Design Success Tips: Make Effective Changes On your Website To Increase Client Conversion

We are Geekwhat Design, a web design firm with these services based in New York City. ‘Design Success Tips’ is a series of tips and tricks to guide you towards success with design for your business. Check out all our articles here.

Summer is almost over, and all the stores on 5th Avenue are already stocked with their respective Fall/Winter catalogues. New decorations, changed mannequins, and sale racks are just a bit of the change that store locations all over the world are going through. Every few months, shoppers walk into their favorite store not only to pick out clothes off the rack, but to gaze at the new wallpaper, new decoration, and the new outfits that the employees are forced to wear. Redecorating the store becomes essential, not only as a way to showcase the new collection, but to create a fresh experience for its customers. It’s eye catching, it’s vibrant, and it’s attractive. It works.

Now, let’s take what is going on in the “real physical world” and translate it to “cyber world”.  Most websites on the web are static, plain, and unchanging throughout the year, if not for its whole lifespan. Changes that are made are made because they have to be made; a change in the size of the banner here, fixing the RSS Feed here, and moving to a new host there.  Of course if you are a web-designer/developer yourself, it can be done whenever, but it is time consuming. For others, it is expensive to constantly make changes and re-design for the website.

However, there are ways to make effective changes without having to spend hours in front of the computer or having to pay a design firm a small fortune.To make these effective changes, one must understand that simply having a nice product, and a clean website design is not enough. There are so many competitors on the web, way more than the number of stores that can fit in a block. These competitors are numerous and anonymous. To the person browsing the web looking for the service you offer, your company is just another website; one in millions.

In order to make sure you:

  1. Keep the clients you have
  2. Convert web-traffic into actual clients
  3. Engage the viewers of your site
  4. Stay relevant

We believe that making well planned and client-targeted changes to the website is very necessary and important.

Just as J. Crew puts up winter decorations, and holiday related symbols around their store, a website should follow the same concept. Find out who your customers are and what they relate to, then express that into your website. It can be as simple as a message to the clients on the holidays, or as extensive as how Google changes their homepage logo.

Similarly, Firefox has spiced up their default homepage with an animated image of the Olympic flame:

Whatever the changes, it has to be carefully planned and mapped. Make sure not to alienate any new possible market groups, unless you are prepared to only target a niche audience. Make sure to be politically correct; one of the fastest way to lose a client base is by trying to relate to them and failing to do so because of a typo, cultural misunderstandings (remember: World Wide Web), etc…

Once viewers notice these changes, whether it’s small or large, they will not only relate to you, but recognize and be impressed by the effort to relate to them. It will show the human qualities behind the website, and allow them to know they are working with people as well.

There are of course, more technical changes and updates that a website should go under every so often. These technical changes include:

  1. Cross browser compatible – You want to be sure your website looks the same in all browsers IE, Firefox, Chrome, Safari, etc. You’ll often see sites that render completely differently in another browser. Remember, these browsers come up with new versions every so often. Many times, the new versions may mess up compatibility, remember to keep this in mind.
  2. Consistent branding – If you have multiple stores like Starbucks, you want to be sure to maintain the same interior design, colors, and service across all your stores to keep the customer happy and identify with your brand. Same with online – Facebook, Twitter, your website, your ads, etc should all keep the same typography, colors, and message consistent.
  3. Staying relevant – imagine going to Macy’s website the week before Mother’s Day and not seeing a Mother’s Day sale.  How weird would that be?  Staying relevant and keeping up with the latest holiday / event / topic is important for people to be reassured that your business is up to date and knows what’s up.

In summary, don’t let your website become static. Make those effective changes to keep your website fresh and relevant for your clients. Make sure that it works on all browsers. With time, your efforts will be paid off, and visitors will reward you.

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