The Inseparability of Web Development and Conversion Rate Optimization

by on August 2, 2016

The Inseparability of Website Development and Conversion Rate Optimization

The Inseparability of Web Development and Conversion Rate Optimization

  •  
  •  
  •  
  •  

The Inseparability of Website Development and Conversion Rate Optimization

 

Conversion Rate Optimization is the art and science of making tweaks on an existing site to help it convert better. Web Development is the actual coding and creation of a website from ‘raw materials’ – the Javascript, CSS, PHP, HTML and whatever else. Web Development can even loosely refer to theming and modification, or even more loosely to making some CSS changes in a Squarespace site, or other website-builder type site.

This brings me to my point – Inevitably, if you want to create websites, the current state of things requires you understand some code if you want to do it professionally. If you want to do it for yourself, you can perhaps accept your own limitations and be cool with what a website builder or theme gives you, but doing it for money people expect that you’ll be able to make real changes to the look, feel and functionality of a website – this requires some web development skill.  Conversion Rate Optimization is the same way.

Conversion Rate Optimization means making real and serious changes to the way a website works, and thus we find ourselves in need of programming experience again. Rather than sharing this and making this point to scare off visual web designers who are interested in Conversion Rate Optimization, I’m sharing because I’m trying to educate people who are considering working in an ongoing way with an individual or team on Conversion Rate Optimization.

  • A visual designer who doesn’t understand programming could work as part of a team to make mockups for visual changes to help a website convert better, but a web developer will still need to implement those changes generally.
  • Most A/B testing tools don’t have all of their kinks worked out just yet and require someone with some understanding of programming to troubleshoot if something gets messed up.
  • Many changes, like adding and subtracting whole sections to a design require the expertise of a web developer to create the initial design of.
  • Besides very formulaic and generic pre-built templates, the expertise of a web developer should be utilized to make sure that things are in place and look right on mobile devices. Because ‘Media Queries’ for responsive websites are not generally understood by people just dabbling in CSS it’s better to use a real web developer for things you want to look good on all devices.

 

If you are a web designer trying to understand if you could really excel at Conversion Rate Optimization – Web development is not that crazy intimidating! You shouldn’t let the fact it does take a couple years to get good scare you if – if you’re a professional web designer (even of the visual centric variety,) web development is a complementary skill that could help you excel at your craft. 

Conversion Rate Optimization is something that more and more businesses will be looking for, as it is that connection where web design starts to connect to their pocket books. An understanding of Conversion Rate Optimization helps a designer step beyond the bounds of a simple ‘aesthetics’ minded creative type, and into focusing on the bottom line of how design affects the revenue of the business. 


  •  
  •  
  •  
  •  
Free Web Design Audiobook

Ready to get started?

Get a free consultation now