“ Design is not the way it looks, but how it works “ – Steve Jobs
Websites have become so optimized these days that tech companies measure every single thing. There’s almost nothing left to intuition.
With the help of A/B testing tools, website owners can accurately measure what page, or what image or even what text makes more money.
There was an article which came out a few years back which mentioned that amazon loses over a billion dollars if the website is slower. This is the level of optimization dony by large tech firms. And although you don’t have to go to this extreme, it’s good to know some basic concepts that you can put in place.
Forming a Plan
When it comes to creating a website, you need a plan. What do you want the user to do? What is the process?
Without a plan, you won’t be able to move forward.
Here is a step by step process to consider
Portraying value in a few Seconds
The objective of a homepage is to showcase the value of your business, quickly and make the user take action.
The ways companies do this is by having an explainer video with accompanying text that pushes them to see the video.
For an e-commerce company, it will be the image of their bestselling products.
For a services company, it will be a message that addresses the pain point of the customer and how the business can help.
Pandadoc nail this. They understand that their customers spend a lot of time in sending proposals and quotes and let them know that with Pandadoc, they can save hours.
Social Validation and Proof
The next step of the way is to establish credibility. The best way to do that is by mentioning the companies you are associated with.
When a potential customer sees this, they hold your company in a higher regard because they see who does business with you. The big company’s credibility rubs off on you.
Here’s another example from Pandadoc. Their text establishes that they have over 8,000 clients which is a big deal and there are large corporations who use their tool which establishes their authority.
Finding the core pain point of the customer and making them relate
Once you’ve established the value proposition, it’s time to get in-depth. You’ll need to get into the specifics of who the product is for and how they can use it. This speaks directly to the customer and will make them relate.
Here is an example from Clearbit.
Clearbit has identified each of their customer personas and have created a small section targeting them. They give a sneak-peek into how they can use the tool and guide them to another page which goes into detail on how they can use the product.
Another way you can relate to potential customers is through Case Studies. Case Studies are a great way of grabbing attention of future customers. Case studies are meant to showcase success achieved by businesses that are similar to ones that you are trying to close.
If your business is about targeting real estate firms, then a case study around a successful experience of a real estate firm will increase your odds of closing business.
Here is an example of a simple case study from a company called SG Offices whom helped Novatise in searching their office space in just 2 viewing sessions.
Call to Action
The title of this article is center around Web Design affecting your revenue. This is the section where we cover that.
Call to action is the major part of your website. Visitors to your website have come for a reason and communicating with them personally will help your business improve it’s revenue considerably. Here are a few ideas.
A Free Trial : Having buttons around the website that pushes the user to sign-up for a free trial helps in getting them to the next step. This works especially well for software/saas businesses. This shows intent.
Get on a Call : Placing a ‘Schedule a Demo’ button is a great way to close prospects who are highly interested but are on the face about a few particular things. For many users, getting on a face to face call is what convinces them about the credibility of the business and the potential of the product in solving the problem.
One of the most underrated aspects of a business is the onboarding process. When a user signs-up or gets into a free trial or even communicates with your business. You need to make them go from zero to success in a matter of minutes. They need to be able to see the process and quickly understand how your business will help them.
This includes making them see a tutorial, installing the right extensions and even giving them tips on how to go about things with your software.
Getting the Tools in Place
None of the above works without useful tools in place. Here are a few tools we use.
- Calendly : This is the scheduling tool that everybody needs to use. It’s simple and it lets your user pick a time and date for the call. The interface is intuitive and it just works!
- OptinMonster : OptinMonster is a solid tool for lead generation. That is, collecting the email addresses of your visitors. It also displays pop-ups that you lets your users schedule a call.
- Intercom : This is a great tool for onboarding users and giving them a positive experience within the first few minutes of using your tool.
These are the ways revenue can be increased on the website. Without these strategies and tools in place, it’s almost impossible to keep increasing revenue in this day and age where there are a dozen competitors for every niche.
If you want to build high converting websites, reach out to us at Novatise.
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