Maximize ROI: Conversion Funnel Design & A/B Testing

3/07/2006 - Tuesday, March 07, 2006 -   

Custom Web Design For Conversion Rate

Delivering a web site design is easy.
That is why so many websites and landing page designs look the same these days. You know the typical left nav / top nav architecture probably using some shade of blue with a big appealing graphic. Sure that works... for amateurs.

Delivering a custom web design is more difficult.
It take more time and more involvement to really make it successful. Custom web design is not about making things pretty anymore. It is about making persuasive experiences to capture your target audiences and cause them to take action. I call it conversion rate web design. Success is then defined by how the custom web design improves your conversion rate.

Take a look this new (BETA) website that sells Game Room Equipment. This design was totally customized to target a higher income customer looking to deck out their crib with a $2999 gameroom machine. Not an easy price target to market. So everything really needs to come together perfectly. This includes the navigation, copy, search engine optimization and of course the artwork. Why all this for a custom web design? Because everything needs to be factored in these days.



It's all in the details.
It only takes a few seconds for a user to decide if they like your custom web design. That is the first decision they make... way before they are even considering a purchase. Is this site designed well? Do I trust this company? Everything needs to be considered as you are always being judged. If you take a look at the Game Room Equipment site, you will see that I am walking through each page and making them unique. The user will define the path... which all lead to the "wow factor". That's my goal... for a customer say "wow this product is cool". That is the first impressions I want them to have. I do NOT want them to say.. "dang this product is expensive".

Design with every click
When doing a completely customized web design, I take into account EVERY click. Not only every page, but also the pop-ups, the shopping cart and especially the credibility pages. Each click should answer a question without making them feel lost. Through this experience you are creating a relationship with your customer and when they choose to sign-up for a newsletter or make a purchase, then you have succeeded.

Custom web design for conversion rate is a process that I have been examining for over 7 years. It includes information architecture, landing page design and conversion rate optimization. All of the projects I work on do NOT include fully customized sites. But the ones that have been fully customized have been the MOST successful. It's not scientifically proven, but I have realized that customizing every page of your website will dramatically improve your conversion rate.