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How important is web design to CRO?

By Pete L Humphreys


When it comes to web design there's no doubting that many people have SEO in the back of their heads to make sure that the site will be able to rank highly in search engines. However, it's just important that web design has CRO (conversion rate optimisation) in mind to make sure that as many visitors as possible are turned into consumers. Ignoring CRO during the web design process is a sure way to lose out on business.

Some of the most important things to bear in mind when it comes to web design and CRO are very simple, but they can often be overlooked. For example, just having a website that is easy to navigate can be the difference between someone finding the product they want and them giving up and leaving. Although many people have fast internet connections web designers must still bear in mind that slow loading times may be enough to put some people off, especially since so many of us have grown used to lightning fast internet.

When a website's design changes there can often be a lot of fuss from loyal visitors (just look at the uproar Facebook users make every time there is an update). However, if it results in better CRO and extra revenue in the long run this could be worth it and hopefully you'll be attracting new custom all the time as well. This is why good web design should be forward thinking. If making changes to a site is easy, tweaking it whenever a problem is encountered can help improve CRO quickly and easily.

One thing all web design has to deal with that it didn't only five years ago is the fact that many more people are now accessing the internet from a mobile device. With the smaller screen size and different input methods that mobile devices have, it's extra important that the user is presented with a different web experience - one that makes browsing and purchasing as easy as possible.

The best web designers will already be thinking about how a website can be something for its intended audience to enjoy, rather than using it as a vanity project. With the browsing habits of audiences changing it's possible that what is considered best practice today may change in the future, they will also have to keep on their toes.




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