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What does Graphic
Communication have to do
with Site Conversion?
Communication have to do
with Site Conversion?
For a long time, we have believed that graphic communication is critically important to our clients' websites, with a direct impact on their conversion rates. What do we mean by graphic communication? This isn't a question of whether the header text is blue or red. Rather, we're concerned about the bigger picture: how well the graphics communicate the client's product.
Show Customers Exactly What You're Offering
The graphics on a website should make it immediately clear what the USPs are, who the target audience is, whether the product is up-market or budget, an exclusive selection or a wide-ranging choice, and so on. If a potential customer lands on a page and finds that it offers exactly what they are looking for, they are highly likely to email an enquiry or pick up the phone - to convert. If that same person lands a page and they're not entirely sure what it is they're being offered, they are more likely to look elsewhere.
LeadGenerators Case Study Series
Throughout these case studies, this is our guiding principle. With this series, we will show you how we have improved the graphic communication on a range of our clients' websites - in the hope that this will be useful for you when you look at ways of improving the effectiveness of your own website.
Other Case Studies
- Bite Size Britain
- Bowhills
- Canvas Holidays
- Caravanning Club
- Global Explorers
- Golden Holidays
- Hands Up Holidays
- ICS
- InnTravel
- InsureMore
- Low Cost vs Luxury
- Multitone
- Prestige Holidays
- Small Families
Show Customers Exactly What You're Offering
The graphics on a website should make it immediately clear what the USPs are, who the target audience is, whether the product is up-market or budget, an exclusive selection or a wide-ranging choice, and so on. If a potential customer lands on a page and finds that it offers exactly what they are looking for, they are highly likely to email an enquiry or pick up the phone - to convert. If that same person lands a page and they're not entirely sure what it is they're being offered, they are more likely to look elsewhere.
LeadGenerators Case Study Series
Throughout these case studies, this is our guiding principle. With this series, we will show you how we have improved the graphic communication on a range of our clients' websites - in the hope that this will be useful for you when you look at ways of improving the effectiveness of your own website.
Other Case Studies
- Bite Size Britain
- Bowhills
- Canvas Holidays
- Caravanning Club
- Global Explorers
- Golden Holidays
- Hands Up Holidays
- ICS
- InnTravel
- InsureMore
- Low Cost vs Luxury
- Multitone
- Prestige Holidays
- Small Families
Online Marketing Seminars
Want to find out more about our popular seminar series?
From keyword research to Landing Page strategy, from SEO to PPC, from site conversion to social media - we cover everything you need to know to become an online marketing expert.
Find Out More
Want to find out more about our popular seminar series?
From keyword research to Landing Page strategy, from SEO to PPC, from site conversion to social media - we cover everything you need to know to become an online marketing expert.
Find Out More
Site Conversion
Analysis
Analysis
We have been carrying out web design case studies - focusing specifically on the issue of site conversion - for some time, using work we have carried out for previous clients as well as websites submitted by the TravelMole readership. Our hope is that marketing managers and web designers will find these website case studies useful and learn from them. For that reason, we have brought them all together in one collection - for your convenience!
One question that has come up several times from travel companies is the issue of selling the destination vs. selling the company's offering in that destination.
Should there be separate pages for this? Or should there be just one Landing Page that combines these two purposes? In this website case study, we give our answer.
Should there be separate pages for this? Or should there be just one Landing Page that combines these two purposes? In this website case study, we give our answer.
Landing Pages have a very special purpose in the online marketing puzzle and can play a vital role in improving a website's conversion rates. Unfortunately, we still see too many Landing Pages that are poorly utilised and, as a result, are probably underperforming in terms of generating enquiries and sales metrics.
In this website case study, we will be looking at how to define the purpose and functionality of a Landing Page and how to use graphics and text to communicate the right messaging for the intended reader - clearly, concisely and effectively.
In this website case study, we will be looking at how to define the purpose and functionality of a Landing Page and how to use graphics and text to communicate the right messaging for the intended reader - clearly, concisely and effectively.
'A picture is worth a thousand words', or so goes the old adage, and never has this been more relevant than in the world of online marketing.
We decided to take matters into our hands and give the Caravanning Club website a makeover in four simple steps.
We decided to take matters into our hands and give the Caravanning Club website a makeover in four simple steps.
We have selected the Global Explorers website for our web design case studies series, because this is classic case of a tour operator offering so much to potential customers but simply not communicating it on their website.
In this case study we will endeavour to show how graphics can communicate what they do, where they offer holidays, who their target market is, and what type of service they offer - and make for a clear, enticing and effective home page that will, hopefully, drive up conversions for Global Explorers.
