The Importance of Design on Conversions
“We find that people quickly evaluate a site by visual design alone.” —Stanford Guidelines for Web Credibility, 2002
Goal Funnel Conversions – ROI – What is a Goal?
What is a Goal?
In simple terms, A goal is something that a site/business wants to achieve. So for instance, If its a E-commerce website, one possible goal can be the orders or sales that take place online. For a consultation firm, the goal can be to get the contact information of the client and so on.
In a typical buying process, a buyer actually goes through a series of steps to complete your goal. These steps, in traditional marketing are often referred to as AIDA model. AIDA stands for Attention > Interest > Desire & Action.
Goal Conversion Funnel
So basically in order to complete a Goal, a prospect will often go through these 4 steps or in other words will go through a sales funnel. At the top of the funnel, you will often find a lot of prospective customers who are probably paying attention to your market & also probably interested in your product, however as they go deeper into the buying process, many of them feel disconnected and lose their desire which results in them taking no action (no purchase/order/sales).
Goal conversions are the primary metric for assessing how well a site fulfills business objectives. IE: Quote Request submissions. Use the graph’s to identify conversion trends for any one of your goals or for your overall conversions and conversion value.
At each stage, you can see how many people enter at that stage, how many people are continuing in the funnel from the previous stage, how many people leave at that stage without completing, and perhaps most importantly, where they are going.
You can see where people are dropping out and this can easily highlight problematic or broken forms and links or long-winded pages that people simply give up on.