. An action is required from those who will visit your website in order for you to achieve your goals.
Yet, most website planning discussions begin with design and budget. The process driven largely by the web industry over the past decade is now outdated and does not serve the serious requirements of businesses and brands that rely upon the website to generate revenue or build a sustainable business model.
Design Should Solve a Problem
By definition, design is meant to be a solution to a problem. I began my career as a commercial artist and graphic designer, so I view design as a means of purposeful communication, not just aesthetics. An architect, interior designer, city planner, or fashion designer is charged with the same – to create a solution that will solve problem to the satisfaction of the customer(s). You can’t decorate a house until you’ve built it. You cannot build a city until the infrastructure is in place. And, you cannot accessorize until you have the clothing.
Conversion is the Life Blood of a Business Website
Conversion is the primary measurement by which we can seriously measure and quantify the performance of a website. Conversion validates the existence of a website as a direct influence (hopefully positive) on the bottom line. So, why do most conversations begin with website design? And, why does budget drive the decision, rather than serious business planning? Design should be used to facilitate the primary reason the brand or business is investing in the website.
5 Reasons Conversion Trumps Website Design in the Planning Process
- If visitors love the design of your website but fail to become customers, the design has failed.
- Design without purpose is simply aesthetic – good for artists, bad for businesses.
- Winning hearts and minds with good design should naturally translate to conversion.
- Conversion can be measured to calculate cost of customer acquisition and ROI.
- Design is just one of many website factors that will influence conversion and overall success of the website.
Do you measure conversion?
Is conversion a goal that drives the website planning process, or is it an after thought?
I hope this little reminder has your wheels turning!