Vision 2020 - Designing for Conversion
Designing for Conversion
There is a heavy emphasis on SEARCH at the moment --- Search Engine Optimisation (SEO) and Search Engine Marketing (SEM), now collectively known as Search Engine Advertising (SEA) --- are taking the media and the online world by storm.
The technology and the opportunites for advertising have finally reached their tipping point --- owners of online property have finally twigged that great search rankings are now possible by ANYONE, provided you approach it as you would your offline advertising. That means allocating an appropriate budget, monitoring your results, and most importantly --- be prepared to modify your campaigns as you go to optimise the results. The real-time and "two-way" nature of the web affords us this flexibility more so than any other advertising medium.
If you build it, they will come...
But... there is always a "but". Getting traffic TO your site is only half the equation. If that online traffic is not translating into sales, registrations, email or phone enquiries --- then you have a problem!
Building a website that is optimised for conversions, aka Conversion Design, is said by some to be the "final frontier" of internet marketing. Using a combination of information design, user interface design, and traditional marketing techniques, a website built with conversion in mind encourages visitors to "take action" more often than taking no action at all.
Find out more...
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