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We’re well past the question of asking whether mobile design and marketing is important. According to comScore, mobile web users surpassed desktop back in 2014.
It’s now a question of understanding how our mobile audiences behave, what are they looking for and how to present that information to them in a way that is easy to use, aesthetically pleasing and moves them down the decision making process.
Some agencies tout the ‘mobile first’ design philosophy but that’s a flawed strategy on its own.
You have to understand the buyer’s journey first and how that journey differs on mobile vs desktop. Do they for instance start their journey on mobile but overwhelming still prefer to convert on desktop for instance?
In essence we look at the buyer journey stages on various devices and prioritise information and call-to-actions accordingly.
A lot of what marketers are told about conversion optimisation is wrong. Tweaking a button colour or headlines, playing with colours and fonts may only bring short-term results at best.
There are fundamentally a lot more structural changes design and content play when it comes to conversion rate optimisation.
Here’s an example / free tip: Think of (7) reasons why someone would not buy from you. Done? Ok, now check your website for how many of those you address clearly. At best, most sites find they address 1-2 of these.
Then there’s how you use your site seamlessly with landing pages. The average landing page conversion rate is 2.35% however the top 25% are converting at 5.31%. Better yet, the top 10% are converting at 11.45%. This is not an overnight success story though. We work with our client to methodology improve and work towards the best conversion rates in their respective industries.
That is what CRO is about, testing, executing and measuring – with the help of a lot of incredibly intelligent tools like heat mapping software, eye tracking and Google Analytics.
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Check out a few recent websites RedPandas have worked with clients to design or develop: