Designing websites to optimize for both traffic and conversion is important for success. Websites should be designed to clearly communicate their topic to search engines to attract the right kinds of visitors, rather than taking a generic approach. Design is about solving problems, not just aesthetics. Success requires getting the right number and type of people to visit along with converting as many visitors as possible into actions like purchases. Investing effort into both traffic and conversion delivers the best results, as having one without the other leads to no success.

1. Convert
Designing Web Sites to Increase Traffic and
Conversion

2. Intro
Designing for Traffic!
Designing for
Conversion

3. Do you remember how
your website was created?
guesswork (First best guess Method)!
looking at competition’s sites

4. Bad at conversion
When search engines find a page that talks about
a bunch of different things, they will identify
that the page is about several topics (but none
with much strength).!
Generic pages will only be matched to generic
searches.

5. Bad at conversion
“tax advisor”!
“manage tax on saving for child’s college fund”

6. A New perspective of
Web Design
Design does not mean creating stuff that looks
good. That’s art.!
View design as the creation of a new solution to
a problem.

7. A New approach
It needs to get the right number of the right kind
of people to visit it.!
It then needs to get as many of those people as
possible to take action.!
Success = Traffic × Conversion

8. Success = Traffic ₒ
Conversion
Zero traffic × Any conversion rate = Zero success!
It doesn’t matter how great your product is, how
pleasant your service, and attractive your prices,
if your store is hidden in a back street where
nobody knows about it.

9. Success = Traffic ₒ
Conversion
Any traffic × Zero conversion rate = Zero success!
Establishing your store in a great location on a
bust street, putting up a great sign and never
opening the doors.

10. 20
10
x
2
32
8
x
4
6
x
6
36
FIGURE 1-1 Investing effort in both traffic and conversion
delivers the best results.
Investing effort in both traffic and conversion
DIRECT RESPONSE MARKETING
delivers the best results.
The Internet is also the world’s most powerful direct response marketing m
(The pioneer in this area is Ken McCarthy, who has been teaching busines