However beautiful your site and however compelling your content, all of that effort is wasted if users hit the homepage and can’t figure out where to go from there. Poorly conceived site architecture is responsible for increasing bounce rates and lowering conversion rates. And, if you think that you have trouble with shoddy site architecture, spare a thought for poor Googlebot, which is nowhere near as smart as the average user and is tasked with making sense of it all. Read more
Archive for Conversion Rate Optimization
Let’s be honest with ourselves: pop-ups, pop-unders, intrusive Flash advertising, and content-obscuring modal dialogues all suck, both from an aesthetic perspective and for site users.
In modern web design, the trend is towards elegance and simplicity; providing awesome content that’s pleasant to consume is the order of the day. But, we have to make money, and that’s what intrusive advertising is supposed to achieve. The web is growing up, and part of its developing maturity is that serious sites that want to make money from content – particularly bloggers – are tying to look less like the flyers we find under our windshield wipers advertising quack remedies in garish colors and fonts, and more like credible publications.
A key driver in this trend is the growing prevalence of mobile. What’s annoying on full-size screens is a deal-killer on the small screens of mobile devices. Mobile first design is largely responsible for motivating the move to simpler pages. Because screen real-estate is scarce, subtle integration of promotional material that doesn’t detract from the overall experience is essential.
When aesthetic requirements and technological trends clash with opportunities for revenue generation, a fertile ground for innovation is opened up. One of the solutions that has arisen to maintain both elegance and the prominent display of calls-to-action takes the form of minimalist, non-intrusive, but very noticeable message bars. Read more