Best Tactics: On How To Design A Website and Boost Your ROI
Your website is the foundation of your online presence, online marketing, and online revenue. So, it must be top-notch if you want to enjoy excellent ROI. Of course, your website is even more critical if you have no brick-and-mortar stores. Sometimes, your company website is the only medium that drives your business to prospects and sales.
Many brands and businesses have the whole process in place. Begin by designing an attractive, interactive site, mobile-friendly, and, at the same time, suitable for desktop users. Next, provide all the support they need to purchase online, order products, and pick them up in-store. Finally, generate fresh and engaging content, with clearly defined and compelling CTAs (calls to action).
This process is done through a funnel system, channelling customers down a stream that ends with your sales team. Hopefully, it builds a relationship with a loyal customer or generates a new business lead. However, these processes, a fundamental aspect of modern design, don’t do anything to increase your ROI. Preparing your marketing and sales funnel is not the same as optimising your funnel.
So, here are nine tactics to design a robust website and boost your ROI.
1. Ensure a Mobile Friendly and Responsive Design
First, make sure you have a mobile-friendly and responsive website structure and ensure you have optimised performance, so your users don’t leave disgruntled.
You can simply optimise your site’s performance by converting your drop-down menu to a fold-up, hamburger-style list on mobile. You could also change the fonts and typography, to be more helpful in browsing on smaller displays. Whatever the approach, set a series of tests to determine the best setup or design to ensure your site is compatible with mobile devices.
2. Scale, Analyze, Extract and Improve
Analytics is one of the most critical systems and tools you’ll apply in online marketing and sales. If you want to boost your ROI, you have to know and understand your audience, traffic, market trends, and how they relate to your business. The only way to obtain this actionable data is to track and monitor. Then, you will need a reporting system or teams to examine and pass along any useful data.
3. Keep Your Content Fresh
You can’t be renewing your products or service offers all the time — it’s just not economically or physically feasible. But you still need new, engaging material to attract your customers continuously.
That’s where content creation and content marketing come in. In the past, evergreen content was a real concern. You wanted to create relevant and engaging content regardless of the post date. While evergreen content is important, refreshing old content is as advantageous as creating new content. The key is to connect the gap between these two types of content, so it stays both fresh and evergreen.
4. Focus on the Value
While it’s essential that you provide the best product in the market, and even if you receive recognition for this for several years, your customers will not relate to this performance. They want to know why your product or service is different and how it will provide a solution to their needs.
If you look for ways to boost the ROI for your site, you should focus on the value and benefits you can provide to your audience. This involves delivering useful, engaging content or insights. A product demonstration video with real customers is a suitable example, rather than a conventional marketing advert.
5. Establish Trust
Your site should strive to build and establish trust, even with prospects paying a visit. Provide and feature testimonials, product reviews, reliable contact information, and more.
6. User or A/B Testing
A site design, theme, or template may seem perfect for your brand to you. Unfortunately, your team aren’t the right audiences, and that taints your user experience. The best people to decide if your web design looks excellent and provides the correct user experience, are your customers.
The only way to determine this is through user or A/B testing processes. Before every new site design rollout or redesign, ensure you review the new design and content through user testing procedures. Find out how your prospects will react before making anything permanent and live.
7. Pay Attention to Bounce Rates
From marketing and sales to web design and content creation, every employee influences the bounce rate and should understand their effect on this rate. Your bounce rate is the percentage of visitors who leave your site without visiting additional pages. For various reasons, they land on a page, browse swiftly and bounce, never to return for multiple reasons.
Many factors affect bounce rates, some are more important than others, such as:
A new product launch
A campaign that’s making users turn off your brand
A problem with the on-site experience
8. Customize Everything You Can
The modern design borrows from development components called “cookies,” which are user-based web caches. The beauty of this feature is that you can customise and create a unique experience for your audience. Returning customers, for instance, can be presented with an individual greeting or notification after logging in.
- Mobile is all about customisation, and it’s essential for your customers.
- Present targeted product or service recommendations.
- Send out customised greetings or promotions.
- Produce a unique, customer-focused experience that will keep your buyers coming back.
9. Multi-Channel or Omni-Channel Marketing
Multi-channel or omnichannel experiences are not just advantageous, they are essential. That’s because the average user is visiting the same sites and apps on various devices. For instance, mobile customers might also be browsing from a tablet or desktop, but then visiting a store and making a purchase.
Ensure your website is the extension of your multi-channel offering. Include it in your social and conventional marketing campaigns. Discover ways to integrate your site with your local stores or physical locations. Create a mobile app that enables you to track down products in a large department store, locating them in their exact places on store shelves.
It Starts With a Good Foundation
Keep in mind that, before you can even concentrate on optimising and boosting your ROI, you must ensure you have an effective design set up. That could include extensive user experience testing and various returns to the original drawing board or planning process.
Don’t worry too much about your ROI until you make sure you have a practical solution in place. But once you do, spend all your efforts following these tactics to transform your site into a powerful tool in your marketing strategy, making you a prominent brand in your industry. If you want to know more about designing a website, we are more than happy to help you develop a powerful website. Contact us today and boost your ROI.