MKTG 423 Lecture Notes - Lecture 2: Conversion Rate Optimization, Usability, Color Scheme
Document Summary
The ultimate criterion for evaluating website design. Build your website around the goal of conversion! What can you change on your website to achieve this ultimate goal. Crucial action where the above principles are applied. Answering the important questions of your potential customers. What matters is the website"s ability to drive conversations. One can easily find what he/she is looking for or accomplish what they want to do. Core philosophy: easy to make sense and to use. The underlying psychology: humans love easy-to-process input. Follows the typical conventions layout so people don"t have to learn too much more. Visual hierarchies- important things are larger and others are smaller -- similar to if things are grouped together. Clearly degined areas so different possible actions are clear. Make a natural transition knowing to click. Eliminate distractions so most important actions are clear. Purpose of your website design is conversion.
