When designing a website, it is easy to get caught up in the numbers game and focus solely on conversion rates. But this narrow-minded approach can actually do more harm than good.
We have previously discussed the importance of ethics in terms of actually making your organization contribute to the systems it is a part of. There is a lot to running a successful business that gets overlooked these days in favor of making a quick buck.
You see, conversion rates are just one small piece of the puzzle. Sure, they can give you an idea of how well your website is converting visitors into customers, but they do not even begin to paint the whole picture. A high conversion rate might look great on paper, but it does not guarantee that those customers are happy with their experience or that they will come back for more.
It also does not guarantee that the organization is engaging in any worthwhile work. This is not an ethics, or a philosophy blog but it is not hard to question whether contributing around 12 hours (the standard working time, plus the commute, getting ready, etc.) merely to just making a bit more money is worthwhile in any meaningful sense.
The full picture
In fact, obsessing over conversion rates can lead to some pretty big problems down the road. If all you are doing is tweaking and optimizing your website to boost those numbers, you might end up neglecting other crucial aspects of web design like usability, accessibility, and user experience. And that can result in a website that is frustrating and difficult to use - not exactly what you want if you are trying to attract and retain customers.
So instead of putting all your eggs in the conversion rate basket, why not take a step back and look at the bigger picture? A holistic approach to web design means considering every aspect of the user experience and creating a website that is easy to use, visually appealing, and valuable to visitors. And by doing that, you will not only see an improvement in conversion rates but also build a more loyal and engaged audience.
Usability & Accessibility
One way to enhance the user experience is by focusing on usability. This means making sure your website is easy to navigate and that visitors can quickly find what they are looking for. You can achieve this by organizing your content logically and using clear, concise language throughout your website. And by doing so, you will create a more enjoyable experience for your visitors - one that keeps them coming back for more.
One more key element of web design is accessibility. This means ensuring that your website is user-friendly for people with disabilities or those who may have trouble using a computer or mobile device. Simple steps like adding alt tags to images, providing transcripts for audio and video content, and making sure your website can be navigated using a keyboard can go a long way in improving accessibility.
Visual aspects & content
But it is not just about usability and accessibility - the visual appeal of your website is also crucial. High-quality images and graphics, an eye-catching color scheme, and a clean, modern design can all help to attract visitors and keep them engaged for longer.
And lets not forget about providing value to your visitors by creating content that is informative, engaging, and relevant to your audience.
Well-researched, informative, and engaging articles or blog posts can really make a difference. And do not be afraid to mix things up with videos, infographics, or other multimedia content that helps visitors learn more about your products or services.
Engaging with your audience on social media is another great way to provide value. Responding to comments and messages, sharing interesting content, and participating in online discussions can all help to improve conversion rates and build a more loyal following.
But providing value through content and social media engagement is just the tip of the iceberg. Customer service is also a crucial aspect of web design that should not be overlooked. Prompt responses to customer inquiries and complaints, helpful information and support, and going the extra mile to ensure customer satisfaction can all make a big difference.
By putting customer service front and center, you will not only see an improvement in conversion rates but also foster deeper professional connections to segments of your audience. Happy customers are more likely to return to your website and recommend your business to others - so it is definitely worth investing in top-notch customer service.