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Sites that look great, convert even better
The objective of a website isn’t just to look good. It’s to convert and close users into customers. Before a designer or developer works on a single pixel, they should have a well grounded direction in terms of your objectives, your targeted personas and how they consume information on the web.
You also need to be aware of the user journey e.g. what your targeted persona looks for at their awareness stage, what do they type into Google, what are they expecting to see on your homepage for instance. This is very different to someone at the decision stage who may be looking for prices and case studies.
The point is there needs to be an approach, we know our one works great and you can read more about our approach here.
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.
What Content Management Systems (CMS) do we use? Well that all depends on your objectives, requirements and budget. We’re CMS agnostic because we need to be.
Mid-scale eCommerce brand? We’re Shopify partners we can help you with that. Larger scale eCommerce? You may be a Magento candidate. Lead generation? We can build on WordPress or if you really want to be a powerhouse, we code on HubSpot’s COS system as partners as well.
The point is it has to be easy to use. Once we’ve done our bit and trained you up, the system needs to be easy and dynamic enough to move at the pace of your business.
This means you need to be able to easily make changes yourself without paying an arm and leg to a coder every time you need a new banner up.
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.
Check out a few recent websites RedPandas have worked with clients to design or develop: