The old mantra used to be that content and imagery on web pages had to be “above the fold”. This recently has been deemed by many as an antiqued idea from the very earliest days of the web when people weren’t really aware just what the Internet was actually for or how to use the browser. Back then, the notion of “above the fold” web design mattered but that was way back in 1999. Today however, people know exactly what a browser is and they know just how to use it too. The term “above the fold” originates from the newspaper industry where the positioning of a story or image above the fold undoubtedly increased readership. Newspapers were folded and displayed flat meaning a compelling headline or photograph would increase sales. As a result, “above the fold” was born.
When the web was in its very early days, newcomers weren’t all too sure how a browser worked. Monitors were extremely small and the notion of the World Wide Web was all too much to comprehend for some. The idea of above the fold was therefore applied to web design. As the screens were small, only things within the boundary of the home page were deemed to be above the fold in web design. Back in 1999, this meant that something was only visible if it were placed within the 800x600 pixel dimensions of the home page subsequently making it more likely to be read, seen or clicked on. AOL further cemented the popularity of this concept of web design as its standard interface was 800x600, meaning everything was chopped up to ensure it was contained within the displayed area in order to keep visibility high. Due to this notion, articles were placed across multiple pages. If you wanted to read on further, you simply clicked onto the next page.
Above the fold doesn’t matter as much as it used to
We realise this comment is likely to cause a few heads to turn, a few people to suddenly become breathless but it’s ok. Visitors to your website aren’t going to run screaming from your homepage simply because they have to scroll. The reason for this is down to the explosion of the giant desktop monitor and the mobile web. Screen size changes constantly from one person to the next. Whilst one may be browsing an entire page on their 27 inch screen, another may be viewing it from their 3 inch smartphone and because of this, scrolling is a requirement for most. The fold it would seem has vanished; it has ceased to be. A number of studies have been carried out on the “above the fold” theory and they have all concluded that users of today will indeed scroll. A user-centric design firm here in the UK, CX Partners, has carried out a lot of research using eye tracking and has consistently found the so-called “fold” to no longer be relevant. In fact, their findings actually revealed that less content above the fold would encourage further exploration beneath the fold. They also found that if the design gave a tease to more exciting information below, scrolling was almost guaranteed as a result. What we’re talking about here is a bridge of sorts. In essence, if you have something to bridge the fold then people will scroll in order to see more. What’s more, people now fully recognise that scroll bars indicate more content for them to enjoy. They also now recognise that a scroll bar can give an indication as to the length of the page. Evaluation of click data has also found to support this notion. MilissaTarquini, the director of user interface design and information architecture at AOL, writes for boxesandarrows.com about her personal experiences. In her article “Blasting the myth of the fold” she provides real world evidence to fully support the concept that the fold simply doesn’t matter. One of the most interesting things she does mention however is the click data for TMZ. In her article she notes how the links at the very bottom of TMZ’s long pages are usually the most clicked upon links on the website which would indicate that users are more than willing to scroll long pages if the content is enticing enough.
Things above the fold must still be important
Now, it’s of course a no brainer to proclaim that things above the fold must still be interesting and important. The “above the fold” web design argument is simply an argument against scrolling itself as well as longer content on pages. The whole mantra behind “above the fold” design was to constrainweb design to certain screen dimensions but research has still shown that compelling content along with obvious visual clues that indicate more content exists below is still highly important.
Where is the fold?
The question is for some however, where is the fold exactly? Well, back in the 90’s when the vast majority of screens were 15 inches, designers knew they had les than 800x600 pixel dimensions to work with and as a result designed for 640x480. Today however, high-resolution monitors are more standard practice and as a result, aspect ratios vary a large amount. Desktop monitors can span to over 30 inches; you can even connect your computer to your LCD and plasma screens of 55 inches and more. Laptops come in all manner of sizes with different resolutions too and then there are of course smartphones and tablets.Therefore locating the fold isn’t necessarily an easy task today. The “fold” was once described as being at the very bottom of the page however if you open your browser on a 27 inch monitor then it’s likely the majority of web pages would be able to fully display within that height meaning no fold would exist at all. Open the same page on a smartphone however and the content would either resize to fit or you’d need to scroll. With this in mind, why would we stick to the regular 800x600 dimension? By sticking to the “above the fold” mantra, your content would inevitably become squeezed at the top of the browser which would undoubtedly do your web page a great disservice. Those viewing via a small screen would find your content edited and unnecessarily shortened whilst those on large screens would find themselves viewing a lot of unused screen and this is all because you or your client doesn’t believe that users scroll down the page. When computer monitors are now so huge or extremely tiny (as is the case with smartphones) it’s simply impossible to have a fixed dimension in terms of the “above the fold” on a web page. The notion may work for newspapers and magazines due to their consistency in size and it may have worked for the Internet in the early days but today there wouldn’t appear to be a fold as such. Users today are happy to scroll, in fact the majority would prefer to scroll and continue to read your content as opposed to viewing a number of different pages.
With no fold in sight, could infinite scrolling be the answer?
With multiple screen sizes now common place, the notion of infinite scrolling has become more popular however the question is, is it for you? Whilst it’s proven to be highly engaging for some websites offering exciting creative possibilities, it has backfired for others causing severe navigation problems. So what is infinite scrolling? Well, it’s a feature that allows your visitors to scroll through your website’s single page without actually reaching the end or having to leave the page. With no end, the users never reach the bottom and instead browse your content all in one go. This means no waiting for different pages to load, saving them time however others argue this could make them lose interest. A great example of infinite scrolling success would be social media such as Facebook and Twitter. Social media networks are living proof that infinite scrolling can indeed work when applied for the right reasons and in the right way however you need to decide if this is right for you. Take time to figure out the goal of your company. Is it an e-magazine? Is it content orientated with plenty of information and articles? If so then infinite scrolling might just be the perfect option for you. If you own an e-commerce website however, then infinite scrolling could be a huge mistake. This would be due to the lack of clear structure for your potential customers. Navigating your products and services would prove difficult leading to disorientation and a lot of frustration.
You need to very carefully define your audience and ask yourself if your visitors are looking for the information you’re giving them. Are they searching via their smartphones or tablets? Are they in search of a powerful visual? If so then infinite scrolling could work as it would allow you a way to present your content in a convenient and very attractive manner whilst getting rid of the hassle of tapping links. Infinite scrolling is also a great addition if your content happens to be image heavy. Instagram and Pinterest are particularly good examples. If your visitors aren’t looking for any of that however then a different experience would indeed be had. If they’re simply looking to buy your products or pay for the services you have to offer then you need a footer. This is something that infinite scrolling simply won’t offer. Equally, if your visitors are in search of FAQs or a Contact Us then infinite scrolling could put them off completely. Customers such as these are in search of clear and concise structure and that’s something you need to give them.
Infinite scrolling can be attractive and creative however it’s not for everyone. Equally, the “above the fold” mantra would appear to be something of times past. So where does this leave you? In need of a happy medium it would seem. If this would appear to be the very same position you find yourself in, or if you’d like more information on reinvigorating an old website then contact our team of web designexperts today. Our web design department at Wecan Media have the knowledge and expertise to really give your website the boost it needs for your specific requirements and that of your visitors.
Source – MilissaTarquini. Director of User Interface Design and Information Architecture at AOL “Blasting the myth of the fold” July 24th 2007 boxesandarrows.com
Source – Wikipedia, The Free Encyclopedia, Above The Fold
Within the digital world user interface, or UI as it’s otherwise known, encompasses absolutely everything designed into a media device that a human being may interact with. This can include the screen, the keyboard, the mouse and even the appearance of the desktop. It also includes illuminated characters, help messages and how an application or website invites interaction and responses. In the early days, there was little interface except for a few buttons and the operating console. Interface was largely based around punched card input and report output. A few years down the line however and users were given the opportunity to interact with computers online. Here the user interface was virtually blank except for a command line, a keyboard and a set of commands that would exchange responses with the computer.
This command line based interface led to one where menus dominated. Lists of choices written in plain text were offered however it wasn’t long until graphical interface began to make an appearance. Graphical user interface or GUI as it’s also known was first adopted and enhanced by Apple Computer however it wasn’t until Microsoft got their hands on it that it was effectively standardised within their Windows operating system. What some people aren’t aware of is the fact that user interface design can also include “user experience” too which can encompass the aesthetic appearance of the media device, the response time and even the content that’s presented to the user.
Why is user interface so important?
User interface is important during the process of web design in order to design functional websites that can generate interest and online traffic amongst users on the Internet. You might not realise but user interface plays a hugely important role when it comes to bringing a lot of traffic to your website. It’s therefore crucially important that this is given the amount of time and involvement needed during the design process of the website itself. In the current climate, there has been a huge growth in e-commerce with billions of pounds worth of sales going through each year. The Internet has become such an integral part of business now that thousands of businesses are actually entirely dependent on the Internet when it comes to their success. If you want success in any online business then your website needs to be user friendly as this means it will provide the enhanced user experience that your online visitors want. If a website is simply too complex or too difficult to use then the online traffic that heads there will leave or in some cases be pushed away. Using simple and effective user interface design however will help immensely when it comes to achieving the specific objectives of your website.
On top of this, it won’t just help to increase the actual usability of the website but can lead to much smoother completions of the tasks at hand such as completing a transaction or signing up to a newsletter. On top of this, your users will find everything much more enjoyable. Typography will also play a vital role when it comes to enhancing the usability of your website. It’s so important in fact that it actually forms a little over 90% of all website components and requires a lot of special attention during the design process. Textual content has a very important role to play when it comes to making your website appeal to online visitors and should, as a result of this, be optimised for readability as well as convenience and balance in terms of graphics.
Using tools like online chat, email and even e-brochures that highlight products and services can also enhance your websites interactivity however world class results need the mind of an expert designer. It doesn’t matter if your website has amazing graphics, complete with all the bells and whistles because if your website lacks proper functionality then that enhanced user experienced you wanted will be absent. For great examples of websites that draw in high volume traffic due to enhanced user experiences, take a look at Facebook and LinkedIn.
Characteristics of successful user interfaces
When it comes to what’s deemed to be good user interface, there’s a lot of information about various designs and techniques along with solutions to common problems and recommendations. To simplify for you, we’ve listed to a few basic characteristics of what makes a good user interface. Here are a few things that we think your user interface needs to be in order to reign supreme:
- Clear – clarity is hugely important. The entire purpose of user interface is to enable people to interact with your website easily by communicating meaning and function. If people struggle to figure out how your website works or where to go in order to complete their desired task then they’ll get confused and no doubt frustrated. This will lead to a high bounce rate.
- Concise – being clear with your user interface is great but you need to be careful that you don’t fall into the trap of suddenly over-clarifying things. It’s all too easy to add definitions and explanations to things but each time you do it, you start to add mass which can become a little too much for your users to wade through. Keep things clear by all means but make sure you keep things concise too. A great way to do this is to cut things down a little so if you can explain a feature in one sentence instead of three then do it. If you can label an item or graphic in one word instead of two then do that too. By doing this you’re saving time for your users and making things easy and less effort.
- Familiar – a number of designers go out of their way to make their user interface “intuitive” but what does this actually mean? It’s something that can be naturally understood or instinctively understood but how do you make something intuitive? You can do it by making things familiar. Something is familiar when you feel like you’ve encountered it before so you feel you know how it behaves and you know what to expect. Identify what feels familiar to your users and integrate these things into your user interface.
- Responsive – responsive can mean a few things. First up, it can refer to speed and mean something is fast. The interface and the software behind it should work quickly. Waiting for a page or image to load can be frustrating. Seeing things load quickly on the other hand will immediately improve your users experience. Responsive can also mean that the interface will provide some sort of feedback. This means that the interface should talk back to the user and literally tell them what’s happening. For instance, did your user press the button successfully? How do they know if they have? Does your button display a ‘pressed’ state to give your users an idea? Is the page stuck or is it loading? Could you perhaps display a spinning wheel to show your users that something is loading?
- Consistent – adapting to any given context is a smart thing but this doesn’t mean your interface shouldn’t adhere to a certain amount of consistency. By making your interface consistent, you allow users to develop usage patterns allowing them to learn what different buttons and labels mean. This will help them to recognise them and know what to do in different contexts. They’ll also learn how certain things work and that means they’ll be able to operate new features in an instant.
