Many business executives overlook importance of web design in overall marketing performance, but truth is it can make or break your campaign, especially if you’re marketing online. While your company marketing may be what gets grabs people’s attention and gets them to take action, your web design will often decide whether or not they make the purchase.
Here are some strong arguments to prove the importance of web design in a marketing campaign.
Studies show that 75 percent of people judge the credibility of a business based on the design of its website. Obviously, credibility has a direct relation to how likely people are to make a purchase. That means that you are losing customers if your site has poor design. You need to ensure that your website conveys that you are a legitimate and trustworthy business, which is often determined by the quality of the web design.
Another strong argument for web design is that; web design has a direct impact on conversion. Changing simply the design elements of a web page for a marketing campaign can produce big lifts in conversion. In competitive advertising channels, small lifts in conversion can give you the edge over your competition. Making more profits from your advertising means you can purchase a higher volume of ads and push out other advertisers.
Even if you’re advertising in offline channels, people will try to go online to check out your website. It’s like your website is serving as a digital business card. You need to make sure your web design reflects your marketing efforts offline as well. A disjointed visual presentation can make your marketing lose the intended impact. You need to deliver a cohesive design and experience to continue the prospect’s conversation from the initial offline contact.
And speaking of continuing the conversation, you need to ensure that your brand’s message is clearly stated on your website. Being that the visual presentation is a large part of your brand’s core message, you want your web design to communicate what your brand is about. You basically want your design to make a good first impression while also leaving a lasting impression.
Web design is also more than the visual presentation of a website.
It also consists of usability, user interface and site architecture, which are all things that are underneath the surface. Improving these aspects of design results in a lower abandon rate, higher time spent on site, increased referrals and improved conversion path. To maximize the results of your marketing campaign, you need to work on improving these areas of design.
Since you’ve read all these points, you should be able to gather how important web design is in a marketing campaign. It impacts the effectiveness of a campaign both directly and indirectly. That’s why it’s a smart decision to invest in quality web design if your website currently isn’t up to par.
Written by Goran Paunavic Graphic Designer