! Don’t forget to test your site and measure its performance!
Your website is a means of advertising your products or services, and typically will contain some combination of images, and textual information. You may also have more sophisticated facilities such as a shopping cart, or individual accounts for users. Many businesses attract a lot of visitors to their web pages, and fail to convert them into customers.
The website design will affect a visitors perception of your business. In turn this will affect the chances of achieving your objectives, whether that is to sell something, to receive an enquiry, or to encourage the visitor to return to the site.
Simple changes can often result in significant improvements in conversion rates and performance. Design improvements may take the form of better navigation facilities, providing clearer or more targeted information (such as using headings or images ) , better site search facilities, or changed layout and design, colour, fonts etc. Think about what you want the visitor to do. Do you want them to buy a product, or perhaps complete an enquiry form. What will they want when they arrive at the site? Make it easy for them.
Converting visitors into customers: To convert your website visitors, or enquiries, into customers usually requires that you have a good product or service at a reasonable price. You should also provide the kind of information, follow up material, and processes that make your prospects want to buy. In practice, websites and associated processes often fail to do this. For example many online shopping ‘sites perform badly because the buying process , i.e. the shopping cart system, is too complex or doesn’t take into account that people are going to use them and people behave in unpredictable ways.