Design and the Bottom Line

We’re frequently asked if a website’s design can have an effect on your bottom line.

In a study performed in 2007, the answer was an overwhelming “Yes!”

The design of your site impacts the bottom line in a number of ways. For our purposes, we’ll address what we consider to be a couple of the more important ways that design impacts your bottom line – credibility & conversion.

Credibility

User surveys have shown that one of the primary indicators of a site’s credibility is the site’s design.

As an example, let’s look at a (hypothetical) site claiming to be an authority for providing financial advice. Loading such a site with animated images and cartoon characters on a flashy background is not the way to build credibility.

On the other hand, a site built to demonstrate cartoon development would probably not fare well if it consisted of a subtle design presenting an ultra-conservative presence.

The success of our designs is the result of a carefully thought out process involving evaluating your site’s purpose and stated objectives, a creative approach to highlighting your message and an almost obsessive attention to the small details so often overlooked in this age of instant everything.

This in no way implies that your site shouldn’t “break the mold” when it comes to site design. Deviation from the “norm” is often the key that sets your site apart from the crowd – when it’s properly executed.

Conversion Rate

In the study referenced above, one of the more prominent benefits of having an effective design was an increase in conversion rates.

In other words, more people were buying the product than before. Even if your site’s purpose differs, there is still an important lesson in how the site design can contribute in meeting your goals.

In this particular study, the conversion rate (in this case – the number of visitors that made a purchase) went from 2.73% to 4.56% – almost double.

Consider the impact that this increased conversion rate would have upon your bottom line.

The benefits of permanently doubling your business versus the one-time cost for an effective design really makes this decision a no-brainer.

Whenever we undertake a project, our goal is to provide you with a design that enhances your credibility, adds to your branding and, in the case of re-designing an existing site, to improve your ability to realize your goals.

It’s important to recognize that the majority of top-ranked sites didn’t get there overnight. Incremental improvements and a constant focus on your site’s purpose can, and will, lead to some impressive results.