Building A Better Conversion Strategy

Whether a business to business (B2B) or direct to consumer (DTC) site, the one single metric that crushes all others in significance is conversion rate. Frankly, it’s all about the visitor. Their capacity to complete tasks easily and quickly is where web usability comes in, working to define the user experience.

It may seem surprising, that while bringing people to a website is not that difficult, its the matter of actually keeping them there, engaging them and ultimately convincing them them to invest and return is a feat of incredible strategy.

Its safe to say that usability and conversion, working in tandem, are critical to a sustained, and ultimately successful, relationship with a service or good. It is not enough for a web experience to simply function – a human can simply exist on junk food for a short time, however, in order to thrive and operate optimally, it must be maintained.

While seemingly all in the same language usability and and conversion have different varying tasks, but work in tandem toward one goal: turning visitors into repeat customers. It’s critical to pair the two together to deliver an integrated approach to user satisfaction.

Enriching the experience of usability cannot be focused on enough. Usability is the proverbial ‘warm and fuzzy’ users didn’t even know they were looking for, but felt because they found something useful. Focusing here on the user, usability must address both design, functionality and communication.

Usability improves user experience by predicting user behavior. Through research and testing, the discovery of what a user really wants to accomplish on a website will come through and a clear path should be designed accordingly. Communicate what should be done on each page and how to do it.

The main reason a user finds a company is because it fills a need or solves a problem. If this company is truly the right solution, then all the information they need will be at hand within a few clicks.

All messaging should drive toward the ultimate call to action. Certain design features have a direct influence on conversion and when they are done right, visitors will be compelled to make the move toward choosing the company at hand. Accomplishing what SEO works so hard to achieve, the pairing of usability and conversion optimization delivers an authentic approach to user experience.

With a solid understanding of the brand or organization and its users, a clear website usability and optimization strategy will turn visitors into satisfied customers.

Vanessa Petersen

As Executive Director of Brand Strategy based in ArtVersion’s Portland office, Vanessa manages both national and West Coast accounts. She brings with her a passion for strategy with extensive experience in creative marketing, brand growth and development. She is a true advocate of storytelling and brand building from the inside out, and her keen knowledge of the marketplace, trend patterns and usability lead her to identify opportunities that can inspire powerful design strategies.

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