Additional View’s unique process of website design and development is called Customer Conversion Architecture™. This is the process of designing and building a website to facilitate the conversion of website visitors into satisfied customers. The methodology takes into consideration online consumer behaviour and ensures the website meets the needs of your target audience and achieves your primary business or organisational objectives.
Developing a website which meets the needs of each type of consumer takes more than a shotgun approach typically used to deliver a website. It is important to get the most from your digital investment and a proven website marketing method should be employed when designing and structuring the website in order to realise a positive return on your marketing investment. Additional View achieves this by applying our Customer Conversion Architecture™ methodology to reach your target market and facilitate website conversions.
A website conversion is determined by your digital marketing objectives and could be one of many tasks consumers are able to complete on your website. Typical website conversions might include the purchase of product or service from a shopping cart, filling out and submitting online forms, subscribing to a newsletter, or helping customers find information quickly and affectively.
The Additional View Customer Conversion Architecture™ method of website design and development is based on three key factors:
Consumer becomes aware of a product or service need. This is where search engine marketing becomes important. You need to be in front of the user at the right time, in the right context.
Consumer clicks though your website looking for information cues which matches the need. The first impression is everything and it is important not only to consider what the user is expecting to see, but how the user enters the website.
Consumer engages a website which may meet the need. The relevance of the imagery and text is important and the readability of the website in order to facilitate a deeper interaction with the content.
Consumer uses the websites tools to help make a decision. Usability is of prime importance and a deep understanding of how different types of customers behave is important. Do they respond to tools, imagery or text?
Resulting website sale, subscription, or customer action. The customer has not only achieved their goal but the business or organisation marketing objectives are achieved.
Customer support to create website stickiness and build loyalty. The most neglected part of a website strategy. If investing dollars to win back a consumer over and over again is not an option then you need to consider an effective maintenance strategy.
The structure of the website is often referred to as Information design, also known as information architecture and is a combination of organising, labeling and navigation design of a website.
The structure and design of website information should facilitate some kind of customer task or action. Information design like this often falls short of meeting the marketing objectives because it only focuses on organising the information.
Customer Conversion Architecture™ manipulates the information design above to assist the consumer in making a decision. This involves applying our methodology to structure links, information and navigation to achieve the primary marketing objectives.
The result is a targeted website which considers factors such as the user experience and the six stages of the online consumer decision making process.
To find out how Additional View can employ its Customer Conversion Architecture™ method to design, build or improve your website contact us.
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