There is no question that oftentimes small business owners underestimate the importance of their digital footprint, rather it be their social media presence or the power of a well designed website, everything plays a part in the ultimate end goal of completing the sale.
According to Steve Krug, a website should be designed for usability, one should be able to easily navigate and take action on a website without too much chaos and confusion, or rubbish. Plenty of times, I have come across a newer brand’s website and I wasn’t too sure where to go to find the product I was looking for, or simple toggles like the search bar icon was inactive and unresponsive. Immediately, not only is the brand’s credibility shot, but the chance of me wanting to use the website to purchase a product has drastically declined.
Worthy Website
As a marketer, I may have the opportunity to tell a client that the website that they are deeply attached to is not ideal for website usability nor is it conversion-centered design. Oli Gardner is who we can praise for introducing this framework of “conversion-centered design” which includes key components like Attention, Context, Clarity, Congruence, Credibility, Closing and Continuance. When one follows the CCD framework, it is centered around getting the consumer to complete a task through their website experience. Let’s say my client sends out an email about a new candle that will become available for Valentines’ Day. When the landing page is accessed from the email it should bring the user’s attention to the Valentines’ Day Candle. It should have context about the new candle and introduce a call of action to purchase or pre-order the V-Day candle. An easy mistake would be if the landing page accessible through the email went to her website’s home page and did not mention the new V-Day candle at all.
Furthermore, a worthy website can also follow the Three Questions Framework to ensure it is a well designed website. The Three Questions Framework is centered around the landing page answering three specific questions, “what are you offering?”, “why should I pick you?” and “what do you want me to do next?”, effectively without scrolling through the website.
All in all, no matter which framework is being used, website design should never be taken lightly, it can truly make or break a conversion.
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