Increasing sales and the 'Maximising Consumer' | Web design for conversions

Web Design Services iconWeb Design For Conversions

1. Introduction

Increasing conversions with web design and development to achieve Internet marketing objectives and wider business objectives; with data from UK research statistics and industry specialists.

2. Increasing Sales and the 'Maximising Consumer'

In the midst of the credit crunch of 2008 / 2009 Internet sales are still increasing. 17th July 2009 figures from the IMRG (Interactive Media in Retail Group) Capgemini e-Retail Index report that Internet sales reached 22.9 billion in the UK for the first half of 2009 and last year predicted that by 2014 half of all sales will be made via the Internet. Internet sales continue to increase year on year. Online growth for the retail sector keeps on exceeding that of the high street despite a predicted growth slow down to 12% for the remaining of 2009.

The report interestingly suggests an increase in window-shopping, a higher number of visit per conversion. This means lower conversion rates and a browse before you buy behaviour pattern. This is a good indicator and sign of the 'maximising consumer,' who is web savvy and browsing before they buy. The Tealeaf 2008 UK Online Transaction Survey found that a whopping 52% of UK consumers surveyed preferred to conduct business online.

3. Website Goals

Defining Goals
Businesses define goals for their business offline. So what business objectives can be set for a website; how are they defined and measured?

What are the 'value events' that are used to measure the success of a website?

Online Business Goals
Online business goals can be split into general categories:

1. Acquiring new business online; leads and customers that will result in future purchases. Increase return visits to the website. Collect data from customers.

2. Reach new customers that are actively searching for products or services in difficult to target markets or wider geographical areas. Use the website and Internet marketing strategy to target markets that would be difficult to target more effectively by any other means.

3. Sell directly online; such as products and services from a product / service catalogue, a booking or subscription facility. Reach targeted customers in a wider or specific geographical area whilst searching for products at particular stages of the buying process. Save on overheads and cost of sales.

4. Online marketing; promote products and services reaching a target audience via online marketing, website promotion and sending newsletters. Instantly provide up-to-date marketing information; easily accessible via the internet or sent directly to customers and new subscribers.

5. Customer Service; Keep customers informed. Reduce administration, print and postage costs. Provide online applications that allow customers to 'help themselves,' such as to information or a free download. Continually keep the customer updated using content management software. Online systems to be accessed directly by the customer, or will send information directly to the customer. Provide facilities for customers to update their own information; submit data that can be stored and administered.

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