Data Driven Design. Or How to Increase the Conversion Rate of your Marketing Products
The high competition is pushing us to search for new ways to find, attract, and retain new customers. No matter what business you run, you need clients. And, one of the key elements of attracting new clients is design – your website, videos, brochures, flyers, presentations, business cards, and so on. They can look great, professional, but… what happens if they don’t give new clients? You can spend thousands of dollars on designers and get no return. It can sound fantastic, but that is what many companies do. They trust designer who offers UX/UI design based on current trends. And… it doesn’t work.
The worst part – company don’t even ask “WHY” it doesn’t work? In a matter of fact, the answer is pretty simple – conversion rate. Conversion Rate can be explained as the ratio between the number of goals achieved to the number of opportunities in percentages. For example, you post a new image on social media. You reached 1000 people and only 10 of them clicked the “Like” button. If your goal was to get the “Like”, your conversion rate is only 1% (10/1000 * 100%). It is a simple example, but it clearly illustrates the point – you need to know your Numbers. And, moreover, you want to increase them.
So, what is the solution? Based on my experience – the solution is A/B testing. For the last several years, I had more than 150 clients (companies, individuals), and only several of them were interested in checking their conversion rate. Wanted to know how different design affects the result. They ordered several versions of design and tested them, checked numbers, and constantly improved. As the result, their marketing materials really worked and brought much more money than they spent.
You never know for sure what design will work. You may like it, but it doesn’t mean it gives you money. And, it is particularly important for the start up companies. I worked with dozens of new companies who were raising funds for new product or service. Most of them were short on money, and ordered the presentation only. Just imagine to make the right presentation for the new product, when it doesn’t exist yet. No real cases. No data. No brand style. Only Idea. In this case, it is guessing. The only solution here is constant testing. You need to have at least 2 versions of design to understand what works and, then, keep improving it.
Today, we are moving away from the paradigm of “Nice”, “Professional”, “Attractive” design, and move to Data Driven Design. When Data determine what design works and what doesn’t. Click “Like” and leave comments if you agree. If you are open to this new idea and want to discuss it, feel free to contact me.
