As with many aspects of marketing, effective website development is a combination of technology and creative design. Conversion, the point where a user becomes a paying customer, requires attention to not only the technology but also a combination of creative design attributes that guide a user to making a purchasing decision. Human behavioral studies have revealed that 75 percent of website users will make a value judgement about a brand’s credibility based on design, and 94 percent of first impressions about a marketer are made based on design-related factors.
To convert shoppers into paying customers, it is critical to invest wisely in website designers who are experienced in developing an effective design. An effective design will make consumers feel welcome and comfortable, motivate them to take action and present important information concisely.
Color can play a major role in establishing a site’s personality and increase click-through rates when call-to-action buttons are red or green. The use of video can increase conversion rates significantly, and keeping all things simple and easy to find outperforms complex and overly creative. A brand’s value proposition should be front and center. Forms and templates are best when short rather than long, and requests-for-information are most successful when less rather than more is requested. Less clutter and more white space results in less consumer stress. Quality content wins out over quantity.
A recent study conducted by The Harvard Review found that trustworthiness is the biggest motivator for customers to make a purchase. Users want to feel safe, comfortable and at ease. Straightforward and easy-to-navigate signs result in users having a more positive experience, making them more likely to complete a purchase.
Goran Paunovic of Community Voice and a Forbes Agency Council member says, “In my experience, uncovering the ideal design strategy for a company begins by understanding the deeper roots of a business — its founding vision, core beliefs, user personas, differentiating factors, company goals and problems solved, to name just a few. Designers, marketers and strategists working together can make these experiences seamless by considering the context of use and what differentiates the brand from its competition.”
“As the marketing landscape changes and consumer expectations evolve, it’s critical to remain ahead of design trends,” says Julie Gareleck, founder and CEO of Junction Creative Solutions (Junction). “Our team of experienced website professionals has designed for some of the most trusted and recognizable brands, delivering comprehensive sets of solutions to support our clients’ sales and marketing efforts. Junction has amassed a team of designers recognized as some of the top creative talent in the industry.”
To learn more about how Junction’s implementation team is as adept in building small digital projects as it is in fully-executed, customizable platforms, call 678.686.1125.