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Web Design for ROI

Turning Browsers into Buyers and Prospects into Leads

coverWhat if you could change one button on your site and increase sales or leads by 10% - 50%? Making small, simple design changes to a web site can significantly increase profit margins according to a new book, Web Design for ROI: Turning Browsers into Buyers and Prospects into Leads.

Organizations must treat their web sites as an investment if they want to reap the benefits of financial return and competitive advantage.

Co-authors Lance Loveday and Sandra Niehaus, veteran Web experts who have helped companies such as Hewlett-Packard and WebEx transform their online presence, say designing sites with ROI (Return on Investment) in mind isn't rocket science; it's a simple matter of following proven practices to increase your bottom line. "It costs the same -- in terms of time and money -- to design a bad site as it does to create a great site. But the net effect on profit can make or break your business," says Loveday.

Check your priorities.

Many organizations concentrate on getting visitors to their site without thinking about what happens after people arrive. Co-author Sandra Niehaus points out, "What good is having thousands -- or millions -- of visitors if no one is buying anything, contacting you, or taking actions you want them to take? Better to build a great site that ensures results first, and then worry about how to drive traffic to it."

Web Design for ROI challenges organizations to look at their web sites in a new light. "It's time to make web sites accountable," says Loveday. "Design with ROI in mind and tip the scales in favor of increased financial return and greater competitive advantage."

From the book: Five tips for a successful Web presence:

1. Treat your website like a business: Successful businesses have a web site strategy. You've spent time and effort on your business plan, now expend the same energy on your web site plan - then, marry the two. Smart companies bring designers, engineers, and marketers together to create web sites that encourage visitors to act. 2. Know what you want: Figure out what you're trying to accomplish with your site and be specific. Do you want to increase sales, generate leads, foster loyalty? 3. Design for your audience, not yourself: Understand who your target audience is and what makes them tick. Why are they coming to your site? What are they expecting to find? How can you make your site easier for them to navigate and use?

4. Measure the right metrics: Site traffic and number of "hits" don't tell you enough; the right metrics combine business metrics, site metrics and user feedback.

5. Test, Learn, Repeat: In this 24/7 world, your web site is never "done." Set aside time and regularly review your site, perform user tests, and check out your competition. Use that knowledge to further enhance your site to ensure it delivers exactly what you want.

Web Design for ROI:
Turning Browsers into Buyers & Prospects into Leads
Lance Loveday and Sandra Niehaus
New Riders Press, October 17, 2007, 216 pp. (Paperback)

About the Authors Lance Loveday and Sandra Niehaus have over 22 years combined experience working in the Web space. This book articulates their expertise in a clear, simple way, using examples from a wide variety of sites. Lance is the founder of Closed Loop Marketing, where Sandra joined forces with him in 2004.

About Closed Loop MarketingClosed Loop Marketing, is an online marketing agency helping organizations maximize the return on their Web investments since 2001. The company's name is derived from its focus on the entire �closed loop' of an effective online marketing campaign, from initial strategy development, to execution, to ROI analysis. Founded by Lance Loveday, Closed Loop Marketing's innovation has earned high praise from companies such as Hewlett-Packard, Quicken Loans, Salesforce.com and WebEx.

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