/// Design for Action
Your website is the face of your company and the most important marketing tool you have. Effective graphic design and user experience is the one of the most important aspects of a website to help grow your business. Believe it or not, there is a difference between nice-looking graphic design and compelling, user-oriented graphic design. Good design can lead to a major growth in online sales while the other does little more than looking pretty. Effective graphic design focuses on user experience while remaining aesthetically appealing. You need to think beyond graphics and into the experience your customers have with your website.
Conversion Optimized What . . ?
Growth Spark's design philosophy centers around the concept of conversion optimization. We work with our clients to identify the key actions they want their visitors to take. These actions, or conversion goals, become the center of our design strategy. Conversion goals can vary greatly depending on the client's unique business but often include increasing lead generation, ecommerce transactions, premium content subscriptions, social media followers, etc. By focusing on designing a website around conversion, Growth Spark is able to create clear value and ROI for its clients.
Further delving into the process of conversion optimization, Growth Spark has developed a unique methodology called SEEK Conversion that depicts the 'visitor lifecycle' of your website's visitors as it pertains to increasing conversion. This methodology is broken into four phases: Sourcing, Engagement, Enactment and Knowledge.
Sourcing
Sourcing focuses on the channels to which your visitor will enter your website. Understanding these channels and what brought a visitor to your company, better allows you to plan for creating conversion. Aligning your keyword strategy with landing pages tailored specifically to topics relevant to that keyword will turn search engine visitors into likely conversions.
Engagement
Engagement addresses the necessary objectives for visitors once they've arrived to your website. Looking at how your website and content engages your visitor, the SEEK Conversion methodology builds four key characteristics: trust, authority, interest and understanding. Without establishing each of these four characteristics through your design, visitor conversion is greatly diminished.
Enactment
Enactment addresses the process of getting your visitors to take action after sufficient engagement has been established. Through creating multiple levels of enactment at different levels of commitment (i.e. project inquiry forms vs. newsletter subscription sign up), SEEK effectively creates conversion amongst visitors and adds them to your sales pipeline.
Knowledge
