Combining data, design, and the customer experience to boost conversions

Written by Stine Mangor on .

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“I have always been drawn to the connection between creative and analytical work, and combining the two to achieve something that creates value and makes sense for customers.”

With an extensive background in email marketing and customer experience, Katrine joined Dept, where she focused on driving good quality traffic to customers’ websites. However, how this traffic was handled on the customers’ website after acquisition varied alot. Seeing that there were some missed opportunities in the customer experience, Katrine and a few colleagues had an idea. Fast forward 3 years, and the idea became a company SiteCampaign, selling a solution combining data- and design to generate leads and conversions. We spoke to her about lead generation, and the importance of the design and customer experience in achieving conversions.

Question: Which channels do you see as important when it comes to growth and traffic?

In my experience Google Ads, paid ads, and paid search generally drive the most website traffic. We see that paid search is the most important channel when it comes to growth and traffic. Organic search typically comes in second place, often being driven by SEO, followed by social media. Sometimes we see more paid than organic social, but I think it depends on the client and the industry - I have seen it both ways. Email marketing is still a relevant channel and increasingly so, when you look at the B2B market and the service industry. Here we see clients where email marketing contributes to growth and about 10% of total conversions, which is a relevant target for many of our clients.

Question: You work with high end B2C brands. How much does good design, the user-experience, and aesthetics impact their lead generation and conversion rates?

Consumers are really aware of the brands they interact with. Some will still go for the best price, and the best product, but, a lot of the time they are also buying into the brand. So, when you look at design and how that impacts leads, and the whole online experience, it is super important. It seems to be a somewhat forgotten aspect of the customer experience and that people have a tendency to underestimate how much it can really impact leads, sales, and the customer experience.

On a website where the design elements feel like an integrated part of the experience - you typically see great results. We have examples where something as simple as improving the design of a lead generation overlay has increased conversion rates by 100 - 200 %. The visual design can have a huge impact, and if you add to that elements of UI, and really think about when it makes sense to communicate with the target group, who they are and when that time is, you really see that the impact can be lifted even further.

“The visual design can have a huge impact, and if you add to that elements of UI, and really think about when it makes sense to communicate with the target group, who they are and when that time is, you really see that the impact can be lifted even further.”

Question: How do you balance compliance and conversions for your customers?

We always have the compliance dialogue with our clients, but at the end of the day it is their decision how we ‘act’ on their site. Often it is a case by case basis, and the client's internal legal team weighs in. But it is definitely a challenge to figure out to include all the different elements, like a cookie banner, our solution, and other elements on the same page. One of our clients Jysk has very long terms and conditions text, which can’t fit fully on a mobile phone, so we had to think creatively about how to set this up. We created a design, where the text flipped around, so that the visitor could read it all, without impacting the look and feel of the brand. So there are ways to find ways of working with GDPR compliance and conversions.

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The more that the objects feel like a natural part of the experience, the more you also trust them and expect them on the website. If you see something that looks out of place, you are more likely to close it down without really considering what is being communicated.

“The more that the objects feel like a natural experience, the more you also trust it and expect to see it on the website. If you see something that looks out of place, you are more likely to close it down without really considering what is being communicated.”

We have been affected by the cookie rulings generally, because of the increasing focus on what companies know about us as consumers. People don’t seem to want companies to know anything about them, and I think this will become a challenge, especially in terms of figuring out how to create a relevant customer experience, and track sales. Without access to data about the website visitor, you remove the potential for making the experience relevant, I worry that this will ultimately impact the customer experience negatively.

“Without access to data about the website visitor, you remove the potential for making the experience relevant, I worry that this (the cookie rulings) will ultimately impact the customer experience negatively.”

Question: Finally, are there any tips you would give to people interested in combining lead generation and design?

When you combine data and design you are able to achieve the best results. If you only look at data you may miss out on some opportunities for your customers. My top tips for working with website optimisation:

  1. Test, test, test. Make sure you test the design, messages, triggers, when you show something, and when you don’t show anything at all. It is a numbers game, the more data the more you can test, there is always room for improvement.
  2. Respect your brand and your customers, and ensure what you are doing on your website provides a good customer experience. Focus on adding value when visitors are on your site.
  3. It is all in the details, small changes can mean a lot when you work with online conversion optimisation, a tiny conversion optimisation can impact revenue positively for the right client

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