Becoming a Customer (Part 2)

Can your web site design (not the content) help you get more customers?

In our first article on <becoming a customer>, we discussed the content aspect – having a clear call to action on your site. In this article, we are going to investigate whether the visual design elements of a site can help your visitors become customers.

You should always have a clear call to action

I remember the very first user testing we did years ago. We identified a person who would be a great potential customer for our new client and had him go through their existing website, sharing his stream of consciousness as he navigated the site through the tasks we gave him. The web site’s “clear call to action” was a flashing red button in the right column. Our tester mentioned it only briefly – “I’m not looking at the ads in the right column”.

Ouch.

That customer learned a good lesson that day. People were ignoring their call to action. Think about how ads work today on many websites, especially news sites. They used to have banner ads and right column (and left column) ads. Now most of them use inline ads. You read a paragraph. You are interested. You want to read more. As you scroll down the page, you see the inline ad and then your content. You have just interacted with the ad – an ad you may have skipped had it not been right in line with the content.

This is actually one of the exciting parts of what we do in this business. Design matters! Sometimes (often times) it is a subtle change that makes all the difference. Change a button from blue to green and suddenly people start filling out your form. Move the secure transaction logo next to the complete transaction button and suddenly people start buying your products. Move your call to action from a side column to inline with your content and the phone starts ringing.

Suddenly becoming a customer is easier for people on your website. And if you’d like help making your design work FOR you, you should work with us.

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