Imagine that you recently launched a new website but the increased conversions you hoped to make just haven’t materialised. You would quickly start to feel extremely deflated, right? So, let’s look at some of the potential reasons why a website might not be an effective conversion driver and what you can do to transform your site into the powerful digital asset it is supposed to be.
You haven’t identified your ideal audience
It is impossible to appeal to everyone, which is why you need to know who your audience members are and what they want to see from you. When working with a professional team, such as Testwing, a web design company in East London, it might be helpful to begin by constructing a series of buyer personas. This process will deliver valuable data that can be analysed to determine how to communicate effectively with the people you need to forge meaningful relationships with.
From this data, you will be able to create a website that your target audience find easy to navigate, informative and valuable. It is this level of personalisation that will help you to target leads and drive those all-important additional conversions.
You don’t have value proposition
The information you present to your visitors is extremely important and it’s not enough to simply relay your brand ethos and list some of your most impressive achievements. Although this information does have intrinsic value, you need to present everything in a way that is relevant to your audience.
Your value proposition should maintain a keen focus on the services and/or products you provide and explain how these offerings will alleviate or solve issues your prospective customers are experiencing. A great place to start is to think about how your business differs from your closest competitors. Whether you offer products at more competitive prices or deliver personalised services that will outperform everything else on the market, you need to shout about it.
You aren’t delivering an intuitive user experience (UX)
When you’re visiting a website, you don’t want to have to work to locate the specific pieces of information you’re looking for and neither does your audience. If you’re not sure where to start with your UX, working with an experienced web design company in East London, for example, will help you to craft a seamless UX built to effectively guide each visitor through your website in a highly logical way.
Beyond covering the basics, such as ensuring that your customer service team is easy to contact and that your product and/or service descriptions are clear and easy to read, a solid UX should also consider a variety of core design elements, including page layouts, colour schemes and fonts.
If you want to reach the right people and ensure that they keep coming back to your site for more, making the right web design choices is crucial.