One in ten small businesses focus on website conversion

New research reveals that half of website consultation time is dedicated to designing the look of a website rather than its selling functions.

New research reveals that only 9 per cent of time spent in discussion with a website designer is focused on conversion and even less time is given over to branding, with just 3 per cent of the process spent developing the brand in relation to the website.

The survey carried out by Digimax finds that for a great many, ensuring their website actually works for them and draws new business and sales is secondary to the way the website simply looks.

Although 98 per cent of businesses say they build a website to make more money, a staggering 91 per cent do not consider this when getting their design completed.

88 per cent of the time is based on design, content, layout and graphics and it would seem experts are neglecting conversion and branding which are the main tools used to encourage potential clients to contact you.

The new research finds that when it comes to initial design consultations many in the web design industry are focusing on aesthetics with businesses stating over a quarter (27 per cent) of discussion time was spent on layout followed by pictures (16 per cent) and graphics (7 per cent).

Content takes up 38 per cent of the time and is obviously important when it comes to capturing their visitor’s interest, but if that interest is not converted to an enquiry then effectively businesses will be losing money.

A lot of thought goes into developing a website. We all want to create an eye catching user friendly platform, however the underlying objective should always be to make sure your investment works for you. Your website needs to do more than just encourage visitors, it needs to turn visitors into clients.

Shaz Memon creative director at Digimax comments, ‘Website conversion is a very important factor to take into consideration when in discussions with your web designer. Businesses can often be lead down a path which hasn’t been crafted with clear actionable objectives which are the key to the success of their online marketing strategy.’

‘Having a marketing website is almost pointless if it is not presenting your company with the opportunity to convert visitors to customers effectively.

‘Conversion is about purchase beacons that are clearly defined and set out, integrated through a beautiful user experience that increases the chance of your visitor making contact with you. An experienced marketer and designer should be able to deliver a rounded experience that delivers on all fronts.’

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