- Attractive – this can often become a little controversial but you’ll find a lot of designers agree that a good user interface needs to be attractive. By attractive we mean that it makes using the interface enjoyable. Yes, you can make your user interface simple and easy to use but if you go that extra step and make it attractive then you’ll make the whole experience truly satisfying. When your user interface is pleasant to use, your users won’t just come back, they’ll look forward to using it too. Obviously, what looks good to one person might not look good to someone else but this just means you should fashion the look of the interface toward your audience. Adding a level of polish to your interface is quite different to loading it with a ten tonne of extra eye-candy.
- Efficient –the user interface is like the car that takes you places. The places are the different functions of the website and a good interface will allow you to perform the functions faster with much less effort. To make your interface efficient you need to figure out exactly what it is your users are wanting to do and then allow them to do it without any fuss. You need to identify just how your application should work by looking at functions it should have. What goals is it trying to achieve? Then once you’ve answered these questions, implement your interface that lets people easily accomplish what they want to do as opposed to implementing access to a list of different features.
- Forgiving – no single person is perfect and people are bound to make mistakes when using your website but how you handle these mistakes will be a hugely important factor in determining whether people still achieve the wanted outcome. Don’t punish your user for a simple mistake. Build a forgiving interface and remedy the issues that arise. Examples of a forgiving interface could be allowing your users to retrieve information they’ve accidently deleted.
It should be noted however that working on achieving just some of these characteristics could clash with working on achieving others. An example of this would be trying to make your user interface clear with too many descriptions and explanations thus making it too bulky in the process. You may then cut things out to make it concise and as a result create ambiguity. Achieving a perfect balance will take time and skills. If you don’t think you have the necessary knowledge and time to really get involved then contact our experts as Wecan media today.
C. A. D’H Gough; R. Green; M. Billinghurst. “Accounting for user familiarity in user interfaces”. Retrieved 13 June 2014.
McCown, Frank. “History of the graphical user interface (GUI)”. Harding University.
As the technologies within our industry advance, websites and web applications slowly become more and more complex. What was once described as a one-way and static medium has since evolved into a rich and thoroughly interactive experience. Regardless of just how much has changed in terms of the production process for websites, success still hangs on just one thing: how a user views it. People will ask themselves whether they gain any value from the website, whether it’s easy or pleasant to use. These questions automatically run through the minds of users as they interact with a website and it’s the answers to these questions that allow them to form a decision on whether they’ll be a regular user or not.
User experience, or UX as it’s often referred to, is very much about doing everything possible to make your users answer “Yes” to all of these questions. The following guide is going to help you familiarise yourself with web design user experience fully and help you enhance your own. Let’s first begin by taking a look at what user experience actually is. Quite simply, UX is how a person feels when interacting with a system. This could be a website, a web application or even desktop software. Modern contexts describe it as more of a human-computer interaction or HCI. UX designers spend their time evaluating and studying just how users feel about your website by looking at things such as ease of use, perception of value gained from the website, efficiency in performing different tasks etc. UX designers will also take the time to look at the sub-systems and processes within the system itself.
A good example of this would be looking at the checkout process on an e-commerce website. This would allow them to see whether the process of buying products from the website is simple and/or pleasing. They may also study components of the sub-system such as the efficiency of any input fields on a web form for instance. In comparison to a number of other areas within web design, UX is fairly new.
Why is user experience important?
Before clients ever understood the great value of user-centered design, decisions within web design were based on two things and they were simply what we thought was great and what the client wanted to see. The interaction within our websites was based simply on what we believed would work and we therefore designed it ourselves. The focus was on the look and branding and very little thought was given to how people actually using the website would feel about it. Back then, there was most certainly no science behind what happened. The results merely came about because they looked good and were thought to be creative.
This recent decade however has seen a huge transformation of the Internet and websites. Not only has it become far more present but the websites themselves have become far more complex and rich in features. Due to this transformation, they must have a great user experience in order to be effective. On top of this, users are now accessing websites in a number of different ways from different devices, different browsers and even different Internet connections. We’ve also become hugely aware of the importance of accessibility not just for those who might have special requirements needing things such as screen readers but for those who may not have broadband or may use older devices.
