For I and you understand, let’s get back to the history…
In the 1990s, websites were designed for designers, whose goals were typically (1) to use the project as an opportunity to learn the technologies (Flash, XML, CSS, and others) and (2) to populate their portfolios to show of their newfound capabilities. It wasn’t uncommon for a website to be impossibly difficult to use.
In 2000, websites were designed for search engines.
To get trafc from search engines, webmasters obsessed over search engine optimization (SEO), making websites “search engine friendly.” Unfortunately, the search engines, which were still primitive, accidentally rewarded some practices that were very user-unfriendly, including pages that staffed with keywords to the point of being illegible, light gray text on a white background, and “links pages” with endless reciprocal links.
In 2010, websites were designed for companies.
Search engines had become less trickable, and so agencies
became free to focus on what their clients wanted. And what
did the clients want? Well, some of them wanted quirky diagonal navigation bars, some wanted parallax scrolling, and some wanted spiny icons. Others wanted best practices, crammed with marketing techniques and things “borrowed” from competitors.
They wanted the kind of thing you see when you browse galleries of website themes.
And that’s where we are today.
However, throughout that period, there were a small number of companies that didn’t follow those trends. These companies, the most successful websites, focus on their customers. Customer-centric design was—and still is—surprisingly rare. The websites look nothing like the ones you see in theme galleries. Customers like them, they visit them often, and they spend a lot. Customer-centric, customer optimized websites are winning.
If you study any one of the winning websites, you’ll find they are built of “engines” of conversion, of perfected landing pages and irresistible offers, of compelling copy and user-friendly interfaces, of viral loops and streamlined order flows. And if you visit the companies themselves, you’ll find that their team members are engineers finely tuning those conversion engines.
Web companies that are struggling, on the other hand, tend to focus on diferent things. Some of them spend their time on brute-force SEO. Others prioritize pretty web design.
Many don’t ever change their websites, because they have created knots of complexity that they can’t change. Of course, those disciplines, and many others, are important.
But we find that they become easy when you have created
a high-converting website.
In this offer, we will focus on what’s essential: Creating pages that visitors love and that convert like crazy.