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What does Graphic
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
- InnTravel
- InsureMore
- Low Cost vs Luxury
- Multitone
- Prestige Holidays
- Small Families

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Site Conversion Analysis -

The Graphic Communication Challenge

In this Site Conversion Case Study, we look at the website of InnTravel, providers of activity holidays in Europe and North America. 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.

The Client

One of the UK's leading specialist tour operators, InnTravel runs various activity holidays in the UK, Europe and even further afield. From walking and cycling holidays to offering self-catered chalets as a base for individual exploration, they have a wide array of options for travellers who enjoy the great outdoors. They approached us to develop a new graphic concept for their website as part of an integrated online marketing campaign, with a view to expanding their online presence and growing their business even further.

Using Graphic Communication to Improve the Site

State What You Do

The original header, saying just 'Welcome', gives the viewer no immediate indication of the website's purpose. While arguably a friendly introduction, this says nothing about what the site sells. We have therefore changed it to 'Activity Holidays Around the World' - someone looking at that header knows exactly what they have found.
Highlight Your Major Products

The original website is scattered with images and boxes of text which seem fairly unrelated. There's a picture of someone standing on a mountain, with text about contacting the company; there's an image of two people next to a bicycle with the text '9 reasons to pick InnTravel'.

To augment the website's message, we therefore reshaped the boxes in the main body of the page, creating 2 larger boxes with InnTravel's main holiday types (cycling and walking) following by 4 smaller boxes illustrating the other options. By drawing attention to the areas the site wants to sell, you are likely to drum up more interest in the key products. To that end, we also took the opportunity to brighten up the images, replacing them with ones that are fresher and generally more appealing.
Make It Easy To Navigate

Moving in closer, the original navigation is a little confusing. The left hand bar goes on all the way down the page, without highlighting any key areas clearly enough to catch the eye, and mixes up types of holiday (family, short breaks) with activities (horse riding, cycling) and destinations (Greece, North America). Some less important areas like 'About Us' and 'Privacy Statement' are given the same navigational area as the key activities walking and cycling!

With the overall strategy of keeping the same main points, we have re-arranged their prominence more appropriately. The navigation's main purpose is to help people find what they're looking for. To achieve this, we have highlighted the areas of importance, as well as nice features like 'travel diaries', and moved all the less important areas to the bottom, out of the way.

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.