How Web Design Affects Marketing Efforts
Whether or not you admit it, web design definitely affects marketing. A lot of sites in the Internet will tell you that a well-built web site will make your business grow at a very fast rate. The increased traffic to your site will mean better customer engagement and could turn into more conversion. An improved user experience will increase brand awareness and repeat visits.
In fact, companies spend thousands upon thousands of dollars each year just to make their web sites attractive. They even go to the extent of doing research on the possible approaches on presenting their sites. Businesses now see their sites as their virtual business card where they can leave a lasting impression to potential clients that may lead to more sales.
If marketing is the activity which involves promotion of the brand of a product or service then web design is crucial for the online presence. One must understand that a web site is maintained because people tend to get more information about your offerings online. Your potential customers can become aware about your products through traditional advertising but it is your online presence that will give that follow through. The follow through is crucial in maintaining the interest of the customer to patronize your products.
A lot of businesses make the mistake that an online presence only entails generating traffic to the website. This is a very artificial metric that does not do any good for your marketing activity. If you are not generating enough sales that is commensurate to the traffic your website is getting; then your marketing activity is a failure. The busy traffic is not translated effectively into a lead which will become a prospect with the hope that it will be converted into a sale.
The usability of your site also affects your marketing efforts. You can’t just figure out the usability of your site. You need the input of the visitors to know if your page is usable. The more usable your site is the better you can retain the visitors. If you have invested heavily in driving traffic; it is time to keep the visitors stay and sample what you have to offer. Usability is generally tied with your primary objective of having a website. A good and useable web site will never let the customer think about what to do next. The designer should be able to anticipate what the customer wants to do. A lot of potential sales could have been saved if only the web site is able to point the customer to where he should go next.
Ease of use is the most important factor that will make users stay a little longer. A web site that can retain customers is a distinct advantage that you can have over the competition because it convinces the customer to use your products and services because he will no longer look anywhere else.
Remember this – the customer must be able to find what the product is for so they can buy it. It makes sense if you think about it. Sometimes, design is too detailed that the designers forgot to focus on the bare essentials. Before you put in the whole nine yards on your web site design; ask yourself, can the customer find his way around the maze you have built? The metric for successfully converting sales is not the number of hits but the duration of a user’s visit.
As a general rule, improvements in web site design may improve your sales. However, the design must be aligned to your goals in increasing interest and sales. You will eventually learn how to improve the aesthetics and the usability of the web site once you get much feedback from users.