Design & Conversion
As most of you know, the role of design is to establish a functional and emotional relationship between the brand and its audience. It's not just there to please the eyes — it is an integral part of the business and branding strategy that impacts marketing, sales, customer experience, and even customer conversion.
Design is one of the most important aspects of any product, and it's only getting more critical. You can have the best product in the world and the best business plan in the world, but if your design isn't on point, you won't be able to convert users and make money.
This especially applies to an internet-based business. Websites and mobile apps are often the first interaction that someone has with your company, so good design is an important part of making a great first impression. If your website is slow or confusing, or if your app doesn't work well on a user's device, they'll just go elsewhere—and they'll probably tell their friends about how bad your product was, too.
Good design matters for every kind of business. Whether you're selling to other businesses or directly to consumers, whether your customers are spread across a wide geographic area or clustered together in one community—design matters. It doesn't matter what size or age group your customers are; good design will help them find a better experience with your product.
Designers know how to make users take action when they come on a site (or interact with an app). They know how to make it easy for customers to get through checkout and pay for their items or services.
Design is something that people don't often take into account when they're thinking about their conversion rates. They think conversion rates are just math, and while people shouldn't ignore math, we should shift the focus to design.
The way a company presents information to its users is important in all areas but is especially crucial when it comes to guiding them through the process of achieving a conversion.
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Design can help a user trust a brand, and make it clear that the brand is working with them as opposed to against them—so much so that sometimes hard numbers don't matter as much as how the user is being led through the experience does. By making users feel secure and comfortable throughout their experience with your brand, you are helping them achieve conversions—and great design will help you do it more frequently.
Design can be the difference between a conversion and a bounce.
If you want your business to thrive online, design is a critical part of making sure your users trust your brand, understand what you're offering, and are connected to the information they need to convert.
You can have all the hard data in the world about how many people visit your website and what pages they look at before leaving, but if you don't have designers who know how to help guide the user through their journey on your website, all that data won't mean anything.
Takeaway
Conversion is the key to business. User experience and design play a great role in conversion. It plays a vital role for websites to engage more users. This is what conversion rate optimization is all about. Designers must be aware that their role plays a vital role in any business so they can make sure that sites thoroughly follow the whole conversion process properly if they are motivated to increase conversion and make more money.