In this case study we will endeavour to show how graphics can communicate what they do, where they offer holidays, who their target market is, and what type of service they offer - and make for a clear, enticing and effective home page that will, hopefully, drive up conversions for Global Explorers.
The travel industry, perhaps more than any other industry, sells dreams. A holiday transcends its parts - its flights and hotel rooms and air-conditioned coaches.
Yet this is too rarely portrayed in the websites of travel companies. With Golden Holidays, we talk about how graphics can either make an epic train journey look mundane - or turn it into a legend.
Yet this is too rarely portrayed in the websites of travel companies. With Golden Holidays, we talk about how graphics can either make an epic train journey look mundane - or turn it into a legend.
Most of our clients are in the travel industry, but the graphic communications strategies we lay out in these website case studies are universal - as we will show in this example, for healthcare company ICS.
They asked us to design a new site for them. After a quick look at their existing site, we knew that we needed to use graphics to answer to very important questions: What do they do? For whom?
They asked us to design a new site for them. After a quick look at their existing site, we knew that we needed to use graphics to answer to very important questions: What do they do? For whom?
As in many of our website case studies, we will demonstrate how relatively small changes to the presentation of a website can have a considerable impact on the effectiveness of its sales message, enabling potential customers to find exactly what they're looking for - and making the rate of conversions considerably higher.
InsureMore faced an issue of positioning: someone who lands on their website must immediately see that their insurance is cheap but their reliability is not.
Promoting cheap AND quality is not easy, but we demonstrate how it can be achieved with effective graphic communication in this website case study.
Promoting cheap AND quality is not easy, but we demonstrate how it can be achieved with effective graphic communication in this website case study.
The Multitone Site Conversion Case Study is a classic example of changing the website's graphics to accurately convey what the company does and to whom it wants to talk, thereby increasing the website's conversions.
Looking at the current Small Families home page, it is not immediately clear what precisely they are offering - and with such a specific product as theirs, getting this message across clearly and obviously is vital. In this website case study we hope to demonstrate how graphics can clearly and effectively communicate a unique product in such a way that it will, hopefully, drive up conversions for Small Families.
Should good quality graphics be used to communicate low cost products too?
In this case study we look at how graphics can and should be used to effectively communicate both luxury product and low cost product. It is a misconception that if you are promoting low cost products you do not need excellent graphics and do not need to worry about using graphics to effectively communicate your market positioning.
In this case study we look at how graphics can and should be used to effectively communicate both luxury product and low cost product. It is a misconception that if you are promoting low cost products you do not need excellent graphics and do not need to worry about using graphics to effectively communicate your market positioning.
We were particularly struck by Hands Up Holidays, a provider of luxury, tailor-made voluntourism holidays. Our immediate reaction in the office was, "I didn't know anyone offered that!" Luxury travel and voluntourism are not two elements often seen together. Our next thought was, "How do we convey that graphically?"
In this entry in our series of web design case studies, we answer the question: How do you convey a concept that many people don't expect to see?
In this entry in our series of web design case studies, we answer the question: How do you convey a concept that many people don't expect to see?
Looking at Bite Size Britain's website, we felt that they represented a classic example of the question: How best to showcase a product? Answering this question in our website case study, we utilise 2 key aspects of graphic communications:
1. Showing exactly what the product is.
2. Making the product as exciting and enticing as possible.
1. Showing exactly what the product is.
2. Making the product as exciting and enticing as possible.
In this case study, we give luxury tailor-made tour operator Prestige Holidays a graphic makeover. We address the importance of graphically communicating what type of holidays they offer and who their intended target market is.
How does this help improve ROI?
Many businesses spend a lot of money to generate traffic to their sites, through SEO, PPC, and so on. By using graphic communication properly, the same amount of traffic can be converted into a greater quantity of sales. For this reason, implementing site conversion strategies - as we do for many of our clients - is a vital ingredient in the online marketing mix, ensuring that websites work harder for the same cost and thereby increase ROI.
How can we help?
LeadGenerators has vast experience helping clients improve the conversion rates of their websites, employing strategies similar to the one above and in our other Site Conversion Case Studies. If you would like to find out more about how to make your site work harder for you, please give us a call or fill out the enquiry form below.
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Submit Your Site |
Do you want to see how graphic communication concepts and strategies could increase conversions on your site? As part of this series, we're offering a free site conversion analysis for TravelMole readers. Submit your site to frankorman@leadgenerators.co.uk - we'll choose one site each month and post our analysis, just like the one above.
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