During all of these changes, the websites that have stood out from the crowd were always the ones that were pleasant to use and as a result, the driving factor when it comes to building websites today has become about the experience we want our users to have when visiting our websites. It’s now easy to see just why user experience is so important.
What systems benefit from user experience
To say all web systems would benefit from an evaluation and user experience overhaul is easy simply because it’s so difficult to argue against it however we don’t live in a perfect world and there are of course a number of systems that would benefit from UX design more than others. These include:
- Complex systems –if a website is complex then it will be a lot more involved in terms of planning and design. While the idea of investing in a full UX study for a simple static website may seem a little excessive, multi-faceted websites or even e-commerce websites will really benefit from UX design. This is down to the fact that complex systems often involve a number of user tasks which means an awful lot riding on the fact that they’re perceived as valuable and efficient along with being a joy to navigate. If a good UX isn’t achieved then designers will risk big monetary losses.
- Start-ups – start-ups and small companies will generally lack the finances needed to hire someone specifically for UX design alone however, this doesn’t mean that you have to neglect the entire concept of user experience. By hiring a company such as Wecan Media, you’ll find yourself privy to a team of experts with knowledge within specific fields, including user experience. If you happen to be a web design company yourself then the possibility of training existing employees to “wear different hats” as it were would be hugely beneficial however you may find it much easier to contract out UX work specifically.
- Projects with average budgets – smaller companies and even smaller agencies need to keep costs low yet still deliver. In this situation, the focus tends to be more about the build process and less on planning, research and analysis. You may even find that projects with smaller budgets are very driven by the final product and launch but that certainly doesn’t mean it won’t benefit from decent UX. In practice it may not be possible to hire a UX specific employee however, yet again, contracting out some basic UX work may cost a lot less and still offer great benefits.
- Drawn out projects –simple logic states that by adding a cog to a process, the timeline will extend. Time needs to be allotted for user experience design however UX designers could, in theory, shorten the timelines by taking a number of tasks usually assigned to the web designers and web developers. This would then save not only time by money also.
Things you must know about UX design
As amazing as it is, UX design won’t accomplish everything. It’s not “one size fits all” and therefore won’t work in every situation simply because we’re all different. What may work for one person might have the complete opposite effect for another. The best that can be done is to simply design for very specific experiences and try to promote certain behaviours. Despite this, we still won’t be able to manufacture or predict the actual experience itself. Just as we can’t design an exact user experience, neither can we replicate one on another website. User experiences, despite your best efforts will be different from one website to another. This is also due to the fact that the user experience should be tailored to each and every goal, value and product of the website it’s for.
We must also remember that user experience can’t be measured using traditional metrics either. You won’t be able to assess its effectiveness based solely on statistics and as a result, a lot of assumptions are usually made. We can ask for users to give anecdotal evidence but we can’t install an app that will give us automatic readings about user experience directly. It should also be noted that user experience and usability are very different things indeed. Although they have become synonymous, they’re clearly distinct. UX looks at addressing how a user feels whilst usability looks at user friendliness and efficiency of the interface. Usability is however a big part of UX and will play a major role in creating experiences that are not only effective but pleasant also.
UX tasks and techniques
User experience designers perform a number of different tasks at differing points in the process. Here is just some of what they deliver:
- Evaluating current system –if the system already exists then the current system that’s already in place can be looked at. Reports of issues and future suggestions in order to fix issues will be based solely on their analysis and research.
- A/B testing –this could include devising a study in order to compare the effectiveness and quality of the experience of different users interfaces. This can often be done by creating a hypothesis such as “the red button’s more attractive than the blue button” and then proposing or creating a number of different versions of that design. They would then define what a better experience is and then conduct the testing. This would result in “the red button is better as users clicked on it more”.
- User surveys –this may include interviews with existing and/or possible users of the system. This will no doubt gain better insight into what would be the most effective design for them. You must remember that the user’s experience is completely subjective so the only way to gain valuable insight is to study and interact with them.
- Wireframes and prototypes – based on findings from their tests, specialists may be able to develop wireframes of various layouts along with higher-fidelity prototypes.
This list isn’t exhaustive; other such deliverables could include user flow, storytelling, design patterns, user profiling and personas along with content inventory and content style guides. For some, just taking a glimpse at what’s actually involved with user experience can really highlight just how much more it is than simply creating a nice feeling for your user. It also highlights just how important user experience is when it comes to helping your website do the job it was intended to do. If you’d like more information on user experience and how we can help at Wecan Media, contact us today.
