Conversion Design: Look Before You Leap
Jul 13th, 2007 by Jennifer LeClaire
There’s an entry-level, albeit helpful article in the Intranet Journal that’s actually refreshing. It lays a foundation for Pedro’s Conversion Design concept by heralding the virtues of looking before you leap into a portal redesign. Far too many enterprises jump on the fast track to redesign without ever taking a look at their analytics. That’s a recipe for leakage. In the case of a portal, it could mean the loss of productivity.
Conversion Design takes into account where you are now before you decide to make changes. In this way, you can take measured steps toward optimizing your design to drive a higher percentage of conversions rather than potentially killing your sales, leads, or other goal.
Conversion Design is a never-ending process. No, I’m not saying that you should make changes to your site every hour of the day, or even every day, but you should watch your analytics to see trends and continue down the path to A/B and/or multivariate testing when you’ve identified problems, trends or opportunities.
Don’t just follow your gut. Your gut and the visitor’s gut, after all, may be saying very different things and your visitor is in the driver’s seat. Follow your stats, make changes under the principles of Conversion Design, and then watch your stats again. You’ll be glad you did.
“>Click here to read the article in the Intranet Journal.
