Ways Wireframe Design Enhances Conversion Rate Optimisation

“Every aspect of marketing is entirely useless unless it produces conversions.” – Jeremy Smith on Marketing Land | Want to win fights with your web designer?

The principal goal of a business is to make money by selling products or services. Without a means to generate income, there is no reason for the company to exist. In today’s digital world, marketing strategies have had to shift towards online marketing strategies and tactics, instead of relying upon print media as a primary advertising tool.

As the quotation mentioned above by Jeremy Smith notes, there is no point to developing and implementing a marketing strategy if it does not drive product sales.  This comment is especially true in the context of a business website.

It is important to note that the primary aim of the company’s website is to convert visitors to the site into returning customers. In other words, the rate at which the website turns visitors into repeat customers is known as Conversion Rate Optimisation (CRO). Moreover, as the link https://www.polishedpixels.com.au/website-service/ux-usability-service-sydney/conversion-optimisation explains, a site’s usability relates directly to its conversion rate.

Ways in which wireframes improve CRO

It is an acknowledged fact that using wireframes and usability testing during a website’s development life cycle increases the site’s usability and user-friendliness. Therefore, as stated above, it stands to reason that the more accessible and usable a site is, the higher its conversion rate will be.

By way of further explanation, here is a list of some of the practical ways that Polished Pixels wireframe design improves a site’s usability:

Tests usability

The more usable and user-friendly a website is the higher chance that the user will be able to answer the site’s call-to-action. Wireframing is one of the best ways to test the usability of a website.

Basically, a wireframe is a black and white sketch that represents the outlay or skeleton of each web page. It consists of navigational elements, calls-to-action, page features, and conversion areas. It does not include graphics, font choices, and colours as they tend to take the user experience designer’s focus away from creating the perfect user experience.

Tests the validity of the copy

Web page copy (content) is a primary part of a successful, user-friendly website. It should be clear, simple, and concise. And it should guide the user to answer the site’s call-to-action. Wireframing allows the copywriters and usability testers to check the validity of the copy without getting sidetracked by the graphical elements of the site.

Furthermore, it will enable them to submit the copy to the usability testers to get feedback. This, again, is an iterative process and it will continue until the text is uncomplicated, precise, and succinct.

Final words

It is an undisputed fact that a business website’s conversion rate is of primary importance to the success of the associated company. The higher the number of users that are converted into repeat customers, the higher the sales figures are. This, in turn, increases the bottom line and increase the return on investment that the business has spent on a successful website development and implementation project.