TIP #3

DESIGN MAKES A DIFFERENCE

In this series of blog posts we’ll be sharing 5 tips for creating more effective and relevant customer experiences on your website.

March 18, 2020 // Katrine Andersen, Head of Operations

KEEP YOUR STYLE CONSISTENT

Scanning the internet, we typically see that an overlay originates from a third-party provider. E.g. plugins for WordPress, a self-service solution, or from a managed service like us at SiteCampaign.


And while we believe that this makes sense, our specialization and experience give us a lot of insights in what works – and what doesn’t work. One thing that we frequently see not working, is when overlays are not given enough attention – especially when it comes to design.


Without a clear connection between overlay, site, and brand, most overlays will be regarded as foreign objects. This can lower the interest in interacting with them and thereby lower their effect. Even worse, an inconsistent brand experience in an overlay can even lead to negative impacts on KPIs such as conversion rates, average order value, or time spent on site.

DON'T DAMAGE YOUR CREDIBILITY

Everything we show must be consistent with user expectations. Foreign objects that feel out of place can, besides looking unpolished, damage credibility and brand perception.


The danger of distancing oneself from the design increases with the rise of third-party integrations, display advertising, and altogether basically just stuff that not only begs for our attention but also begs for our data.

CONNECT DESIGN & TECHNOLOGY

There are many ways to ensure that your overlays feel like a natural and integrated part of your brand and website. An example of how minor modifications can have a major impact is our collaboration with the fashion company Masai. We replaced an anonymous-looking and simple design with an updated layout featuring a model from their current collection, set up a split test, and immediately detected a significant increase in sign-ups of over 20%.


Concurrently, it is worth mentioning that looking good is not enough. The best results emerge when design and technology play together.


Want to discuss how design and technology can work together on your website? Get in touch with one of our specialists below.

READ MORE TIPS

TIP #1 SEGMENTATION BASED ON TRAFFIC

December 17, 2019 // Katrine Andersen

TIP #2 FIND THE RELEVANT TRIGGER

January 27, 2019 // Katrine Andersen

5 TIPS - FROM MINDLESS TO MEANINGFUL

December 17, 2019 // Katrine Andersen