Whether coming to our agency for a site refresh, rebrand or identity development – all of our clients have one thing in common: they want to make their business better. But what does that mean? Working back to establish goals and how these goals can be met is essential to determining what the conversion points will be on a digital product being designed. Is the goal increased revenue, customer satisfaction or greater market share? Setting these clear objectives when strategizing design is the ideal way to directly correlate these actions to business results.

Working in close collaboration with marketing teams and brand managers, there is no shortage of business acumen. Through an immersive discovery phase, business goals are translated into actionable digital strategies. If the conversion goal is lead generation, for example, we can better support this initiative by raising awareness of the brand at large through content and visuals.

What is a Conversion?

It can be argued that a conversion is the most important, yet unseen, aspect of a website and it’s surrounding strategies. Conversion determines the ultimate success of a website by way of guiding a user through a site, leading to a purchase, point of contact, sign up, download or contact form. Conversion denotes the completion of any of these activities, leading to a connection between the user and the brand, company, organization, product or service.

Conversions are Unique

Conversions are not created equal and there are no set of hard and fast rules when determining what specific conversions work for any one business. Depending on the nature of the company, a conversion can have many different outcomes and a site may have multiple points of conversion that satisfy several goals.

Conflicting Goals

It’s important to consider the goals of each department within a company. With a single customer facing website, a company must communicate all branches that may have conversion goals from HR, sales, customer service, IT and so on. Assign specific stakeholders from each department to determine top line goals and integrate these into the overall strategy.

Put simply, a website must do more than just look pretty – it has to ‘work’ for the company it represents. Whether it is prompted by a creative team with the intention of designing and developing a new website or your company kicks off a conversion initiative, it’s critical to outline these requirements. Once the site is up and running, measure and analyze the results with ongoing and regular examination in order to fine-tune the strategy and develop new goals continually.