Ranking, being found, and getting the conversion requires strategy and conversion centered website design in today’s digital environment. Looking back, the changes affecting website development that have occurred over the past couple of years, are substantial. Perhaps the most dramatic change involves mobile responsive technology. Just a short time ago, we were still creating separate mobile and desktop websites. Then many developers began creating “mobile-ready” designs eliminating the need of a secondary mobile site. Mobile ready sites displayed most websites in some fashion on smart devices, but required manipulation (stretching and moving)of the screen to see the content. Mobile responsive web design eliminates the need for manipulation.
The process of designing to specific landing page strategies is called Conversion Centered Design (CCD). You may be familiar with User Centered Design (UCD) that is more concerned with the usability / navigation of the site. CCD takes into account the principles of psychology and design. With CCD, there is a “one page-one purpose” approach. Each page has a purpose that that is determined based upon the business goals of the site. As a minimum, all website content is displayed in an hierarchical order without stretching. Gone are the cluttered home pages of yesterday’s (put it all out front) designs. Now we have to give careful consideration to what visitors see upon landing on our home page. The home page content and all subsequent landing pages should have exactly the content required to create a conversion to the next (planned) page…no more -no less. We’ve never had to be so specific in the order and type of content displayed.
While CCD would have made sense at any point during the past decade, it is being primarily driven by mobile responsive design, smart device users, and speed-surfing for the lack of a better term. It seems surfers are becoming more impatient with every advance in technology. CCD provides the right content upon landing to create the conversion to the next highest priority page. The idea is to immediately engage the visitor with any action that will produce the conversion to another page rather than bouncing from the site.
With mobile responsive design and CCD, creating unique landing pages for a variety of messages is not only possible, it is preferred. For example: An adwords campaign designed around a specific product, service, or item on your website, should be directed to a page designed to create the conversion related to that specific message. The home page can now be less universal, less cluttered, and more engaging.
For me, personally, the simplistic design of mobile responsive Conversion Centered Design sites took some getting used to. At first they appeared bland and too simplistic. Funny how that works. I now prefer the fresh, current, and simple CCD designs. And, there’s no comparison to how well they perform for smart device users. So, the web design task has gotten a little tougher. Not only do we have to have a content-rich site with a relative message, it now has to fit all devices and be designed in a way to guide the users through a strategic path to conversion. This should actually have been the goal all along, but it took some new technology to make it absolutely necessary. To have one of our digital strategist take a look at your next web project, contact us HERE.