Some web design companies focus on web design specifically while others can provide a wide variety of services like SEO, PPC and copywriting. However, what about “conversion rate optimization? ”
Ask your Web Design Company: What is Conversion Rate Optimization?
Conversion rate optimization (CRO) is the process involved to convince site visitors to take a step that benefits the company, like making a purchase or collecting a sales lead. CRO is a multi-part process that includes writing solid copy, a convincing web design and SEO (search engine optimization) to name a few. By developing a solid plan with a full-service web design company, a company’s website will have a better chance at converting a site visitor into a customer.
How Can a Web Design Company Help?
What can a web design company to do to aid in CRO? There are a number of factors involved to not just increase site visitors in the future, but turn current site visitors into clients, customers or sales leads. Some factors include:
- Easy site navigation
- Visitor engagement
- Strategically placed “calls to action “
- Professional site design
- Convincing copy
- Memorable catch phrases & headlines
Apply the Source Credibility Theory When Working with a Web Design Company
According to the concept of the Source Credibility Theory, people are more likely to be persuaded (to make a purchase, for example) if the merchant presents itself as credible. How is that achieved? In today’s online marketplace, this includes a professionally developed website, an intuitive navigation, a well-designed logo and persuasive content. Sites that download quickly and have no spelling or grammatical errors also have a higher conversion rate. The site should also be free of coding, image and style errors. It shows the site visitor the company has taken the time to display a high level of professionalism and attention to detail. Just like when meeting a person for the first time, a site has a split second to make a solid first impression. By giving site visitors a feeling of authority, consistency and persuasion, they are more likely to convert to sales leads or customers.
Pulling it All Together With a Web Design Company
Conversion rate optimization can be a complicated and all-encompassing process. This is where the assistance of a full-service web design company comes in. A web design company experienced in not just “designing a website ” will understand why source credibility is important and how to best convey a company’s message and fulfill all the criteria involved in the source credibility theory. They should have a drive and enthusiasm for the project and see it through from concept to development.