Creating an asset that converts
“Design is not just what it looks like and feels like. Design is how it works” – Steve Jobs
Your digital assets are the first point of contact between your brand and your potential customers. The website is the first point of attraction for your audience, and determines if they will stick with you for the rest of the way. So it’s important that design plays a prominent role in your strategy.
Often we assume that to ‘design’ something simply means to make it aesthetically appealing. However, when it comes to designing your brand or your website, you would ideally want to go for a design that converts, rather than just looking pretty. The Data Duck uses UI/UX professionals and a data scientist to craft a combination of great looks, intuitive navigation, and an easy access to the information your customers want. And when your customers get what they want, they are likely convert.
In order to build such a website, you would need a highly data driven web-design process. We start from basic information like who are your customers and what do they want, to in-depth data like how they navigate your site or which colour of CTA buttons get more clicks; data can answer a lot of questions. Understanding and leveraging all this data helps you place design elements that will prompt the user towards converting to a lead…
The Data Duck works hard to understand your business from a user perspective, through a series of persona building exercises. We dive deep into your analytics data, poring over heat-maps, user-flows and search queries. We collate and interpret all this data to finally craft an experience that delights your audience with the entire look and feel of your brand, while also subtly guiding them towards conversions.
- Understand and leverage user-behaviour to generate more leads.
- Build a strong brand identity across all channels.
- Create a database for future prospects.
We have spent 11 years understanding the subtle ways which presentation, repetition, and other visual or sensory artifacts can influence the design making patterns of consumers – having worked with large organisations in the government, luxury, consumer goods and leisure tourism space.
Qualitative data is important. Following the numbers can help you find what visitors value and what they do. But it doesn’t tell you why they like it. And understanding that requires qualitative data. We are pushing the field by getting qualitative data and modifying designs based on this data. We use using beta-testing systems from a range of automated programs and focus groups to get powerful, direct feedback.
A good data-driven design program will always use both kinds of data. Testing, analysis, and feedback systems are continuous, rather than one-off, and therefore provide deeper insights on what visitors prefer and want the websites they visit to do for them. It is this kind of deep-digging which pushes the horizon of design forward in ways which are meaningful for users.
Increasingly, our data-driven design has found that design decisions should be tailored to specific audiences. Right now, this is most commonly seen as different landing pages or page elements for different geolocated areas. But we have segmented design by audiences even more: by age, spending habits, for example.
Testing for data and then using that data to modify design is more expensive than just going straight to aesthetics, that’s true; but even small, focused efforts can result in big improvements for clients, and the increasing ability to meet the goals of the websites we’re building.
We’ve had several clients walk into our offices wanting their website redone. They have no clue where their website is going wrong. It’s designed beautifully, looks modern and trendy, but why is it not getting leads? As the saying goes, “all that glitters is not gold”; the same can be applied in web design, “all that looks beautiful is not functional.” If a website looks great but isn’t getting you the desired results, you may want to consider a redesign of the look or the content. This is where a data-driven web design comes into play.
Mobile vs. Desktop
Using Google Analytics can help you discover which device your target audience is using to visit your website. Nowadays, it has become almost criminal to not have a mobile friendly website. With smartphones becoming minicomputers, websites are only a few taps and a swipe away. Mobile responsive and mobile friendly are two completely different things – mobile friendly is a website crafted for the mobile experience, and not just a desktop version fitting well onto a mobile screen.
Google analytics provides a percentage of how many visitors were using a mobile device and how many were using a desktop/laptop. The Data Duck will therefore opt for a design which doesn’t require too much navigation. Also, we can conclude that your target audience is mostly on-the-go, and too much text can be a turn-off. Figuring out where your target audience is coming from can prove to be a major step
Go with the User Flow
User flow helps you figure out where your traffic is entering and exiting your website. How the traffic navigates through your website, and where they stay or leave. This data is crucial because it can help you map out your website. At the moment, the pages that have important you have inner pages page that have important information about your product or services – traffic isn’t reaching this page – only a few ip addresses reach this page and this is likely to be your team members, or people within your ecosystem – suppliers, friends family etc.
The path to the page at the moment requires a lot of thought – and careful navigation. If any path is complicated then most users won’t bother taking those steps. Ease of navigation plays a huge role in lead generation. You have to make sure your audience goes through everything you have to offer and that too easily. We will analyzing User flow and ensure easy navigation for your website.
In Google analytics, we can measure how the website’s content is performing. Is it engaging enough to keep the user on the site or do people come on the website and leave instantly? Content can make or break a website. The Site Content section of Google analytics shows how many people came to a page, how much time they spent on it and also how many of them left the website soon after. Most of your pages have an average time of a few seconds (from unique visitors) – your content may not be engaging enough to make your audience stay. We wil need to rework your content. Considering the attention span of average users, too much text can be a turn-off, we will make infographics for important information.
A website redesign is never an easy task. Before finalizing a design, we make sure we A/B test it to see which layout, color, CTAs perform better. You need to have a data-driven web design in order to provide full value.
Redesign with the Data Duck isn’t an expenditure, it’s an investment that always pays off
Looking forward to a partnership that helps both of us grow.