Internet Marketing Blog

Web Design: the formula for success

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Web design is all about getting your website visiotrs to convert into leads or clients and there is a formula from those clever people at Marketing Experiments that tells us exactly how likley it is that a website vistor will convert. I'm not suggesting we work this out for every web page, but it's well worth bearing in mind the factors in the formula to make sure you have each item covered.

Here's the formula:

C = 4M + 3V - 2(i-f) + 2A

Conversion: the liklihood a website visitor will convert into a lead or client, by filling in a form for more information or going through your shopping cart.

Motivation: when you create a page consider how motivated the visitor will be when he gets there. If you have been active in social media communities giving away a little of your knowlegde and expericance, you are likley to have well motivated website visiotrs. If you are using banner advertisiments you can expect the visiotrs to still be motivated, but not to the same degree. If you manage to trick visitors to your site, they will be instantly de-motivated when they arrive and will immediatly go away again (look at your bounce rate on analytics to see if this is happening)

Value Statement: have you communicated why your product/service is better than the rest. For example, are your products the only environmentally friendly widgets in the world? I fthey are say so clearly on the web page. Think about your USPs (Unique Selling Points).

Incentive: have you incentivided your website visitor more than the hassle of contacting you? Try to create a sense of urgency. Are there limited spaces available for your offer? Is there a time-limit?

Friction: friction elements are items on your web page that cause hassle for the web visior - long contact forms with lots of  compulsary fields. The more you have have the less likley your web visitor is to complete it. Take out as much friction as possible - collect only the most essential information from the visitor.

Anxiety: Are you asking for credit card numbers, email addresses or other sensitive information? First-time web visitors may be too anxious about their online security to trust you with their details. You can often overcome their anxiety by a simple message to re-assure them. Tell them you won't spam them or sell your email address if they give it to you. Draw attention to your credit card security procedures.