Designing the Customer Experience - Survey
The March issue of Website Magazine included an article entitled Designing the Customer Experience, which explored three essential principles of designing Web pages for higher conversion rates. In addition to usability and persuasion, prioritization is a proven design strategy for increasing ROI.
The most effective methods of prioritizing your Web content, which is particularly important when a page includes numerous calls to action, are through the size, color and placement of visual elements.
"Once you have the goal of the page understood, you can start to prioritize the content and make sure everything on the page is acting in concert," says Sandra Niehaus, creative director and vice president of user experience at Closed Loop Marketing. "Understanding about size, placement and color - working with those three and playing with those aspects - is a very good place to start."
We visited the sites of five e-commerce shopping cart vendors to view this practice in action and found the following examples. Please take a look at the images below and share your opinions with our readers in the comments section. We are most interested to learn which execution of prioritization you believe creates the optimal experience for customers, and thus should have the greatest impact on conversion rates. Keep in mind, this is not a beauty contest but rather an effort to determine the most effective methods of designing for a better customer experience and a higher ROI.