Source - Garrett, J. 2002, Elements of User Experience: User-Centered Design for the Web. New Riders Press, USA.
Source - Berry, D. 2000, The user experience - The iceberg analogy of usability. Technical library of the IBM Ease of Use Team.
As more and more people are beginning to use their smartphones to access the Internet as opposed to their desktop alone, one thing has become abundantly clear and that’s the fact that mobile internet surfing is taking over. When it comes to the Internet and mobile use, it isn’t just surfing either. It would appear that smartphone use is now ranging from browsing social media channels to checking emails and even making online purchases. Due to mobile Internet usage increasing steadily, it’s now more important than ever that your website is mobile friendly. While some choose the route of having a desktop specific website along with a mobile specific website (two very separate entities), it is now possible to have a website that caters for both and this is known as a responsive website.
A responsively designed website is simply a website that has the capability to display all content, images and even structure over a range of screen sizes. This means when the user accesses the website on a desktop, they’ll be getting the full view. When they visit the website from their smartphone or tablet, the website will merely retract in order to fit the screen size. In other words, a responsive website allows you the convenience of just one website to maintain while catering for a number of different screen sizes. The question is, how important is responsive website design? The short answer would be, hugely important. To explain further let’s look at some of the really important reasons why you should be making the switch to responsive website design.
Why is responsive website design so important?
Mobile usage is increasing –if you take a step out in the open, you’ll be hard pushed to avoid the fact that a lot of people are spending a lot of their time on their mobile phones. In fact it would seem just about everyone is pretty much attached at the hip withtheir smartphone. Despite this, there are a number of companies that haven’t yet picked up on this trend. Maybe the following statistics will be able to convince them of just how much the mobile world has skyrocketed:
- More than 20% of searches on Google alone are performed using a mobile device.
- In 2012, more than half of all searches covering all search engines were carried out on a mobile device.
- 25% of Internet users will only ever access the Internet via a mobile device.
- Just over 25% of all emails are read on some form of mobile device.
- Mobile Internet usage over took desktop usage in 2014.
- 1.08 billion of the 4 billion mobile phones in the world are smartphones.
It’s recommended by Google – we all know that Google’s a pretty big deal. It’s such a big deal in fact that they hogged a whopping 67% of the search market share in 2013 which made it the most popular search engine in the entire world. If Google then claims it prefers responsive website design in terms of mobile configuration then you should take the hint. The reason Google prefers responsive web design is due to the fact that it’s more efficient and the reason it’s so efficient is due to the fact that all websites (mobile, tablet or desktop) have the very same URL and the same HTML. This means that Google no longer needs to index multiple versions of the same website.
Increase conversion rate – besides the search benefits, responsive web design is great at increasing your conversion rates from all the mobile users in the world. The reason for this? If a website doesn’t work on a mobile or tablet then users obviously won’t be able to convert. With 69% of tablet users now shopping on their devices in the last few months alone, it makes perfect sense to have a responsive website that gives users an easy route to convert.
Better user experience – we’ve briefly touched upon this before but responsive web design will give your users a much better experience when they’re on your website. A great example of this would be the fact that users won’t need to zoom in and out of your website, shrinking text or images in order to see what you have to display and navigate their way around. Instead, all of the content will rather conveniently adjust to whatever screen size they’re using. A better user experience will also make it much easer for users to reach you and raise any concerns. If users are able to contact you and find a way to complain then there’s a much lower probability of them raising their issues publicly via social media and a much higher chance of them returning.
Easier to manage – if we scoot back briefly to SEO for a moment, if you have separate desktop and mobile websites then you’re going to have to run entirely separate SEO campaigns for each website. This will be much more time consuming than simply running and managing only one SEO campaign for one website. That wouldn’t just make your customers happy but it would make you extremely happy too. This makes responsive web design much more cost-effective also, especially if you’re employing experts such as ourselves as we’ll only be managing one website for you.
