When it comes to web design that “converts,” i.e. efficiently persuades prospects to take a desired business action, the websites of digital agencies haven’t typically been high on my list for praise.
Often times, the sites of digital agencies have over-relied on flash, high-resolution imagery, or inventive navigation to persuade their prospects that they should engage with the site and eventually take a desired action.
Further, the philosophy of “creativity for creativity’s sake” pervades many agencies, and the web designs they provide to clients often under-perform in terms of business KPIs like conversion rate and revenue.
Hence, many practitioners of Conversion Optimization distance themselves from traditionally “creative” agencies, instead testing their way to designs that are often aesthetically plain (even boring), but convert well.
Note: this isn’t always the fault of agencies. Their clients are often fixated on aesthetic design and aren’t thinking enough about website business performance. And, as we know, the client is always right when you work at an agency.
All of this contributes to my bias. Enter the homepage of POSSIBLE, a digital agency that I was introduced to recently. I was surprised to see that their homepage is doing some things really well that we can learn from in terms of persuasion and conversion optimization. Continue reading