The Customer Journey: How Social Media and Web Design can Influence Conversions

If you are a B2C organisation, the chances are that your online presence will revolve around increasing conversions. Whether a conversion is a sale, a sign-up or a subscription, the goal is the same. So, in order to acquire as many conversions as possible, businesses have to adapt to make the customer journey as smooth as possible.

An efficient and informative customer journey is the key to maximising conversions. The main ways to influence this is through your web design and social media presence.

Web Design

The basic principle is that if your website design is too complicated, customers won’t stick around. Web users take roughly 0.05 seconds to decide whether they like your website or not, and consumers today can get almost anything they want or need at a literal touch of a button. So, if your website takes too many touches to get there, or looks too cluttered, you can forget about visitors converting. A clean website with minimal navigation is the secret to maximising conversions through web design.

One of the latest big web design trends is flat design, partially for the reason that its clean edges and simplistic look make for easy navigation. In addition, flat design is more appealing to mobile visually and offers a faster load time which are all plus points for today’s customer.

Social Media

Social media plays many factors when it comes to branding, and can really make or break your reputation depending on your strategy and methods. With over 80% of shoppers consulting social media before they buy a product, it’s never been more important to utilise this tool maximise your conversions.

Social is now so instantaneous that users are increasingly turning to this medium as their first port of call for customer service. If a parcel hasn’t been delivered, the chances are your customer will take to Facebook or Twitter to let you know, rather than wait for a response from an email. If you are seen to be respondent on social media, and you appear to offer helpful customer service and advice, customers will become more likely to convert. The more human and caring your brand appears, the more trust users will place on it.

In addition to acting as a customer service line, it’s also vital to use your social presence as a virtual brand spokesperson. When you create content, issue press releases or launch new products, social is the way to let your customers know what you’re doing, when you’re doing it. Customers are far more appreciative of a story coming straight from the horse’s mouth than via the press or elsewhere, whether this is good or bad. When harnessed correctly, your social media strategy can strengthen your brand reputation, making customers more likely to convert.

Another way to harness the immediacy of social media is to offer flash sales, and social-only exclusives. This is more likely to prompt users into converting, if there’s an elite feel, or a sense of urgency invoked.

These are just some of the ways in which effective web design and the power of social media can be harnessed to improve conversions on your B2C website. For more information on boosting your conversions this way, or how we can help if you’re a B2B organisation, please get in touch with Gordon or Kyle at or call 0141 427 0727.

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