Keep ahead of your competition – in the great world of business it’s important that you stay ahead of your competition and if more and more users are reaching for their mobile devices to make purchases online then quite simply, you have to cater for that. If that doesn’t convince you enough that responsive web design is the way forward, then perhaps yourwebsite conversion rates going through the roof will? Stay ahead of your competition and have a website that really stands out and gets your brand the attention it deserves.
Recently, our Liverpool based web design company gave you an introduction to website conversion rates and what they actually were. Within this piece, we touched upon website conversion rate optimisation and what it encompassed. Moving on from this further,today we’re looking at the challenges you may face when it comes to implementing website conversion rate optimisation within your company and just why it’s so important. We’ll do this by going in to more detail regarding all the ways it can help you to grow your website.
Often conversion rate optimisation challenges have little to do with the website itself
More often than not, one of the biggest optimisation challenges has very little to do with the actual website itself. Instead you may find the issue actually surrounds a lack of organisational support and as a result, you may find yourself struggling to get in there and sort out what you believe to be your biggest issue without making a case for website conversion rate optimisation first. Our SEO experts in Liverpool suggest that those in a situation such as this should begin small. We advise you run surveys and collect as much feedback as possible that points to possible confusion surrounding your website conversion funnel.
If you’re the one responsible for updating your website then we suggest you run small tests in order to optimise elements that are easier to manage and have less attention on them. By working on improving these metrics through surveys and tests, you can ultimately demonstrate just how important website conversion rate optimisation actually is and very quickly get the rest of your organisation on board too. In addition to this, you could also carry out surveys and identify areas that website conversion rate optimisation could improve. You could also try to record user tests of people that are experiencing issues. By doing this you can demonstrate that running a few tests simply isn’t enough, in order to achieve real gains you need a carefully crafted strategy.
Our Liverpool based web designers explain why website conversion rate optimisation is important
There’s always room for a little improvement – I doesn’t matter how well designed your website is or how many visitors that you have converting into users, there is always room for improvement. It’s highly likely that you could make your website conversion process a lot easier for them and as a result, lead to far superior results for you.
Paid advertising can cost a lot and is getting more competitive – simply spending more on that alone isn’t always the answer to your prayers. This is especially so if there are a few bumps in your conversion funnel that you need to take care of. Website conversion rate optimisation simply works with what you have in order to help you find and address those problems to begin with. By focusing on conversion rate optimisation, you aren’t necessarily spending more money on getting more visitors to your website, you’re simply doing a much better job of ensuring you convert them once they get there. Website conversion rate optimisation will help to increase the returns on your investments you’ve already made and will convert a much higher percentage of your current visitors. This is much more cost-effective approach.
Website conversion rate optimisation can mean getting more of the right customers – it’s not about converting just any old person. You need to find the right people who like your product and will then tell everyone they know just how great it is, thus helping your marketing efforts.
It can greatly lower customer acquisition costs – by doubling your conversion rate, you can essentially halve your cost per acquisition or rather, how much each new customer will cost you. Therefore you’ll no doubt see that website conversion rate optimisation can help maximize your profits; because you aren’t paying more in order to gain these conversions, you’ll find that profit goes straight to you. This means, should you wish to, you have even more money to spend on acquiring more new users. This also means you’ll already know exactly where to spend it too as you’ll have identified which funnels are bringing in best users.
Website conversion rate optimisation can help avoid the limited attention spans of your users – it does so quite simply by giving them exactly what they want much sooner. This means they get what they want, when they want it subsequently stopping them from finding it anywhere else such as on your competitor’s website.
Last but not least, it can mean a winner takes all effect is had – this is very much based on the ‘slight edge’ phenomenon that’s also known as the winner takes all or the winner takes most at least. This encompasses the theory that in order to be successful, all you really need is to be slightly better than your competitors. This means, if you optimise your website in order to better deliver what your users want in a slightly simpler way, or a slightly faster way for example, then they’ll likely go with you over your competitors.
Our website designers in Liverpool can help you to achieve maximum results
Here at Wecan Media, our team of experts can help you achieve the results you need through website conversion rate optimisation along with a number of other expert techniques within our SEO services.We have a number of different plans to suit your website needs, company size and budget. If you’d like to find out more then simply contact our SEO agency in Liverpool today for a free, no obligation consultation where we’ll be happy to explain just what it is we can do to help you achieve online success.