We live in the Information Age where marketing is primarily driven via one or more of the digital platforms like social media, blogging, vlogging (Video Blogging), and brand websites. Global statistics show that almost 50% of the global population has access to the Internet via one or more devices like a mobile phone or tablet.

It is also worth noting that brands with brick-and-mortar stores, and who do not have a robust online presence are battling to stay in business. Companies like Toys R Us who have been in business for over 70 years closed over 800 stores in June 2018. The company declared that it is bankrupt but has since called off its bankruptcy action.

Further statistics show that up to 46% of all SMEs (Small-Medium Enterprises) do not have an online presence. Therefore, the text mentioned above highlights the extreme importance of ensuring that all companies have an online presence irrespective of their size or target audience. Additionally, the need for a robust digital presence spearheaded by a usable and user-friendly website is highlighted.

The purpose of a usable and user-friendly website

At this juncture, it is vital to note that the main aim of a company’s social media strategy is to drive traffic to the brand’s website. And, the primary aim of the website is to convert visitors into returning customers. In fact, it is commonly acknowledged by brand marketer and website design agencies like LinkHelpers Phoenix Website Design Company that it is far easier to keep customers returning than it is to convert visitors into repeat clients.

Websites that drive customer conversion rates

Therefore, the question that begs is how do brand marketers ensure that their client’s website is optimised to convert visitors into returning customers? By way of answering this question, here are several top tips highlighting website design best practice:

User Experience (UX)

A website’s user experience is vital to the success of the brand. Simply stated, a visitor to the site will continue browsing the site and ultimately answering the Call-To-Action if s(he) has a positive experience whilst on the site.

Conversely, if a site is confusing and over-complex to use, the chances of a visitor navigating off the site and looking at a competitor’s site is very high. Therefore, it is important that the company employs a UX specialist to make best-practice recommendations during the website’s design phase.

User Interface

A website essentially consists of two major parts – the user interface (front end) and the business logic (back end). The user interacts with the website’s business processes through the user interface. And it consists of elements like web pages, menus, buttons, text, and graphics.

Thus, it stands to reason, as with the site’s UX, the user interface plays a critical role in converting visitors into returning customers. A poorly designed user interface will have the opposite effect and drive users away from the brand and into the competitor’s arms.

Final thoughts

As this content emphasises, developing a website that drives customer conversion statistics is not simply put together by an in-house team. It requires a design process that is overseen by expert UI and UX designers who know and understand industry best practices.

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