The Importance of Designing for Conversion

Most clients want help attracting more traffic to their site. But more often than not, the real problem is that they aren’t converting the traffic they’re getting. Designing without a proper understanding of a typical user journey is the primary cause of this problem. Pear doesn't start by creating designs, but rather collecting actual visitor data, and then creating data-driven designs. Try answering this question:

What do you want visitors to do when they come to your website?

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  • Call you ?
  • Give you their email address?
  • Buy Something ?
  • Read more about your business or services?

Your site’s design should be guided by this goal. If there is no clear message or next step for your visitors to take, they’ll leave. You have about 5 seconds to communicate who you are, what you do, how you're going to help MY business, and why I should pick YOU to help me.

Studies conducted by KISSMetrics report bounce rates as high as 70-90% on pages that are poorly designed to encourage further reading and engagement. Why pay a lot of money to drive traffic through SEO and PPC only to lose them because of a poor user experience?

Great Web Design = Great User Experience

Your website design should take more than just aesthetics into consideration. When we take on an SEO project, we usually find that the website is not built to be optimized for SEO, nor is it designed to support other Internet marketing efforts. Pear will overhaul your website with two things in mind:

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    Content Organization

    How will information be structured, and how will new content be incorporated? We’re talking more than just adding a blog; we’ll see what the navigation structure looks like, and how we can design the site for continual engagement.

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    Usability

    Does it take 5 clicks for a user to get to useful information? Does your navigation tree require a steady hand to mouse over all of the levels? Using our advanced analytics capabilities, we use data to improve the user experience, which can drive more leads for your business.

Our Approach to Web Design

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01. Start with the Goal in Mind

We start every web design project by thinking about what visitors should be able to achieve while on your website (micro and macro conversions). We also use market research to see the context that your visitors will have when they arrive at your site and to identify how you may be able to stand out from your competitors.

This will help us highlight your competitive advantages. We can even record visitors who try to complete specific tasks on your site so we can uncover any issues with navigation or content.

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02. Implement Best Practices (Don’t Reinvent the Wheel)

You should expect your web design company to recommend best practices for usability for your site — not reinvent the wheel for each new website. One of the things you are paying for is their expertise about what works best on the web.

We do not suggest widely different, unique schemes; they might look one-of-a-kind, but they compromise usability and confuse your visitors. You can be confident that our design proposals will follow best practices tested and proven by thousands of other websites.

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03. Provide User-Friendly Control

Our websites are always built with long-term use and management in mind. Even now, we find many clients who still have to call their old developer and pay an hourly rate to change text on their website!

Our websites are built on user-friendly content management platforms, like WordPress and BigCommerce, where clients will easily be able to edit text and add new content in the future. In many cases, we develop custom post types to manage content in a custom, and even automated way, avoiding hard-coding as much as possible.

Our Process

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01. UX Review

Using a variety of tools, we’ll collect quantitative and qualitative data to determine how users want to engage with you.

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02. Wireframes

We begin laying out some of the major sections of the site, including the homepage and product or service pages, and decide what kind of content each section will have.

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03. Design

The wireframes are transformed into full scale desktop and mobile designs using your branding and color schemes. We can also develop custom illustrations to explain products, services, or processes.

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04. Development

At this stage, we begin to code the website and determine what backend functionality will be required to allow your team full control for quick and easy updates,such as adding new downloadable content.

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05. Integrations

In this step, we integrate your analytics, marketing automation systems, SalesForce, or other tools into the website.

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06. Test & Deploy

Once the site has been fully tested and vetted by your team, we will make all of the necessary DNS changes or upload the files via FTP to your server, or host it on ours. Pear can provide full support with hosting and maintenance.

What to Expect

Our team provides an end-to-end web design service, including:

  • Preliminary testing and user experience audit
  • Initial wire-frame layouts and mockups, including mobile
  • Information architecture review for your new site
  • Calls-to-action and engagement points for site visitors
  • Attractive, modern, and mobile-friendly graphic design
  • Search engine optimization of the new site
  • Site map audit to determine proper redirection (Many design firms miss this step)
  • User-friendly back-end administration and training for your team
See Our Web Design Work